An investigation of contemporary menswear design in Hong Kong

As the menswear market has transformed dramatically in recent years, traditional studies and concepts of menswear are now dated. In this Hong Kong based study, the views of the local young generation on contemporary menswear aesthetics are examined. A total of 103 males and females were invited to participate in a questionnaire survey which elicited their perceptions concerning contemporary menswear aesthetics, locally and globally, in the areas of attractiveness, fashionability, masculinity and purchase motivation. The characteristics of ten menswear designs were identified by a selection of descriptors. Fashion education and consciousness were found to be influential in respondents' perception on menswear design. In addition, perceptual mapping in terms of scale of design richness and scale of individuality and their relationship against purchase motivation was developed, which showed a significant linear correlation between the scale of design richness (SD) and the scale of individuality (SI). The contemporary menswear aesthetics studied were regarded as rich in design and individuality, and differentiated positioning was found among the aesthetics.