시장분석을 통한 2011 S/S국내 골프웨어 디자인에 관한 연구

• 영문명: A Study of Domestic Golf Wear Design by 2011 S/S Market Analysis - Focusing on consumers’ lifestyle
• 발행기관: 한국인체미용예술학회
• 저자명: 조은주(Eun-joo Cho)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제12권 제3호, 227~245쪽, 전체 19쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2011.09.30

영문 초록

The purpose of this study is to investigate the current status of golf clothing design and make up for the deficiencies. Changes in current golf clothing market have been analyzed through market research on the 2011 s/s season, focusing on the necessity to further diversify design by lifestyle. In terms of market research, the descriptions of season concept have been compared through 17 department store brands. In addition, the numerical figures of 12 brands of women’s wear have been stated in a table. According to the investigation, three things need to be made up for: positioning by diverse brands among tradition, modernity and functionality, satisfaction of market needs in skirts and dresses and diverse design between on-field and off-field clothing. Then consumers’ lifestyles have been classified based on their consumption goals. According to the classification, golf clothing consumers’ lifestyle can be divided into casual lifestyle, outdoor lifestyle and golfer lifestyle. Based on one of the three lifestyles and age brackets by brand, a direction for market segmentation and design expansion is suggested in this paper.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 분석결과 및 논의

Ⅳ. 결론 및 제언

참고문헌

키워드

골프웨어 트렌드 라이프스타일 디자인 Golf-wear Trend Lifestyle Design