Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the Types and Strategies of Customizable Fashion Brands on Web Media

웹 미디어에 나타난 커스터마이저블 패션 브랜드의 유형 및 전략 연구

  • Lee, Misuk (Dept. of Clothing and Textiles, Chonnam National University) ;
  • Chung, Kyunghee (Human Ecology Research Institute, Chonnam National University)
  • 이미숙 (전남대학교 의류학과) ;
  • 정경희 (전남대학교 생활과학연구소)
  • Received : 2016.11.25
  • Accepted : 2017.01.20
  • Published : 2017.02.28
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Abstract

The purpose of this study is to analyze fashion brands' contents and characteristics of the participation platform of users, to assess the types and strategies of mass customization(MC). Most fashion brands sell one professional content: Shoes brands were the most common, followed by bags, unisex wear, and menswear. In consumer's design selection elements, changes in color and materials were the most common. For the personalization service elements, monogram service was the most common. The results of MC types analysis were as follows, Customized Standardization was the most common, followed by Tailored Customization, Pure Customization, and Segmented Standardization. For the types according to changes in products and expression methods, Cosmetic was the most common. And the classification according to modulation, Modularizers were the most common. For Creativity, brands in the making stage were the most common. For Flexibility, although brands different methods, high flexibility by modularizing design elements of products and accomplishing various design through participation. The Ease of use for various expression was generally high, parallel to Flexibility. For Durability, because consumers could receive end products only when they participated in the assembly stage in the on-line purchase, their continuous participation was not possible, so they participated only once. The typical types and strategy of MC were analyzed. The Customized Standardization type was the most common in shoes, bag, and womenswear brands. It was the Cosmetic type which could change colors and materials, the Modularizers, and had high Flexibility and Ease of use and low Durability.

Keywords

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