한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제18권6호
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  • Pages.844-857
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  • 2016
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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현대 패션 산업에 나타난 DIY(Do it yourself) 연구

A Study on DIY in Contemporary Fashion Industry

  • 박혜원 (오산대학교 패션디자인계열)
  • 투고 : 2016.10.20
  • 심사 : 2016.12.28
  • 발행 : 2016.12.31
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초록

The purpose of this study was to figure out the meaning and value of DIY shown in the fashion industry today, to analyze the types and characteristics of DIY applied to the products of domestic and global fashion brands, and to provide implications for brand marketing strategies. This study was based on qualitative research which was media contents analysis and brand case study on fashion DIY. The results were as follows: First, the concept of DIY involved the Semi-DIY way that meant individuals participated in not every step of design and making process but a part of them such as design process. Also, it was means for customization. Second, the value of DIY consisted of individual value, experiential value, enjoyable value, self-actualizaion value, social value, economic value and ethical value. Third, fashion DIY was classified into seven types: DIY choosing and assembling design components of a product, DIY modifying a design with trimming, DIY making a product by using DIY Kits, DIY modifying a design after making a product by using DIY Kits, DIY choosing design components, DIY designing, and DIY all making and designing. DIY could be applied as a key marketing strategy for mass customization to meet the value of individual consumer.

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피인용 문헌

  1. Personalized Fashion Design using Data Visualization method vol.67, pp.5, 2017, https://doi.org/10.7233/jksc.2017.67.5.017