패션 유튜버의 동영상 콘텐츠와 패션 유튜버 특성과의 관계 연구 = A Study on the Relationship between Fashion YouTubers’ Video Contents and Fashion YouTubers’ Characteristics

다국어 초록 (Multilingual Abstract)

Although the popularity of YouTubers who provide video content in the fashion and beauty fields is increasing, there has been no research analyzing video content of YouTubers specialized in the fashion field. Therefore, in this study, 10 fashion YouTubers’ top 30 videos, totally 300 videos were selected based on the high number of subscribers. The contents of popular fashion YouTubers were analyzed by thumbnail, title of 300 videos. Furthermore, by analyzing the relationship between popular content and the individual characteristics of YouTubers, this study analyzed what attributes are related to the secrets of popular content through their connection to five categories: professionalism, charm, originality, fame, and familiarity. Fashion YouTubers’ contents are composed of styling, howl-unboxing, fashion information, daily life, store visits, and DIY. In the order of high proportion, styling is in the order of TPO, body type, trend, howl & unboxing is in the order of season, item, brand, amount, shopping mall, and fashion information is in the order of recommendation, review, beauty, and shopping method. Daily life is in the order of identity-related, diet & beauty, overseas & daily escape, SPA, global luxury brands, and fashion street, and lastly DIY is in the order of shoes, clothing, and other, but it does not account for much of the entire content. Fashion YouTubers’ contents were also related to the characteristics of YouTubers. The professional group was related to styling and daily content, and the attractiveness group was highly related to styling, howl-unboxing, and fashion information, which was popular among subscribers, mainly by purchasing fashion products and presenting how to unbox or style them. In addition to content in specialized fields, the originality group showed high relevance to daily content. Famous groups can be interpreted as having a low correlation between fame and content because they were widely related to howl-unboxing, fashion information, store visits, and daily content. The friendliness group was highly related to styling, howl-unboxing, and fashion information content, and it kindly explained how to coordinate clothes in a friendly way, fashion information, and product purchase reviews. This study is valuable as a pioneering study because there has been no research on the content of individual fashion YouTubers working in the fashion field so far, and can provide a little significant answer for fashion YouTubers to the question on how to link differentiated qualities with content.

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