• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.420-430
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• 2007

Noting that there is an increasing trend of the so-called 'neo-single life style' among women these days, this research aims to make a product development for these neo-single women in this era of families of a single member by analyzing their concepts and characteristics. We payed a particular attention to the data from such sources as newspapers, magazines or the articles in the Internet. The essence of our research lies in the analysis of target market, in the suggestions in the brand planning and product development and in the designs of fashion and interior products for them. The result of this research is as follows. First, it turns out that these neo-single women enjoy a kind of multi-mixing code lifestyle rather than showing a preference for a particular brand. For this reason, we have decided to pursue a multi-concept brand fonn as a right direction for brand planning for them. Second, as for a philosophy behind the brands, we suggest a concept of 'small utopia' for neo-single women and express such as new aristocracy, happiness and pleasure. Third, we adopt 'YOU' as the name of the brand as it reflects their various life styles and characteristics. Fourth, as for the product development of F/W in 2007, we have decided on 'Minimal Natural' as it mixes up the concepts of the controlled beauty of sophistication and multi-functional elements and 'Modern Primitive' as it expresses the ethnic elements on modern images having craft factors and modern images. We have performed concrete tasks in creating images, coloring, making fabrics for each theme. Fifth, we have chosen and suggested other products that are suitable for these neo-single women who seek for multi-functional but simple kinds after surveying a wide range of products in magazines or in the Internet.