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Active Seniors and Their New Fashion
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- 발행기관
- 한국디자인트렌드학회 바로가기
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- 간행물
- 한국디자인포럼 KCI 등재 바로가기
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- 통권
- Vol. 46 (2015.02)바로가기
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- 페이지
- pp.73-83
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A240969
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- The purpose of this study is to understand the characteristics of female elderly consumers from the baby-boomer generation in Korea and domestic fashion brands targeting this particular demographic group. The results are as follows:Active seniors are emerging as a new consumer group and receives the spotlight in many areas because of their active economic activity. They can afford time and money to indulge themselves, and have an active purchasing power, especially giving high priority to buying clothes. RUBY is the major fashion consumer group which is interested in senior citizens' beauty, health, and leisure activities. The beauty and fashion industry actively target this specific group. The domestic industry of fashion brands for senior women is just at the level of settling down. To boost the future fashion market for senior women, it is necessary to set up a new brand strategy which based on understanding of consumer preferences and awareness towards fashion, and to develop the design through in-depth research on figure analysis of new senior women and pattern making. Also, market segmentation and clear positioning is needed to meet the new needs of senior women as well as a new way of internet marketing which is suitable for physiological changes and consumption patterns or consumer behavior of active seniors, and a marketing strategy which combines analog sensitivity with IT techniques for ‘Smart Silver’, is required.
목차
Abstract
1. Introduction
2. Data Collection and Methodology
3. Findings
3.1 Senior Consumers: Who are they?
3.2. Active Seniors: Who are they?
3.2.1 RUBY - 4050 Women’s Wanna-be
3.3 Active Senior Women’s Fashion Marketin Korea
3.3.1 No more age range – younger senior
3.3.2 Brand aging and obscure positioning
3.4 Notes for Future Senior Women's Fashion
3.4.1 Seniors do not want stuff 'for old people’
3.4.2 Need the study of body analysis and pattern development for senior
3.4.3 Digilog for ‘Smart Silver’
3.4.4 New internet marketing strategy for active senior
4. Conclusion
References
키워드
Domestic Senior Women‘s Fashion Market Active Senior Smart Silver.저자
간행물 정보
발행기관
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- 발행기관명
- 한국디자인트렌드학회 [Society of korea Design Trend]
- 설립연도
- 1996
- 분야
- 예술체육>디자인
- 소개
- 학술영역의 확대 발전에 따른 다학제적 융복합 학술연구를 통한 시대적 소명을 다함이 21세기 학회 활동의 주요한 키이워드가 되고 있다. 이에 본 학회는 21세기가 요구하는 국내외 디자인 전 분야에 관한 국제교류, 학술 연구활동, 창작활동, 대정부 정책 건의 등의 시대적 소명을 다하고 대한민국 대표 디자인학회로의 재 도약을 위해 가일층 노력하는 학술단체가 되고자 설립되었다.
간행물
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- 간행물명
- 한국디자인포럼 [Design Forum]
- 간기
- 계간
- pISSN
- 2233-9205
- 수록기간
- 1996~2017
- 십진분류
- KDC 658 DDC 740
이 권호 내 다른 논문 / 한국디자인포럼 Vol. 46
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