The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z’s journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M’s journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. Fashion product purchase channel type
    2. Characteristics of MZ generation
Ⅲ. Research Method
    1. Research problems
    2. Ethnography research method and analysis
    3. Data collection
Ⅳ. Results and Discussions
    1.Typication of MZ generation’s purchases channel  journey
    2.Comparison of characteristics of the purchase channel journey in the MZ generation
V. Conclusion
References

• 이정우(가천대학교 패션디자인학과 강사) | Jung-Woo Lee (Instructor, Dept. of Fashion Design, Gachon University, Korea)
• 김미영(가천대학교 패션디자인학과 교수) | Mi Young Kim (Professor, Dept. of Fashion Design, Gachon University, Korea) Corresponding author