Kawaii is a Japanese cultural uniqueness that attracts attention around the world. It has been considered as an important
value that increases impressions on various products. Since 2017, we have conducted our research on kawaii fashion trends in Japan from three aspect: fashion expertise, computer vision, and deep learning approaches. Our recent research proposed to use deep learning algorithm to construct a classification model from kawaii fashion styles and then apply the model for the classification of luxury brand images. In this research, we continue to use the classification results to visualize the degrees of kawaiiness on 2-dimensional kawaii map with “traditional kawaii” and “modern kawaii” axis based on kawaii fashion styles for 7 luxury brands. Our goal is to analyze the luxury brand positioning in kawaiiness through the visualization of degrees of kawaiiness among collections of each fashion brand. As a result, we succeeded to visualize the characterization of kawaiiness of the luxury brands which contribute to fashion research field.
Keywords: Kawaii, Fashion, Luxury Brand, Deep Learning Model, Kawaii Map
Tippporn LAOHAKANGVALVIT , Peeraya SRIPIAN , Keiko MIYATAKE and Michiko OHKURA
