밀레니얼 세대 소비자의 관점에서 스트리트 패션 브랜드 연구

초록

This study studied the design characteristics of street fashion brands from the perspective of millennial generation consumers, a major consumer group, in order to understand street fashion which has become popular throughout fashion. The purpose of the research is to first understand the characteristics of millennial consumers as the main consumer class of street fashion brands. Second, it types street fashion brand cases and analyzes their characteristics. Third, derive the characteristics of street fashion brands from the perspective of millennial consumers. The results of the resulting study are as follows: First, if the characteristics of millennial consumers were related to street fashion, they could classify them from the perspective of individuality, diversity and practicality. Second, to understand street fashion, we were able to derive the characteristics of item, color and texture design through the analysis of design cases of the most popular street fashion brands Stussy, Supreme, Bape and Palace from the perspective of millennial consumers. Third, from the perspective of millennial generation, street fashion brand characteristics showed individual individual individuality through limited quantity of items and satirical slogans and graffiti design, suggest various differentiated designs through collaboration with artists or brands, and show the characteristics of practicality emphasizing comfort and functionality.

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