NTU IFB FINAL YEAR PROJECT STAGE 2

Localization Localization of of Korean Korean Fashion Fashion Style Style in in Hong Hong Kong Kong

Nottingham Trent University School of Art & Design Hong Kong Design Institute

ba

ifb

2018 / 2019

Module: Fashion Concepts & Innovative Project

IVE

Module reference: FASH30006 Module Leader: Cassandra Ng

Fashion Concepts & Innovative Project Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed …

……(LAM KA YAN)……..…………………………

Date ……….…………………10th March, 2019………………………………………………………………

(Word Count:__4396 ______)

01.

Introduction

02.

Literature Review

1.1 Background 1.2 Purpose and Aims

2.1 Definition of Fashion Localization 2.2 Consumption behavior on fashion-clothing among youngster 2.3 The relationship between clothing and identity 2.4 Streetwear taken storm and represent to be Korean fashion style

03.

Methodology & Findings 3.1 Method 3.2 Findings 3.2.1 Factors affecting the consumption on fashion clothing 3.2.2 The Impact of Korean pop culture towards on fashion style 3.2.3 Difference between the perception of fashion style 3.2.4 Korean fashion style localize in Hong Kong 3.3 Further discussion

04.

References

05.

Bibliography

06.

Visual References

07.

Appendix

Content

Introduction

1.1

Background

In recent years, the Korean Culture was booming and became the craze over the world. This phenomenon called “Korean Wave” which is refer to the popularity ok Korean entertainment and culture across Asia and other parts of the world. (Korean Culture and Information Service, 2015 ) The Korean food, music and the fashion are attractive to other country.

Korean movie are the origin of the Korean wave.

In the past decades, there are some movie populated all over the world, such as “My sassy girl” in 2001 and “Winter Sonata” in 2004 (Nissim and Eyal 2013). This give the public a very first way to know the Korean culture and language, allowing more people from all over the world to explore the culture of Korean. Following the raise of Korean wave, Korean pop music and drama were an important impact to other country undoubtedly. The Korean pop music constantly growing bigger in the international. The record came from Spotify, a music streaming platform had recorded that more than 14.2 billion Korean pop music tracks have been streamed around the world, and the followers spent over 46 billion minutes for listening to the Korean music which started in July 2015 (Spotify, 2018). For the raise of Korean music, people would be familiar with Big Bang and Psy. Both of them making a good result by hitting the music trend in other country from early beginning.

Especially for Psy, his most popular song which called “Gangnam Style” receiving 3 billion views on YouTube and became the most viewed video in the platform in 2017 (Aja, 2018). As the power of "Gangnam Style" are significant in the global stage, it is believed that it had opened a door to let the Korean culture across to other country more easily.

Through the influential effect of the Korean culture, it can also promote their fashion trend to other country. The Korean artists are fashionable and good-looking which appealing to their followers. Also they are the good model for promoting the fashion style of their country. According to the "Year in Fashion “2018 report from Lyst, they classified the Korean pop artists as the “major global influencers” , as they found that people are more likely to search the product and brand such as Chrome hearts and Moschino, after their favorite Korean artist are wearing it (Nadra, 2018). For the younger generation, they would like to imitate the fashion style of their favorite Korean artists as they are adored to them.

On the other hand, fashion is an indispensable element in the Korean pop music (Fuhr, 2017). The Korean pop music idol always wearing the stunning outfit when they are presenting on the stage. The conspicuous styling is following with a particular concept behind their song. For instance, Girls’ Generation, a Korean girls bands group presented their song “I got a boy” came up with a street fashion, hip pop and military style in 2013.(fig.1) They inspired the audience of the dressing style. A Korean fashion insider, Kim Eun-jeung has noted that when the Korean artists were wearing something, people will believe that it represents the real Korean style (Cathay pacific, 2018). Thus, the Korean pop culture had been leading to be a fashion trend and influencing the fashion style.

fig.1 Girls Generation presenting their song on the stage

Focusing in Hong Kong, the culture come from the Asian and Western country are rapidly have an impact on the fashion style in Hong Kong from the past decades. Western and Eastern culture can be form together into a mixed culture. So that, Hong Kong always named as a multicultural city (Chen, 2003). The Korean wave power also has an impact in Hong Kong. It is not difficult for people to found the Korean food, fashion and beauty in Hong Kong. There was a Korean street located in Kimberley Road of Tsim Sha Tsui. Most Korean people opened the stores over there to share their culture to the local citizen.

The love affair of Hong Kong people with the Korean culture are undoubtedly extend to the fashion. The Korean artists, designers and the key opinion leader from the social media are the people to open up the new fashion style of Asia in the recent years. According to Steve Chung Lok-wai, the Korea expert and Chinese University of Hong Kong lecturer in global studies, he agreed that the dressing style among the younger generation in Hong Kong were affected by the Korean pop culture (Chen, 2018). There are street fashion and sportswear trending in the Korean fashion, and popular in the youth culture of Hong Kong.

With the benefit brought by the Korean wave, there are number of Korean fashion brand and select shop opened their store in Hong Kong.

For instance, there are Aland, Stylenanda, MLB and SPAO, and the style of these brand are a kind of street and sport wear. As Hong Kong people are influenced by the Korean culture and they would like to dress up as a Korean people do.

fig.2 G-dragon who wore a black cap with long straps

In fact, the fashion style between Hong Kong and Korea are different.

Korean people are very concerned to their appearance, it is obvious to see plastic surgery is common in Korea. Pursing for beauty is an important concept for every Korean. The fashion style in Korean are very edgy, there are many trendsetters like G-dragon. (Jung, 2017) G-dragon is one of the member in the Korean boys bands group called “Big Bang� . He always willing to take a leap of faith by dressing up in an alternative style. The cap with long straps and clips (fig.2) is one of the example which raised by G-dragon and became a fashion trend (Jiang, 2018). However, the approach for build up the fashion style are totally different when compare with the younger generation in Hong Kong. Hong Kong consumers concerned about their personal appearance, but also adhere strongly to specific traditional cultural values (Marieke, 2004). It is interesting to found out that the young people which are craze for the Korean pop culture will not follow the whole set of the Korean fashion style in Hong Kong. They would like to pick some of the item or element in Korean fashion, through mix and match as to localize it to became their own style. Hence, the localization of Korean fashion style is common to see in Hong Kong.

1.2

P U R P O S E & A

I

M

S

The research aims to investigate how local consumers interpret and appropriate Korean fashion culture and styles in their everyday consumption.

For the research objectives are :

(i)

to examine local Korean fashion brands localize their design in Hong Kong

(ii)

to investigate the factors aecting the perception of Korean fashion styles among youngster in Hong Kong

(iii)

to investigate consumption preferences and behavior of fashion-clothing of Hong Kong youngsters;

(iv)

to propose an innovative marketing strategies for fashion business localization in Hong Kong.

Literature Review

2.1

Definition of Fashion Localization Localization refer to modifying global cultural contents to the demands of local consumers (Ingyu, 2017). The main purpose for the localization is to target the local citizen and then reshape their product in order to satisfy the wants of the local. As localization is the act of adjusting a product to make it usable and conform to the target markets (Gribbons, 1997; Sun, 2002). It provided a way to enter the foreign market more effectively, and understand the local consumer behavior by reshape their product. The process of localization can be divided into two directions. It can be either make changes on the features and the aesthetic appeal of the product. By adjusting the features, it will include some informational message like translation, addresses and measurement in order to reflect the needs of the target customers. In addition, images, colors are the example for adjusting the aesthetic appeal as to conform the target customer in the culture aspect (Sun, 2002). People proposed the localization mostly for describing a brand or company when they choose to start their business in other country, they will localize their product or content.

But it is argued that the localization can be used when talking about the fashion style. As every country has their own distinctive identity, culture and history, it leads a unique fashion style. People will localize the fashion style which came from other country. Due to the body and the taste towards fashion are different, the local will choose the most suitable fashion item in the foreign style.

2.2 2.2

Consumption behavior on fashion clothing among youngster

fig.3 PTL model Younger generation are one of the most influential groups of consumers of fashion. (Law, 2002). It is suggested that the youngster are concern about the fashion item and what is on trend. They are also the one who will be the innovator in fashion, and willing to spend more on fashion.

There is a PIL model (fig.3) define as a tool for the business to provide better preference of consumption (Rocha, Hammond and Hawkins, 2005).

Taking the example of PIL, it can be also used to describe the consumption behavior on fashion. When people having consumption on fashion clothing, they will consider the physical, identity and the lifestyle. Youngster looking for the physical reason as they will concern about the body shape and the comfort of an outfit. Fast fashion brand from Western country are common to find in Hong Kong like Zara and H&M, their clothing remains the design and silhouette for Western people. According to a research about the body shape between USA and Korean women, it is noted that there are more body shape categories in USA compare with the Korean women. The USA women had the larger number in the body measurements such as bust, waist and hips (Lee, 2007). Thus, the body shape is very different between Asian and Western. Customer will purchase for an outfit that fit their body and the one that they will comfort with.

For the identity aspects, youngster will influence by the color, personal style and the celebrity effect. The celebrity is the big influence on the customer choice especially for the youngest. To increase the publicity and reputation, designer and brand will make use of the celebrities to promote their product (Corbus, 2009). It will raise the attention and increase the willingness for the youngster to have consumption on it, if they found that their favorite celebrity is wearing it. On the other hand, color is used for presenting the personal style. Some people like black and some of them like colourful design. Preference for color and personal style is different among people. But it is argued that the youngest are appreciate for the unique design on fashion. This generation always being the innovators in fashion, therefore they are not only looking for something on the trend and also looking for something that have potential to became a fashion trend.

Furthermore, price and brand will be under consideration in the lifestyle of the younger generation. The youngster tends to have a lower purchasing of power as most of them are still working in the lower class or being a student. They are looking for the affordable and durable fashion item. Apart from that, they have less brand conscious unless they buy from the foreign brand (Cheng, 2004). Youngster would like to spend money in the foreign brand like Supreme and Off-White, their product are more exclusive when compare with the local brand like Baleno and Giordano. The clothing in the local brand are not on trend, they are just selling the basic style of clothing in order to meet the primary needs of the customers. The youngster will have more brand conscious when they look for a fashionable and exclusive clothing. Hence, when having consumption on fashion clothing, younger generation will make choice in between design, color, style, brand and price.

2.3

The relationship between clothing and identity

People tend to prefer the consumer goods are equal with their sense of social identity. (Belk,1987) There are many research all argued the clothing is an example by having a significant identity. Clothing is a significant symbol by reflecting the identity of a people (Feinberg, Mataro and Burroughs, 2015). Clothing is the basic needs in daily life and easily to found in public, so that they are the reason that driven clothing to become a sense of identity. It is obviously to understand the identity of individual from observing what they are wear. People can show others who they are and what they want to be through clothing. (Ashna, 2015).

The fashion appearance is used to interpret their personality, preference, social status and education achievement (Benett, 2005). From early 20th century, Hong Kong became the colony by British. They westernized the lifestyle in Hong Kong. Men started to wear the formal style of Western suit to represent they are the businessman. They always get in touch with the Western people for their export and import business and they try to pander them by wearing the suits (Chan, 2000). As a result, they dressed in a Western style and the used the clothing for expressing their occupational, social and economic status.

In the past decades, Korean wave taken the mainstream culture over the world with globalization. It was popular in many Asian cities like Japan, Taiwan, China and Hong Kong as the culture background are similar among them. People wearing Korean style as to admit the cultural diversity in Hong Kong. They accept and easily influence by other culture. Furthermore, wearing other country style of clothing are showing to the people that the identity of multicultural and the impact on the Korean lifestyle.

2.4

Streetwear taken storm and represent to be Korean fashion style Korean fashion is vibrant and diverse and has a clear identity although it takes inspiration from Western fashion (Bragg, 2013). There is different style in Korean fashion, it includes workwear, military, street fashion, sportswear and so on. The origin of these style are inspired by the Western fashion, but then Korean people taking the reference from it and recreate a new style for their country. According to Kim, the fashion news editor of Vogue, stated that Korean people are involving the most with the street style as it is affordable and influenced by the Korean pop artists (Hypebeast, 2018). Streetwear is a very significant style in Korean. It was popular among the younger generation and it is not hard to see people in Korean wearing in Street fashion. In addition, Korean street fashion is the way to express their values and lifestyle (Jisoo, 2005). There are big changes when compare to the Korean streetwear style in 1990s, as it is represented meaning of good luck and the ideas of prosperity and longevity. Korean street style nowadays was characterized by the strong impacts logo and the statement form together to give out an irony message (Jeena, 2017).

Methodology & Findings

3.1 Method This study is consisted in Primary and Secondary research. The combined method of qualitative and quantitative research was used in the primary research. For the quantitative method, questionnaire were used for the data collection. According to Brannen (1992), questionnaire is appropriate for this method as the research question are clearly defined to the respondent and require explicit answers. The questionnaire was posted on the google, and it can access a diverse of Hong Kong youngster with the benefit for providing huge amount of useful data. In the questionnaire, there are in total 16 questions for the respondent to complete. 60 samples, in which they had to give consent to their participation was successfully collected. The Hong Kong youngster who pay attention to Korean fashion will be the main target group.

For the qualitative research, in-depth interview was used for receiving the professional information and opinion on behalf of the topic. The question are open ended and less clear define to the interviewee, so they can bring out some interesting point and a further exploration for this research topic. (Brannen, 1992). In this research, there are two interviews with the editors from the online fashion page. They are the fashion innovator in Hong Kong and have understanding on the fashion style between Hong Kong and Korean youngster. During the interview, a researcher asked a few formalized questions. Each interview was around 15 minutes. The interview mainly sought out the personal experience of build up the own fashion style and comments on the localization of Korean fashion style in Hong Kong.

3.2

Findings

3.2.1 Factors affecting the consumption on fashion clothing

fig.4 Consumption preference on fashion clothing

fig.5 Occupation of the 60 respondents

The major factors that Hong Kong youngster will consider when they buy for the fashion clothing are the price, and design. There are nearly 80 percent of the respondent on the questionnaire were chosen the factors of price. (fig.4) The result are similar when compare to the interview with Jonathon, he had stated that the price is the important factors he concerned before choosing a fashion outfit. The youngster in Hong Kong mostly are the student or work for a part-time job. More than a half of the respondent of the questionnaire is student. (fig.5) Other than student will be the employed people. Some of the younger employed labor tend to be the lower to middle working class as they are lacking work experience.

There are a limited source of their income and this will weaken their purchasing of power. As a result, they are appreciated for a more affordable price and it is even better if the price is equal to the quality.

In terms of the design, there are nearly 90 percent of respondent consider it to be the most essential impact among all the preferences.(fig.4) People will choose the design according to their style. There are different type of fashion style in Korea. But there are some related design elements for the particular style. For instance, people will look for some elegant design if they love the femininity style in Korean. Like button down dress with puff sleeves, blouse with ruffle and lace are popular item in this style.

Therefore, consider the appropriate design according to their style, and a affordable price will be the main factors affecting the consumption preference on fashion clothing among the youngster in Hong Kong.

3.2.2 The Impact of Korean pop culture towards on fashion style According to the questionnaire, all the respondent was agreed the Korean pop culture has an impact on their fashion style (fig.6), and around 50 percent of them are highly influenced by it. (1= slightly influence, 5= Strongly influence). In addition, Hong Kong youngster are looking for the Korean style clothing, accessories and makeup since they are the main three aspects influenced by Korean pop culture. (fig.7) Due to the power of social media and celebrities effect, it leads the youngster follow the Korean fashion style. There are around 90 percent of the respondent regard the social media as the biggest impacts to them. (fig.8) It is found that most of the them are mainly use the online media platform to glance over the fashion style. Such as the online fashion page like Hypebeast. (fig.9) Recently, social media has become ubiquitous. It is vital for social networking and content sharing. (Sitaram and Bernardo, 2010) There are variety of social media channel, YouTube, Facebook, Twitter and Instagram are the popular social media in between the youngster. The entertainment industry spread out the K-pop culture through these platform, so that it became more easily to enter the daily life of the youngster. For example, the K-pop bands will have their own channel on YouTube ,and share their music and daily life video to the worldwide audience. Hence, the K-pop culture became powerful through media promotion, and the younger generation are easily get in touch with the Korean fashion style and receiving the information of it.

On the other hand, the celebrities effect is also one of the important reason that leading the youngster following Korean fashion style. (fig.8) Hong Kong youngster will seek inspiration from the celebrities when develop their fashion style. (fig.9) The style of the K-pop bands is formed by music, art and fashionable outfits (Choe and Russell, 2012) . They are tended to have a unique fashion sense and represent as the fashion icon in Korean.

What they wear and how they dress up are concerned by the K-pop follower. The younger generation would buy the same fashion item as their favorite celebrities do in order to imitate them. It is also a way to them to feel connected with the celebrities. As a result, K-pop celebrities had shape the fashion trend, and it attract the youngster to follow the Korean fashion style.

fig.6 Level of influence by Korean pop culture

fig.7 Aspects influence by Korean pop culture

fig.8 Factors of following the Korean fashion style

fig.9 platform inspired for buildup fashion style

3.2.3 Difference between the perception of fashion style There was a surprising result compare the perception on Hong Kong and Korean fashion style. There were more than a half of people agreed that Korean fashion style are edgy. (fig.10) In contrast, no one think that it is edgy when talking about the fashion style in Hong Kong. (fig.11) It is found that the Hong Kong youngster have a negative feeling to the fashion style in Hong Kong. Some of them consider the fashion style in Hong Kong to be not innovative.

One of the interviewee stated that it is a kind of social phenomena that the Korean are sensitive to the fashion trend and style. As mentioned before, K-pop celebrities are one of the impacts leading the fashion trend in Korean and since the Korean listened to their music and follow to their appearance when they were small and the fashion sense are cultivated from childhood. Because of the celebrities effect, it is also inspired the Korean to create their own fashion style . Besides, Korean pay attention to their appearance no matter from makeup to the outfit, they want to look attractive. Therefore, they have a more innovative thinking on building up the fashion style and they will search for the fashionable item as to increase their self-confidence by following the trend.

In Hong Kong, the younger generation are relatively less sensitive to the fashion. The interviewee had argued that Hong Kong people are rely on their parents when they are small. Especially on the dressing style, the children do not have any specific concept on it. So that, their style was educated and influenced by their parents. Most of the Hong Kong parents consider the functional clothing as the most important element for choosing the outfit for their children. Therefore, the younger generation in Hong Kong are lack of independent thinking as they rely on their parents since childhood. It became the barrier for the youngster in Hong Kong to create a unique fashion style.

Apart from that, the development of local fashion is also make the different between Hong Kong and Korean. Korean give support the local designer brand like Juun.J and KYE which are popular among the youngster. Seoul fashion week provide a way to let the local people to explore their fashion and style. It is obviously seeing many Korean will participate in the fashion week no matter they have a chance to see the fashion show or not. Most of them dress up with the local designer label in order to show the supportive. The fashion icon, innovators will gather in that place and allow people to take snapshot from them. It is showed that they are being proud of their identity and also letting other people know that how strong their fashion culture is. When the Seoul fashion week had started, people can find the activity photo in every newspaper, magazines and other social media platform. The distinctive fashion style in every Korean became the spotlight. People in Korea buy from local fashion, wear it and share it to other country. Hence, the development in the Local fashion brand ecology are positive in Korea, it can educate people of the fashion conscious and inspiring them for the fashion style. But it is a different situation in Hong Kong, most of the youngster did not know much about the local fashion designer brand. There are less attractive to the youngster on the local fashion, because their design are not following to the mainstream of fashion trend. Thus, it will be one of the reason making the fashion sense or style different with Korea.

fig.10 Perception on Korean fashion style

fig.11 Perception on Hong Kong fashion stylee

fig.12 reason affecting the localization on Korean fashion style

3.2.4 Korean fashion style localize in Hong Kong It is observed that some K-pop follower will localize the Korean style in Hong Kong , they will not follow the Korean exactly on what they wear.

From the questionnaire, more than 90 percent of people think that it is because of the different in acceptance. (fig.12) Local fashion style is more conservative than Korea. Hong Kong people will regard some Korean style as weird and exaggerated. So that they will localize the Korean style as simple as they can. The society in Hong Kong and Korea are different, Korean accept creative and new thing appear in the street. Hong Kong people would rather stay the same. It is the reason that discourage the Hong Kong youngster for taking one more step. They love Korean fashion style but they are worry about if they dress exactly what Korean look like.

They will be label as a weird people and criticize by the Hong Kong society, as the style may be too conspicuous and it is unusual in Hong Kong.

People loosing self-confident and innovative thinking on their own fashion style, so they will start to copy others. But they do not have any concept on how to develop own style actually, they are only told by the media that what Korean fashion style is. Thus, they will not understand why Korean dress in this way. For example, Korea street fashion are people using clothing to express themselves, and it include some irony message on the clothing. Once failed in following the style, Hong Kong youngster will pick some of the elements or design in Korean style localize it as their own style.

3.3 3.3 Further discussion

There are many Korean fashion brand and select shop open their store in Hong Kong such as Aland, SPAO and Stylenanda. According to the research, it is found that the Korean fashion brands did not localize their product in Hong Kong. Localization on the Korean style could be one of the promotion strategies for the them in Hong Kong. For the further discussion, it will be focusing on how to propose an innovative marketing strategies for fashion business to do localization in Hong Kong and aims to inspire the local youngster on develop distinctive fashion style.

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Visual References fig.1 Ramirez. R. 2012. Girls’ Generation Reveals Preview Medley for “I Got a Boy” Album. [ONLINE] Available at: https://www.soompi.com/ article/461208wpp/girls-generation-reveals-preview-meley-for-i-got-a-boyalbum. [Accessed 5 March 2019]. fig.2 Froniter. 2017. GD cap. [ONLINE] Available at: https://tw.bid. yahoo.com/item/%E3%80%90Froniter%E3%80%91 %E7%8F%BE%E8% B2%A8%E7%A7%92%E7%99%BC-%E7%B4%A0%E9%9D%A2-%E9%95%B 7%E5%B0%BE%E5%B8%BD-%E9%95%B7%E5%B8%B6-%E7%B4%94%E8 %89%B2-%E6%A3%92%E7%90%83%E5%B8%BD-100469602947. [Accessed 6 March 2019]. fig.3 Rocha, M, Hammond, L and Hawkins, D, 2005. “Age, gender and national factors in fashion consumption” . Journal of Fashion Marketing and Management, Vol. 9, p.380-390 fig.4 author’ s own fig.5 author’ s own fig.6 author’ s own fig.7 author’ s own fig.8 author’ s own fig.9 author’ s own fig.10 author’ s own fig.11 author’ s own fig.12 author’ s own Cover design: Pinterest. 2018. Choi Hung Estate, Hong Kong. [ONLINE] Available at: https://www.pinterest.com/pin/700380179530326892/ [Accessed 13 April 2019] Ahnf. 2018. Not punk…but lol sock and sandals. [ONLINE] Available at: http://ahn-f.tumblr.com/post/130219477395. [Accessed 13 April 2019]

Appendix

Appendix A Consent form of Jonathon

Project Title : Localization of Korean fashion style in Hong Kong

CONSENT FORM Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

______ Jonathon _____ ___3th March, 2019____ Name of respondent Date --------------------------------------------------------------------------------------------For office use only Name of researcher taking consent ………………………………………….

Date ………………………………………

Signature

_____________ Signature

Appendix B

Interview with Jonathon

Hannah= H Jonathan=J H: What’ s your consumption behavior or preference on choosing the fashion clothing?

J: I will first consider for the price because I don’ t have many incomes.

Hopefully, the price can be equal to the quality and an affordable price are appreciated. Then I will consider the style and the design. The cutting can’ t be too slim.

H: Are you agree that you have a unique style on fashion?

J: For me it would be hip-pop style, I always wear oversize clothing.

H: What platform inspired you when you build up your fashion style?

J: It would be the Taobao. In the past few years, I found that there are some Korean fashion brand open their e-commerce through this platform.

H: Why you will choose this kind of platform for getting inspiration?

J: Their styling really inspired me to have a concept for developing my own fashion style.

H: Here’ s are some question about the impact of Korean pop culture.

Do you agree that the Korean pop culture has an impact on the fashion style of the Hong Kong youngster?

J: yes definitely H: Seeing that there’ s are some posts about Korean fashion style in your Instagram platform, “22e” , What do you think about the difference between Hong Kong and Korea youngster in fashion sense or style?

J: I think Hong Kong people didn't have a distinctive fashion style. Compare with Korea, people know how to mix and match with the clothing and they are sensitive to fashion.

H: According to the previous question, do you think of any factors that lead to the difference?

H: According to the previous question, do you think of any factors that lead to the difference?

J: In Korea, people influenced by the K-pop star since they were small.

They always watched the artists and seeing their fashion style when presenting on the stage. It is a social phenomenon that the kids are cultivated to know fashion since childhood. But in Hong Kong, the children mostly rely on their parents. Their parents mainly bought the functional clothing to them. Therefore, they didn't have much concept on the fashion style.

H: What makes you make the decision on purchasing the Korean fashion?

J: I found that there is some Korean fashion brand build up their e-shopping platform in the social media like Instagram. They also share their styling pictures on the platform. From the pictures, I had found that Korean people know well on how to mix and match the fashion item and it really attract me to try and purchase for that fashion item.

H: There are many fashion style in Korean, the most obvious one should be the street style. It is stated that “Compare with Korea, Hong Kong did not have a unique style on fashion� What is your opinion on behalf of it?

J: Korean people focus on their local fashion brand, they will choose the local fashion brand item for the mix and match There are many good quality and design fashion brand in Korean, most of them can be found in the Seoul fashion week. In the fashion week, people in Korea will wear all the local designer brand in order to show the support to the local fashion. They enjoy the snapshot request by the social media, you will found their they look really self-confident in the snap. It is showed that they are pround to be a Korean and they want other people knowing that how strong was the fashion culture is in Korea. The development of the local fashion are really positive, and it help them to shape the distinctive fashion style. But in Hong Kong, local fashion development are not favourable and it is no use for the youngster in Hong Kong for inspiring them to build up their own fashion style. Also, there are lack of fashion leader in Hong Kong, I think people in Hong Kong have their own unique style, but just some of them.

H: Most of the fashion style in Korean are very edgy, the use of color and layer are diverse, but in Hong Kong many youngsters are mainly dress in simple and casual style. There are some K-pop follower will localize the Korean style, they will not follow the Korean exactly on what they wear.

What do you think of the reason in this phenomenon?

J: Hong Kong youngster only know about “jump on the bandwagon� .

There are two mindsets of them. One is taking reference from something, other is follow exactly what the trend is. Most of the youngster will choose to follow the trend, but they won't take one more step to understand the reason behind, why they dress like this and how they dress. People do not gain much self-confident when copying the Korean style, they do not have the courage to wear that style so they will localize it to be simpler.

H: Do you think of any Korean brand are beloved by the Hong Kong people?

J: I think it should be Aland.

H: That’ s the end of the interview. Thank you for taking the precious time to finish this interview.

Appendix C Consent form of Kun

Project Title : Localization of Korean fashion style in Hong Kong

CONSENT FORM Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

______ Kun _____ ____3th March, 2019____ Name of respondent Date --------------------------------------------------------------------------------------------For office use only Name of researcher taking consent ………………………………………….

Date ………………………………………

Signature

___________________ Signature

Appendix D

Interview with Kun

Hannah= H Kun=K H: What’ s your consumption behavior or preference on choosing the fashion clothing?

K: I like a lot of things, so when I choose clothes, I will see if the clothes have the elements that I like. For example, I love to watch movie then I will choose to buy if the clothes include the design elements from my favorite movie.

H: Are you agree that you have a unique style on fashion?

K: It would be street style. It is because streetwear includes many thing.

Wearing a suit jacket can be defined to be streetwear. Also the street wear from graphic design are taking reference from daily life so that streetwear make me feel like it was close to my daily life.

H: What platform inspired you when you build up your fashion style?

K: It come from my daily life. Something that you like then you will choose it to be your style H: What do you think about on the fashion style in Hong Kong?

K: People in Hong Kong like to wear in “Uniqlo style” . What I mean is the basic and casual style. Uniqlo mainly selling the basic item of the clothing. Simple design of T-shirts, jeans, blouse, jacket are common to find.

H: Here’ s are some question about the impact of Korean pop culture.

Do you agree that the Korean pop culture has an impact on the fashion style of the Hong Kong youngster?

K: Yes H: According to the previous question, do you think of any reason behind?

K: Korean pop music has an biggest impact to the Hong Kong people, and it also include fashion culture.

H: Seeing that there’ s are some posts about Korean fashion style in your Instagram platform, “22e” , What do you think about the difference between Hong Kong and Korea youngster in fashion sense or style?

K: The city of Korea are bigger than Hong Kong and there is the different on the climate, therefore the preference and consideration on choosing clothing are supposed to be many more compare with Hong Kong. I think Korean are innovative and show the diversity of the clothing style.

H: According to the previous question, do you think of any factors that lead to the difference?

K: It will be the issue of local fashion brand. Like Korea, Japan and Taiwan, they are really support with their local brand. Although there may be different style, but it can satisfy different wants from different people. The whole ecology of the local brand development are favorable and positive. In contrast, local fashion brand in Hong Kong cannot stick close to the trend.

H: There are many fashion style in Korean, the most obvious one should be the street style. It is stated that “Compare with Korea, Hong Kong did not have a unique style on fashion” What is your opinion on behalf of it?

K: I think this description itself will be the reason that discourage the Hong Kong people from searching a fashion style. Always taking Hong Kong to compare with other country will make them only know comparing with other. It could be easily influence them to follow the trend in other country.

H: Do you think of any Korean brand are beloved by the Hong Kong people? How attractive are they?

K: I think it should be Ader Error, because their design is simple and clean.

H: That’ s the end of the interview. Thank you for taking the precious time to finish this interview.

Appendix E Questionnaire Questions 韓國時裝風格在港本地化 Localization on Korean Fashion Style in Hong Kong 我們正在研究韓國時裝風格在香港的本地化。我們很樂意聽取您的意見 。這將有助於我們了解香港年輕人對韓國時尚風格的看法以及對時裝消 費的偏好。調查應該只需要 5 分鐘，您的回答完全是匿名的。從該研究 中獲得的數據僅用於研究人員的學術研究。該數據不會用於本研究之外 的任何其他目的，因為這些數據將被保密並且不會透露給任何一方。受 訪者應根據自己的最佳知識提供真實答案，因為他們也有權拒絕參與本 研究。 您只能進行一次調查，但您可以編輯您的回覆，直到調查結束 標有星 號（*）的問題是必需的。 如果您對調查有任何疑問，請發送電子郵件至：yanna887@gmail.com 我們非常感謝您的意見 !

We're conducting research on the localization of Korean fashion style in Hong Kong. We'd love to hear from you about comments of it. This will help us to understand the perception of the Korean fashion style among the Hong Kong youngster and the preference on the consumption of fashion clothing . The survey should only take 5 minutes, and your responses are completely anonymous. The data obtained from this study is solely used for the researcher’ s academic study. The data will not be used for any purposes other than this study, as the data will be kept confidential and not disclosed to any party. Respondents should provide the true answer based upon their best knowledge, as they also have the right to refuse to participate in this study.

You can only take the survey once, but you can edit your responses until the survey is closed on 09/03/2019 Questions marked with an asterisk (*) are required.

If you have any questions about the survey, please email us: yanna887@gmail.com We really appreciate your input!

個人行為 Personal Behaviour 1. 您購買衣服時會考慮甚麼因素 ? What’ s your consumption behavior or preference on choosing the fashion clothing?

1) 價格 Price 2) 設計 Design 3) 品牌 Brand 4) 耐用性 Durability 5) 舒適度 Comfort level 6) 實用性 Functionality 7) 其他 Others 2. 您認為自己在塑造個人衣著風格的時候是透過甚麼途徑獲取靈感或參 考 ? What platform inspired you when you build up your fashion style?

1) 網上購物平台 Online shopping platform e.g. Taobao 2) 時尚雜誌 Fashion magazine 3) 廣告 Advertisment 4) 報紙 Newspaper 5) 網上時裝專頁 online fashion page e.g. Hypebeast 6) 本地商舖 Local shop 7) 明星 Celebrities 8) 網絡紅人 key opinion leader 9) 時裝秀 Fashion show 10) 其他 Others 2a. 承上題，為甚麼您會選擇這些方式 ? Following the previous question, Why you will choose this kind of platform for getting inspiration?

Please specific :_________________________ 3. 您是否同意自己有一套獨特的穿搭風格 ? Do you agree that you have a unique style on fashion?

1) 不同意 Disagree 2) 同意 Agree

韓國流行文化的影響 Impact on Korean pop culture 4. 您認為自己的穿搭風格受到韓國流行文化的影響程度 ? How Korean culture has an impact on your fashion style?

1) 1-2-3-4-5 *1= 略有影響 Slightly influence *5= 強烈影響 Strongly influence 5. 韓國流行文化影響您哪方面的穿搭風格？ If yes, Which aspects on your fashion style influence by Korean pop culture the most?

1) 飾品 Accessories 2) 服裝 Clothing 3) 鞋 Shoes 4) 妝容 Make up 5) 髮型 Hair styling 6) 其他 Others 6. 甚麼因素會讓您跟隨韓國時尚風格？ Under what factors will make you follow the Korean fashion style ?

1) 明星效應 Celebrities effect 2) 朋輩影響 Peers influence 3) 社交媒體影響 Social media influence 4) 文化影響 culture influence e.g. lifestyle 5) 其他 Others 7. 您如何看待香港的時尚風格？ What do you think about the fashion style in Hong Kong?

1) 前衛 Edgy 2) 保守 Conservative 3) 標其立異 Weird 4) 休閒 Casual 5) 誇張 exaggerated 6) 優雅 Elegant 7) 簡約 Minimalist 8) 其他 Others 8. 您如何看待韓國的時尚風格？ What do you think about the fashion style in Korea?

1) 前衛 Edgy 2) 保守 Conservative 3) 標其立異 Weird 4) 休閒 Casual 5) 誇張 exaggerated 6) 優雅 Elegant 7) 簡約 Minimalist 8) 其他 Others

9. 一些韓國流文化跟隨者會將他們的穿搭風格本地化，他們不會完全跟 隨韓國的穿搭風格。您認為有甚麼原因導致這個現象？ There are some Hong Kong Kpop follower will localize the Korean style, they will not follow the Korean exactly on what they wear. What do you think of the reason in this phenomenon?

1) 不同身形 Different in Body shape 2) 不同的傳統觀念 Different in traditional concept 3) 對韓國風格缺乏了解 Lack of understanding on Korean style 4) 可接受程度不同 Different in acceptability 5) 其他 Others 10. 您知道任何在港的韓國品牌或複合式品牌店嗎？ Do you know any Korean fashion brand or select shop in Hong Kong below?

1) Aland 2) MLB Korea 3) Stylenanda 4) SPAO 5) WHO.A.U 6) CHUU 7) K-style Lab 8) Korean designer brand under l.T 9) 其他 Others 10a. 承上題，您會選擇購買或已經在商店消費的韓國品牌是？ Following the previous question, which Korean brand you will choose to buy or already consumed in the store?

1) Aland 2) MLB Korea 3) Stylenanda 4) SPAO 5) WHO.A.U 6) CHUU 7) K-style Lab 8) Korean designer brand under l.T 9) 其他 Others 11. 為什麼會購買韓國時尚品牌？ Why you buy Korean fashion brand?

1) 時尚 Stylish 2) 可接受的價格 affordable price 3) 獨特設計 unique design 4) 選擇種類多 Variety of choice 5) 有名 Famous 6) 其他 Others

12. 您是否同意上述韓國時尚品牌為香港人本地化自己的產品或設計？ Do you agree that the above Korean fashion brand have localize their design or product for the Hong Kong people?

1) 是 Yes 2) 不是 No 12a. 如同意 , 哪個 / 些韓國時尚品牌為香港人本地化自己的產品或設計 ?

If yes, which Korean fashion brand have localize their design or product ?

1) Aland 2) MLB Korea 3) Stylenanda 4) SPAO 5) WHO.A.U 6) CHUU 7) K-style Lab 8) Korean designer brand under l.T 9) 其他 Others 13. 您認為在港的韓國時裝品牌有沒有本地化的需要 ? Do you think there is a need for localization of Korean fashion brands in Hong Kong?

1) 1-2-3-4-5 *1= 不必要 unnecessary *5= 十分需要 necessary 個人資料 Personal Information 14. 性別 Gender 1) 男 Male 2) 女 Female 15. 年齡 Age 1) 16-20 2) 21-25 3) 26-30 4) Above 30 16. 職業 Occupation 1) 學生 Student 2) 在職人士 Employed 3) 待業 Unemployed 4) 其他 Others

Appendix F Result of the Questionnaire

2.