| abstract |
| Retro style refers to recreating or reusing past styles or products in the present context. The consumption meanings of retro is diversified in the era that is full of retro styles and designs. The current study is to understand socio-cultural meanings of retro consumption based on consumers` lived experiences. A qualitative research was conducted with 42 participants. Data was collected with regard to retro consumption of appearance-related products including clothes and accessories. Findings include categorization of retro fashion, the ambivalence of retro, and the characteristics of the past experienced through retro consumption. Firstly, retro fashion includes 4 categories: Genuinely-aged retro brand, genuinely-aged products, reproduced retro style brands, and reproduced retro style design. Secondly, the ambivalence theme includes discussions on retro classic and retro trends. Another ambivalent features emerged are consuming the social meanings and emotions versus pursuing self-expression and uniqueness through retro styles. The last theme emerged is the characteristics of the past that shows the consumer`s relationship to the paste from the perspective of the present time. While consumers actively experience the concept of the past enjoying nostalgia, they at the same time set and keep distance to the past in retro consumption. Implications of the study and suggestions for future study are discussed. |
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| Key Words |
| 레트로, 노스탤지어, 패션 소비, Retro, Nostalgia, Fashion consumption |
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