Conference article

Female fashion magazines published in Japan are often grouped by the colors of title logos; red-letter magazines and blue-letter magazines. And the fashion coordinates appeared in the magazines are called red-letter style and blue-letter style, respectively. In the present study, fashion coordinates appearing in 16 magazines issued throughout one year were analyzed by the corresponding analysis. The results showed that the red-letter style coordinates uses feminine items, like frilly blouses, mini-skirts, pumps and handbags with flower, small polka dot and hound’s tooth check patterns, which were made of organdy, lace, chiffon and thick fabric materials. The blue-letter style coordinates use casual or sporty items such as parkas, half pants, sneakers and backpacks with camouflage patterns embroidery, small flower patterns, and paisley patterns, which were made of satin, fleecy stitch and boa.

Female fashion coordinates, fashion magazine, correspondence analysis, red-letter style, blue-letter style