Design and Product Development

Analysis of Changes in Consumer Fashion Emotion After COVID 19: Focusing on Stay-at-Home Fashion (Zipcock Fashion in Korean)

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Abstract

It is essential to understand and effectively reflect changes in consumers' fashion emotions in fashion design and marketing (Baek, 2011). This study analyzed consumer data on social networks as a fundamental work to identify changes in consumers' fashion emotion after COVID 19 and effectively reflect them in fashion. In particular, this study tried to confirm the difference in the fashion-emotion of consumers, focusing on the newly emerged 'Zipcock Fashion.’ The result shows that the significant social change of the COVID-19 pandemic (global pandemic) brought about changes in consumers' fashion sense, and fashion styles and consumption method with a different emotion than before appeared. At the same time, it has been confirmed that consumers pursue a comfortable yet stylish emotion through fashion in ‘Zipcock Fashion’.

Keywords: fashion emotion, stay-at-home fashion, COVID 19, zipcock fashion, data analysis

How to Cite:

Park, N. & Choi, Y., (2022) “Analysis of Changes in Consumer Fashion Emotion After COVID 19: Focusing on Stay-at-Home Fashion (Zipcock Fashion in Korean)”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13544