In this study, we developed a user-centered design methodology and process based on real-world projects for the design of dual-user products. Dual-user survey was based on a contextual study how to gain confidence. Analyzed using environment by questionnaire survey to sub users, and analyzed using behavior through observation techniques to the main users. Specific process is as follows. First, in using environmental analysis: ① questionnaire design, ② survey, ③ data analysis, ④ implications derived, and second, in using behavioral analysis: ① shooting a movie, ② behavioral observations, ③ build affinity diagrams, third, was finally obtain the information for the design planning on the basis of implications derived through user environment analysis and affinity diagram. Thus, most of the products and services have a dual user (main user and sub user), and suggested the need for systematic research and the possibility of a new methodology studies.

keyword : 맥락적 연구, 디자인 리서치, 어피니티 다이어그램, Contextual inquiry, Design research, Affinity Diagram

Letters have continued to change into new forms according to the transitions in time and social needs. Today, their visual transmittive function that can effectively transmit messages to the masses as symbols of communication and their function as something that can be seen and sensed are becoming more important. In particular, the necessity of letters as regular and orderly symbols to project linguistic communication was raised, and this began from pictograms that were expressed due to an innate motivation of humans in the prehistoric times. Typography should take off from the function of transmitting letters and assume a function based around visual transmission, placing emphasis on the clarity and speed of the message to be transmitted. As a method of expressing city brands, slogans utilize expressive typography in order to display a sustained impression by combining linguistic elements with visual elements. Illustrations combine with letters to render a bigger effect; the concept of graphic ideas can be understood more directly, and its meaning becomes stronger. The most central factor in city marketing is to recreate the brand image of the city. As one method of recreating the city brand image, the representative image concept that can firmly impress the city image on people could be expressed with typography to be repeatedly proliferated through various media and channels. Also, original expression of typography and the creation of differentiated visual images should be actively pursued as an expressive method of differentiating the city from others. The following can be concluded from the expression analysis of city brand typography. First, the given city brands overseas doesn`t only use typography, but utilize the method of expressive typography by combining linguistic elements with visual elements to render a sustained impression. Second, city brands contain various cultural elements or images through typography. Diversity of expression in city brands becomes alive when the city brand can pull out the cultural identity of the city. Therefore, the transmission of identity that a city pursues will become possible when the pursed image or culture of the city becomes naturally embedded in its brand slogan through expressive typography.

keyword : 타이포그래피, 도시브랜드, Expressive typography, city brand

With the IMF financial crisis in 1997, Korea faced long-term economic stagnation, and this situation became even worse in 2008 when the world entered recession. The global recession has a great impact on the fashion industry and market, such as creating a number of global fast-fashion brands. The purposes of this study are to examine the changes of the Korea fashion industry during the last decade and to analyze the Korean apparel firms` strategies to survive the long-term effect of recession and fast-fashion. The researchers interviewed seven merchandisers or directors of apparel firms based in Seoul, South Korea, and thematic content analysis was used. The participants reported important changes in their merchandise planning, such as a reduced amount of reorders, increased amount of spot orders with smaller lots per style, and reduced amount of carryover. And various strategies such as the purchase of raw materials from domestic manufacturers and the domestic production to reduce lead times in merchandise and assortment planning of each firm and the managerial implications such as design, production, merchandising integration were also discussed.

keyword : 상품기획, 불경기, 패스트 패션, merchandise planning, recession, fast-fashion

These days, Modern design has been developed into a cosmopolitan tendency to reinterpret combines tradition and unique culture. It is recognized that language to visually express their individuality and sense, Body Painting, Henna Design, has increased is a case to body decoration, such as tattoo in South Korea hena has been introduced in the fashion. In this study, we fabricated a henna design utilizing the Korea traditional patterns and designs to provide data that can be incorporated into a unique and creative life. I was investigated meaning and history through theory. I examined the pattern analysis and case studies of representative of India. About Korea traditional pattern classification and symbolic significance was studied literature. Typical traditional patterns with geometric patterns in Korea Svastika, leiwen, Taegeuk Design and natural patterns in Toran, Gureummun, Eight Trigrams for divination Design were selected. Each pattern is most common body parts to design in India is a blessing, happiness, protection, long life design that was hand drawn on whether the pattern symbol and the like. Through this study presents a theoretical basis for understanding of traditional culture and sought to try and approach to take advantage of a henna design developed by combining the traditional pattern in Henna

keyword : 헤나 디자인, 한국 전통문양, 인도 전통문양, Henna Design, Korea Traditional Pattern, Indo Traditional Pattern

A strong financial foundation of designer brand is perfume industry surely and worldwide famous designers have played important roles for women`s beauty culture through the tendency of image displaying by compromise fashion and perfume from early 20th century. This research considered documents about brand name, logo, scent, container, etc. based on the background of Chanel and Dior forming. Also, based on the words used for scent creation, it studied on emotion expressing attitude of female university students in twenties, in Seoul, for Chanel and Dior perfumes and induced aesthetic characteristics of Chanel and Dior perfume brand image. Those tries are significant as they are studies conducted in aesthetical connections of beauty industry based on positive studies grafting onto the period beyond the perfume`s aspect of simple dressing. For the method and range for achieving the purposes, documentary study was conducted on World War, the background of Chanel and Dior brand forming, and brand image by referring precedent theses, relative books and magazines, internet, etc. and survey was conducted on 100 female university students in twenties in Seoul based on the scent-creating words so as to induce aesthetic characteristics of brand identity. As a result of this research, aesthetic characteristics of simplicity, androgyny and modernity could be induced from Chanel brand and aesthetic characteristics of famininity, appealability and tradition could be induced from Dior brand. This research should be helpful for blending study suggesting importance and insight for aesthetic study and timing of perfume brand image for cultivation of beauty industry.

keyword : 샤넬과 디올, 향수, 브랜드 아이덴티티, Chanel, Dior perfume, brand identity, emotion expressing attitude

As the volume of China market is increased, foreign brands dominate the market trends in China. Therefore, competitions among companies are intensified, Korean companies should develop more competitive strategies by understanding Chinese consumers in order to succeed in the China market. This study compares effects of country images of Korea and France on brand identity, brand attitude and purchasing intention of Chinese consumers. 454 samples of questionnaire were distributed to Chinese women in 20s, and then factor, reliability and frequency analyses were conducted by using SPSS 19.0. The Amos 18.0 was used for structural equation modeling and multiple group analysis. Country image was identified `economy` and `culture`, people image was identified `fashionable` and `trusty`, then brand identity, brand attitude and purchasing intention were identified. The results of structural equation model show that economy factor of Korean country image exerted significant effect on fashionable factor of people image and culture factor of Korean country image exerted significant effect on both of fashionable and trusty factors of people image. In case of France, both of economy and culture factors exerted significant effects on only fashionable factor. Both of fashionable and trusty factors of Korean people exerted significant effect on brand identity, but only fashionable factor of French people exerted significant effects on their brand identity. As a result of multiple group analysis to test moderating effects, it is founded that each economy and culture factors have stronger moderating effects on fashionable of French people and trusty of Korean people, respectively. Through the relationships among country image, people image and brand identity, this study has an implication in suggesting perspective for preparing competitiveness of Korean fashion brands in China market by comparing them with those of France, a fashion-advanced country.

keyword : 국가 이미지, 국민 이미지, 브랜드 아이덴티티, Country Image, People Image, Brand Identity

The purpose of this study is to examine the effect of visual framing of a donation campaign webpage empirically. For this purpose, a survey was conducted to investigate how the visual framing of a webpage differently affected internal motivations for giving. The findings showed that the visual framing effect existed in a donation campaign webpage and affected internal motivations for giving. The highest positive level of visual frame affected altruism, joy of giving and social obligation among internal motivations for giving, with the exception of religious belief. The lowest positive level of visual frame not only affected all types of internal motivations for giving but also had a stronger affection degree than the highest positive level of visual frame. In addition, the results showed that joy of giving was the most affected motivation regardless of the degree of frame. This study confirmed the existence of the visual framing effect. The results of this paper might help designers design a more effectible donation campaign webpage.

keyword : 프레이밍 효과, 내적 기부동기, 웹페이지 디자인, framing effect, internal motivation for giving, webpage design

As awareness of environmental issues is expanded, using eco-friendly materials is getting more interest also in fashion industry. But there`s still not enough study on application plan based on the research of consumers` awareness. Therefore, this study puts purpose to apprehend consumers` awareness about fashion products made with Tyvek, and furthermore, based on the analysis result, it aims to suggest development strategy of eco-friendly fashion products using Tyvek. The study conducted based on the combination of Tyvek materials and carried out the research of consumer preferences by making clutch bags, which is one of the fashion accessories, as the stimuli. The stimuli are made with three kinds of material combination: `Tyvek`, `Tyvek and composition leather` and `Tyvek and fabric`. As a result, we found out that the product mixed with Tyvek and leather gained the highest preference and the stimulus made only with Tyvek gained the lowest preference from consumers. With the result from the research of consumers` awareness of Tyvek, we could know that the consumers have the biggest resistance to durability and this factor might affect to the result. Even though the durability of Tyvek is actually excellent, consumers felt resistance to it the most, which made us realize how important it is to dispel worries about durability. For this, it`s more important to improve recognition of the material itself and provide using experience by combining fashion materials regularly and frequently used by consumers rather than using only Tyvek when making products.

keyword : 친환경, 타이벡, 패션 잡화, Eco-friendly, Tyvek, Fashion goods

Consumers have been increasing who use overseas direct purchase to buy foreign brand goods at affordable price owing to the recent development of the Internet. The purpose of this study was to investigate the risk perception of overseas direct purchase that the consumers, subjects of this study, feel depending on their shopping orientation, and to examine the effects of overseas direct purchase on the purchase intent. Six people who had overseas direct purchase experience before this study was interviewed; a total of 346 questionnaires obtained from male and female consumers in their 20s to 40s. Data analysis was performed by confirmatory factor analysis and structural equation modeling (SEM) analysis using AMOS 18.0. According to the investigation of the influences of brand-oriented shopping and discount-oriented shopping, the brand-oriented shopping showed positive impacts on every risk perception (inexpedience, payment, shipping, exchange and refund) for overseas direct purchase. The discount-oriented shopping had significant influence on every risk perception (payment, shipping, exchange and refund) of the overseas direct purchase except for the inexpedience risk perception among overseas direct purchase risk perceptions. According to the investigation of the impact of overseas direct purchase risk perception on the purchase intention showed that payment risk perception and shipping risk perception have significant influences. Finally, according to the examination on the effect of shopping orientation on the purchase intention, the shipping risk perception showed the biggest indirect effects in the case of the brand-oriented shopping. This study is expected to provide a help in the building and implementation of a marketing strategy for the domestic fashion industry by investigating the difference between overseas risk perception recognized by consumers according to their shopping tendencies and thus their impacts on purchase intention.

keyword : 쇼핑성향, 해외패션제품 직접구매 위험지각, 구매의도, shopping orientation, overseas fashion products direct purchase risk perception, purchase intention

Due to various factors, the recent recession has become more protracted. Companies are trying to increase revenues through sophisticated sales strategy, but their tangible, intangible products and marketings are overflowing in the current market and the outcome is minimal despite various attempts to expand private enterprise. Space, service, brand design are developing steadily in selling space, and efforts to satisfy customer`s trend and needs by establishing new design strategies show limitations. This study considered and analyzed the factors and relationship among space, service, brand design through studying store environment of ICT stores of the single-distribution brands that holds many stores. This study was done by extracting the spatial design elements and applying it to the general store brands in the domestic and oversees ICT stores. Analysis of consumer`s feelings at the ambience of the brand store showed that international brands incorporated more elements of space design than domestic brands. In the case of local brands, communication with customers to improve brand image was not evident consistently in all media and no deep bond formation was shown.

keyword : 브랜드, 서비스, 공간, 통합 공간 디자인, Brand, Service, Space, Integrated Spatial Design