Analysis of Fashion Value and Emotion in Digital Environment Based on Analysis of Famous Korean Fashion YouTube Review Data

Abstract

The fashion world is trying various changes due to the development of technology, the non-face-to-face environment caused by Covid-19, and the lifestyle change of the digital generation. It is a world where luxury brands promote and sell their products in a metaverse environment. Fashion influencers also use YouTube to give advice on styling and short content, and lead lifestyle changes. As a result, the values and sensibility of digital-based fashion are also changing. Therefore, this thesis researched related contents through Fashion YouTube. Fashion YouTube, which has the top 5 domestic subscribers and videos as of May 2021, was selected. I crawled their youtube data reviews with python. As a result of the analysis of the collected data with text-mining, past fashion discovered fashion and trends, but modern fashion further emphasized the philosophy and values of life based on their own lifestyles. Rather than changing fashion based on trends, fashion is a means of expressing individual values, emphasizing emotional details and expressing fashion changes. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.