5. Conclusion and discussion
This research analyzes the dandyism tendency of contemporary male fashion consumers. These consumers use multi-brand stores or tailor shops to focus on common views of new consumption behavior and the attributes of dandyism. Study results show that the use of multi-brand stores and tailor shops and resultant purchase motives derive from the pursuit of an appearance that distinguishes individual male fashion consumers from others, a goal based on the purchase of attire that differs from popular styles and the desire to be seen as welldressed men. Respondents believe that their clothes should reflect a refined aesthetic sense and taste in order to make their appearances original, unique, and distinct from others. Multi-brand stores and tailor shops are the retail outlets best suited to deliver this customer group the products they desire. Findings show that the respondents usually look through magazines and magazine collections to acquire a polished aesthetic sense and taste. They consistently explored new fashion brands that cannot be easily found in other places, the design philosophy of such brands, and new products by reading websites and blogs run by Korean multi-brand stores or by visiting the stores directly. Respondents interested in classic wear or tailored suits also examine the fabric types, the sewing process for handmade jackets, resultant advantages while wearing the products, the ideal suit's shape according to body type, and how to wear a tailored suit.
