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A Study on Value Based Consumption Trends Appeared in Customizing Design

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.197-214
  • DOI : 10.25111/jcd.2018.62.16
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 11, 2017
  • Accepted : January 24, 2018

Choi, Woo-hee 1,  Su-Jeung Kim 2

1이화여자대학교 조형예술대학 시각디자인 대학원
2이화여자대학교 조형예술대학 시각디자인과

Accredited

ABSTRACT

Consumer-centric markets, which emphasize the subjective taste and individuality of consumers, have increased recently, and the value consumption phenomenon and the crusher have begun to emerge. This phenomenon has led to an increase in popular interest in products using customized designs, and attention has been paid to the fact that trends are changing rapidly and customized designs are utilized in various ways by fashion brands that actively reflect the times. Therefore, we will theoretically examine the customizing design of the fashion brand and reveal the characteristics of customization through design analysis. The analytic methods are classified into four faces of mass customization method of Pine and Gilmore: collaborative customization, adaptive customization, cosmetic customization, and transparent customization. In addition, according to the design positioning, the customized design is divided into the luxury brand and the general brand, and the visual form is analyzed by analyzing the design formative method based on the expression form. Through the analysis result, the structure of the customized design, The action was known. As a result of the study, the collaborative customization method was most used in the fashion brand, and the general brand tended to use more customization than the domestic brand in the overseas market. In addition, the visual expression method of the customizing design is characterized by utilizing the integrated graphic and typography in a main way rather than the separate type material and ornament. In the case of the luxury brand, it was found that consumers' interaction with the firm is strong based on the consumer-driven type in the production of the customized design. In addition, there were many layout fixed types, and the use of collaborative customization method was most prominent. In general brands, customization of consumer-driven type tended to be utilized positively, and interaction between company and consumer was common. Layout was the most autonomous type, and appearance customization method was found to be more prominent.

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