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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.26 no.4, 2018년, pp.598 - 612
이정우 (한국패션유통정보연구원) , 장세윤 (한국패션유통정보연구원)
This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals' tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how ben...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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국내에서 코오롱 FnC의 제화브랜드 '쿠론(Couronne)'이 커스터마이징 서비스를 어떻게 운영하고 수익을 창출하였는가? | 국내에서는 코오롱 FnC의 제화브랜드 ‘쿠론(Couronne)’이 국내 패션 업계 최초로 온라인상에서 디자인 커스터마이징 서비스 ‘쎄스튜디오(C-Studio)’를 선보였다(Jang, 2017). 가죽의 부분조각, 무늬와 손잡이, 어깨끈과 겉면 등의 다양한 조합을 통해 총 1만 4,640여 가지의 조합을 만들어낼 수 있는 쿠론의 커스터마이징 서비스는 2016년 오픈 당해 전년 대비 115%의 매출액 증가를 선보이며, 디자인 커스터마이징 서비스의 매출 효과를 입증해냈다(Kim, 2017; H. W. | |
커스터마이징 서비스란 무엇인가? | 커스터마이징 서비스란 소비자가 제품의 제작과정에 참여하여 진행되는 소비자 주도적 생산 서비스(A. Lim, 2015)로, 다양해진 개개인의 요구를 충족시켜줄 수 있다는 점에서 개인의 취향을 중요시 하는 요즘 소비자들에게 적합한 서비스이다(Yang & Lee, 2017).커스터마이징이라는 개념은 1987년 Davis의 ‘FuturePerfect’에 의해 처음 제안이 되었는데, 대량생산에 대응하는 개념으로, 기업 차원에서 개별 고객의 독특한 니즈에 맞춘 것으로 정의했다. | |
온라인 플랫폼중심의 커스터마이징 서비스가 인기를 끌고 있는 이유는 무엇인가? | 최근 경제수준의 향상과 정보기술의 발전으로 대상에 따른 상품과 정보 공급의 차별이 사라진 이후, 획일화된 상품 이상의 가치를 요구하는 소비자들의 증가로 인해 제품과 서비스에 소비자 개인의 취향과 요구를 반영하는 온라인 플랫폼중심의 커스터마이징 서비스가 인기를 끌고 있다(Yang& Lee, 2017). 특히 패션 분야는 디자인 중심의 커스터마이징 서비스가 활발히 전개되고 있는 산업 분야중 하나로, 이미 많은 기업들이 온라인 채널의 기술성장과 함께 다양한 개인의 취향을 반영할 수 있는 커스터마이징 플랫폼 서비스를 시행 중에 있다. |
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