A Study on the Fashion Attitudes of Adolescents and the Parents of Adolescents : Developing School Uniforms and Fashion Items

Abstract

: The purpose of this study is to analyze the differences in fashion attitudes between adolescents and the parents of adolescents. 562 adolescents and 163 parents' responses in South Korea are used for the analysis. Survey questionnaires specifically designed for the adolescents and parents are used to compare the differences of the two populations. The results suggest that adolescents and parents in South Korea have different evaluation values for adolescents' fashion goods and school uniforms. The Adolescents placed a premium on 'Comfort' and 'Design' for fashion goods and school uniforms. However, the parents placed a premium on 'Practicality' and 'Price' values for fashion goods and school uniforms. The school uniform items which were most accepted in Korean middle and high schools need the change in composition of items for four seasons. In purchasing behavior, the adolescents answered that they have more than one item of preferred fashion brand. The Korean adolescents prefer famous sportswear brand like Nike, Adidas and etc. The fashion market for adolescents in Korea is closely related with the parents in shopping behaviors. The comparison of the fashion attitude between parents and their children is more practical method for developing the adolescents' fashion items and young fashion market.