International Journal of Affective Engineering
Online ISSN : 2187-5413
ISSN-L : 2187-5413
Original Articles
Color Feature of Fast Fashion Brand Outerwear on Official Online Store
Qian XIONGHyojin JUNGSaori KITAGUCHITetsuya SATO
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2016 Volume 15 Issue 1 Pages 1-9

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Abstract

Outerwear colors of H&M, ZARA, and UNIQLO were objectively investigated through their official online stores for a whole year, to clarify the common and particular features in colors among fast fashion brands. This study has focused on hue distribution, annual change, the basic and accent colors. Color feature of male and female outerwear in three brands are summarized respectively, and results demonstrate that colors of male and female outerwear in each brand are mainly low-chroma and achromatic colors, meanwhile colors with high-chroma are concentrated in the area between red and yellow direction; outerwear colors of fast fashion brands are affected by seasons, generally colors seem vivid and bright in spring-summer season, dull and dark in autumn-winter season; basic colors “white, black, navy blue, brown, gray” used in traditional apparel industry are utilized in fast fashion brands as well.

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© 2016 Japan Society of Kansei Engineering
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