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1) The purpose of this study is to investigate the self-image of men and the characteristics of their fashion styles, as they are fast becoming an influential consumer group. Men in the thirties and forties who had a higher-than-average interest in fashion were surveyed online and the results from this study are as follows. In terms of variations of self-image connected to situations, we found that there were strong relationships between the preference of the “charming & romantic” image to private meet-ups with acquaintances, “intelligent & classy” to official events, “rational & realistic” to everyday work in an official setting, and “modest & ordinary” to complex situations including family occasions and customary events. Those who aimed for “urban refinement sensitive” appeal also preferred a “charming & romantic” self-image, while pursuing a “classic & modern” fashion style for official settings and a “gentle & charming” style in private settings. Those who aimed for “stable elegance intelligent” youth” image preferred the “intelligent & classy” image, while pursuing a “stable & intelligent” fashion style in official settings, and an “intelligent yet active & young” style in private settings. Those who aimed for “rational practicality comfortable activity” image preferred a “rational & realistic” self-image, while pursuing a “rational & practical” fashion style in official settings, and a “comfortable & active” style in private settings. Those who aimed for “ordinary modesty plain simplicity”preferred a modest and ordinary self-image, while pursuing an ordinary fashion style, and a simple style in private settings. The various situational assessments used in this study to analyze the fashion-related circumstances for male consumers can be utilized in upcoming studies, and can be an effective indicator of situational consumer preferences in terms of men’s fashion marketing and product planning strategies.      . Corresponding author: Hong Yun Jung, email: insight966@naver.com 服飾 第65卷 8號  2 I.  1.                   .                 .          ,   ,               ,             (Kim, 1999; Kim & Lee, 2005; Son, 2009; Kim, 2009; Kim, Lee, & Lee, 2010; Kim & Kim, 2014; Hong, Kim, Lim, & Kim, 2014). Lee(2014) “                     "  (pp. 11-13). ,                 .  30               ,                .  30~40                     .  1990 X    ,        .    30~40   , ,               .           ,        ,             . II.   1.  , ,   “         ”    “   , ,   ”      (Aries & Duby, 2002, pp. 37-39).              .     “ 3 (third place)    , ,    , , ,        ” (Oldenberg, 1999; Lee, 2006, p. 134).     “        ,     ”   (Kim & Oh, 2008, p. 95). Mikunda(2005) “             ,      ”    ‘3 ’   (pp. 200-350).

Preferred Fashion Style based on the Men's Self-image Including Fashion Involved Circumstances