• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.694-703
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• 2013

A variable dress design can be an alternative to satisfy a consumer need for diverse expression and self-realization at a lower cost factor. In the area of wedding dress, the change in the trend of wedding culture (which tends to demand more units of wedding dress) makes the cost factor more important in the purchase selection. A variable design has a clear advantage for wedding dresses and the wedding industry. This is the first research on a variable design that focuses on wedding dresses. This research develops a variable wedding design which respects consumer preferences independent of a variable wedding dress design that presents a new shape of silhouette or the development ofa new wedding dress materials. A survey on the supply side was conducted to examine market preferences by first browsing the Naver portal site and then checking the websites of major wedding dress suppliers. A questionnaire survey was conducted with a sample of 348 brides-to-be that inquired on wedding dress selection factors and purchase patterns. The survey shows that consumers prefer mermaid and A-line silhouettes, silk material, white-ivory color, and tube top necklines. The result conforms to the types commonly found in the designs of suppliers. We apply a detachable design to a basic mermaid silhouette and implemented change for 7 kinds of styles -based on the result of the survey. We suggest a variable wedding dress design as a new means to solve the cost concern and the customer need for diverse expression. The research represents a new life style for wedding culture and facilitates the development of the wedding industry.