“…This research explores the correlation between cultural values and the proximity of clothing to self by focussing on millennial women in South Korea and Mongolia. Millennials, also known as Generation Y (Brown, 2017), represent the largest and most influential consumers in South Korea and Mongolia (Ahn et al, 2020;Gantuya & Oyunsuren, 2019). They have more significant disposable income (Tomkins, 1999) and spending power (Morton, 2002;Noble et al, 2009), are characterised as fashion-conscious (Tee et al, 2013;Williams & Page, 2011), and have become important markets for the apparel industry (Colucci & Scarpi, 2013;Kim et al, 2009;O'Cass & Choy, 2008;Park et al, 2006).…”