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Contemporary dandies: The behavioral characteristics of Korean male consumers in fashion multi-brand stores and tailor shops


  • Kim, Tae Youn
  • Lee, Yoon-Jung


This study provides emic and etic interpretations of the dandyism tendency of contemporary male fashion consumers who use multi-brand stores and/or tailor shops. Based on in-depth interviews, the study explores six major consumer characteristics in the context of dandyism: appearance recognized as a form of social competency, the pursuit of distinction from others and refusal to conform to existing clothing norms, the establishment of one's own aesthetic rules, an explorative and academic approach to fashion brands and how to wear them, aesthetic efforts to pursue refinement, and a perfectionist tendency toward looks. The study also offers the promise of more effective and precise market segmentation analysis relating to specific retail formats or services.

Suggested Citation

  • Kim, Tae Youn & Lee, Yoon-Jung, 2017. "Contemporary dandies: The behavioral characteristics of Korean male consumers in fashion multi-brand stores and tailor shops," Journal of Business Research, Elsevier, vol. 74(C), pages 149-153.
  • Handle: RePEc:eee:jbrese:v:74:y:2017:i:c:p:149-153
    DOI: 10.1016/j.jbusres.2016.10.027

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    References listed on IDEAS

    1. Abdul-Ghani, Eathar & Hyde, Kenneth F. & Marshall, Roger, 2011. "Emic and etic interpretations of engagement with a consumer-to-consumer online auction site," Journal of Business Research, Elsevier, vol. 64(10), pages 1060-1066, October.
    2. Bakewell, Cathy & Mitchell, Vincent-Wayne, 2006. "Male versus female consumer decision making styles," Journal of Business Research, Elsevier, vol. 59(12), pages 1297-1300, November.
    3. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    4. Lertwannawit, Aurathai & Mandhachitara, Rujirutana, 2012. "Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men," Journal of Business Research, Elsevier, vol. 65(10), pages 1408-1416.
    5. Borghini, Stefania & Diamond, Nina & Kozinets, Robert V. & McGrath, Mary Ann & Muñiz, Albert M. & Sherry, John F., 2009. "Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place," Journal of Retailing, Elsevier, vol. 85(3), pages 363-375.
    6. Patrick Biernacki & Dan Waldorf, 1981. "Snowball Sampling: Problems and Techniques of Chain Referral Sampling," Sociological Methods & Research, , vol. 10(2), pages 141-163, November.
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