선호하는 남성 헤어컬러, 명도와 퍼머넌트 스타일에 따른 유행선도력 (Trendy Leadership Based on Preferred Male Hair Color and Permanent Style)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 24권 / 1호 / 22 ~ 29페이지
· 저자명 : 김경희, 박은준

초록

In modern society, people are making efforts to improve their competitiveness by creating and displaying their own distinctive images.
Hair style, especially, is a efficient means of expressing an individual image with low cost and time. Nowadays, men are also trying different hair styles by color changes and perms to improve their own images.In this situation, research on male hair styles is necessary.
Although there are ongoing researches on previous studies such as male hair style, preference, fashion leadership, and trend preference, studies on the fashion leadership of men are insufficient. With differentiation from previous studies, the purpose of this study is to satisfy the desire of male customers and to provide basic data necessary for marketing strategy and customer attraction by studying the fashion leadership according to the preferred male hair style.The results of the questionnaire survey for males in 10s to 50s in Seoul and Gyeonggi area show that their preferred hair color is black, the preferred brightness is dark brown, and the preferred permanent style is regent perm. In hair color, unlike women, they prioritize their own taste rather than fashion style, reflecting the conservative tendency towards dyeing yet. On the other hand, for the permanent style, they prefer and display the flow of styles that are prevalent in mass media.Therefore, it is important to recognize the difference of group tendency and also the differentiated approach for each customer. By presenting various styles considering the difference between the preferred color and the permanent style, the male customers’ needs will be satisfied.Based on the results of this study, continuous researches on male hair styles are expected. Also, in the follow-up study, the objectivity of the study can be enhanced by expanding the study subjects, since the subjects of this study are limited to adult men in Seoul and Gyeonggi area. I hope that this study will be used as a base material in the future to bring forth research that with a more positive effect on men.

영어초록

In modern society, people are making efforts to improve their competitiveness by creating and displaying their own distinctive images.
Hair style, especially, is a efficient means of expressing an individual image with low cost and time. Nowadays, men are also trying different hair styles by color changes and perms to improve their own images.In this situation, research on male hair styles is necessary.
Although there are ongoing researches on previous studies such as male hair style, preference, fashion leadership, and trend preference, studies on the fashion leadership of men are insufficient. With differentiation from previous studies, the purpose of this study is to satisfy the desire of male customers and to provide basic data necessary for marketing strategy and customer attraction by studying the fashion leadership according to the preferred male hair style.The results of the questionnaire survey for males in 10s to 50s in Seoul and Gyeonggi area show that their preferred hair color is black, the preferred brightness is dark brown, and the preferred permanent style is regent perm. In hair color, unlike women, they prioritize their own taste rather than fashion style, reflecting the conservative tendency towards dyeing yet. On the other hand, for the permanent style, they prefer and display the flow of styles that are prevalent in mass media.Therefore, it is important to recognize the difference of group tendency and also the differentiated approach for each customer. By presenting various styles considering the difference between the preferred color and the permanent style, the male customers’ needs will be satisfied.Based on the results of this study, continuous researches on male hair styles are expected. Also, in the follow-up study, the objectivity of the study can be enhanced by expanding the study subjects, since the subjects of this study are limited to adult men in Seoul and Gyeonggi area. I hope that this study will be used as a base material in the future to bring forth research that with a more positive effect on men.

참고자료

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