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

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.