The study aimed to investigate the factors influencing genderless fashion preferences. The questionnaires were collected from men and women participants aged 20 to 49 living in Seoul City and Gyeonggi Province. Data analysis involved factor analysis, t-test, ANOVA, and regression analysis. The findings revealed that genderless fashion preference comprised four factors, namely individuality pursuit, deviation from norms, fashion pursuit, and social recognition pursuit. Self-esteem encompassed two factors positive self-esteem, and negative self-esteem. while sociocultural attitude toward appearance consisted internalization, and awareness. Second, positive self-esteem significantly influenced individuality pursuit and deviation from norms in genderless preference factors. Third, sociocultural attitude toward appearance had a significant effect on genderless fashion preference, with awareness particularly exerting a significant effect on individuality pursuit, fashion pursuit, and social recognition pursuit. Fourth, genderless fashion preferences exhibited differences based on gender role identity in factors such as individual pursuit, norm avoidance, and trend pursuit. Lastly, demographic characteristics such as age, education, occupation, and monthly income revealed significant differences in genderless fashion preferences. From the results of the study, it was found that consumers perceived individuality pursuit, fashion pursuit, and social recognition pursuit as important influencing factors of genderless fashion preferences. In addition, it is necessary to create an independent brand identity by developing various items to express consumers’ individuality, differentiated brand concepts from other brands, and store displays.

I.􀀃 Introduction􀀃 􀀃
Ⅱ.􀀃 Review􀀃 of􀀃 Literature􀀃
    1.􀀎 Genderless􀀎 􀀎
    2.􀀎 Gender􀀎 role􀀎 Identity􀀎
    3.􀀎 Self-esteem
    4.􀀎 Sociocultural􀀎 attitude􀀎 toward􀀎 appearance
Ⅲ.􀀃 Research􀀃 Method
    1.􀀎 Research􀀎 questions
    2.􀀎 Definition􀀎 of􀀎 variables􀀎 and􀀎 measurement
    3.􀀎 Sampling􀀎 and􀀎 data􀀎 analysis
Ⅳ.􀀃 Results
    1.􀀎 Factor􀀎 analysis􀀎 of􀀎 genderless􀀎 fashion􀀎 preference,􀀎self-esteem􀀎and􀀎sociocultural􀀎attitude􀀎toward􀀎appearance
    2.􀀎The􀀎effect􀀎of􀀎self-esteem􀀎on􀀎genderless􀀎fashion􀀎preference
    3.􀀎The􀀎effect􀀎of􀀎sociocultural􀀎attitude􀀎on􀀎genderless􀀎 fashion􀀎 preference
    4.􀀎 Differences􀀎 of􀀎 genderless􀀎 fashion􀀎 preference􀀎according􀀎 to􀀎 gender􀀎 role􀀎 identity
    5.􀀎 Differences􀀎 of􀀎 genderless􀀎 fashion􀀎 preference􀀎according􀀎 to􀀎 demographic􀀎 characteristics
Ⅴ.􀀃 Conclusion

• 이현지(경성대학교 패션디자인학과 박사) | Hyun Ji Lee (Doctor, Dept. of Fashion Design & Merchandising, Kyungsung University, Korea) Corresponding Author