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유통채널 전환에 따른 온라인 핸드백 브랜드 제품과 소비자 니즈 조사 연구

Title
유통채널 전환에 따른 온라인 핸드백 브랜드 제품과 소비자 니즈 조사 연구
Other Titles
Study on online handbag brand products and consumer needs according to distribution channel conversion : Focused on online distribution & handbag design
Authors
허은영
Issue Date
2021
Department/Major
디자인대학원 디자인매니지먼트전공
Publisher
이화여자대학교 디자인대학원
Degree
Master
Advisors
조재경
Abstract
백화점에서 여성 패션과 함께 매출을 책임지고 있던 핸드백 시장의 위축이 심화되고 있다. 코비드 19 이 후로 핸드백 업계의 급격한 환경변화가 일어나며, 백화점에 입점 되어 있는 전통 핸드백 브랜드들이 사업을 중단하거나, 백화점을 떠나 온라인 유통으로 채널을 전환하였다. 기성 핸드백 브랜드들이 사업을 축소하는 사이 온라인 플랫폼의 핸드백 마켓은 성장세가 지속되고 있다. 고객의 소비 패턴도 오프라인 구매에서 온라인 구매로 전환되고 있다. PFIN 보고서에 따르면, 온라인으로 핸드백을 구매하는 경우가 2019년 18.7%에서 2020년 5월 기준 22.6%로 증가했고, 모바일 쇼핑은 2019년 12.5%에서 2020년 15.9%로 늘었다. 2019년 주구매 채널이 백화점, 면세점이었던 반면, 2020년은 인터넷, 모바일로 1~2위가 역전되었다. 본 연구자 역시 다년간 핸드백 디자이너로 일하며, 급변하고 있는 현재의 핸드백 유통 채널 전환에 가장 깊게 실감하며, 변화에 적응하기 위해 애쓰고 있다. 본 연구는 이러한 핸드백 업계 시장변화를 반영하여 향후 개인이나 기업이 유통채널을 전환하여 새로운 환경에 맞는 브랜드와 상품을 개발하기 위하여 기존 오프라인 시장과 다른 상품의 속성과 소비자들의 니즈를 파악하고자 한다. 이에 최근 매출의 비중이 상대적으로 급증하는 온라인 마켓의 전망을 관찰한 후, 최근 20~40대 여성을 중심으로 시장에서 성공한 온라인 핸드백 브랜드 상품을 대상으로 디자인적 스타일, 소재, 가격대별 선호도를 조사하고, 나아가 디자인별 상세 이미지를 통하여 핸드백의 디자인적 요소가 소비자에 미치는 영향을 설문 조사하였다. 본 연구는 부족하나마 향후 핸드백 브랜드 스타트업을 계획하고 있는 기업 또는 디자이너들에게 무리한 투자와 개발로부터 리스크를 최소화하고 보다 정확한 온라인 시장정보를 파악하는 데 일조하고자 한다. ;Sales at traditional handbag stores, a major product group that served as the basis for sales along with women's fashion at department stores, have been stagnant for more than five years, leading to a drastic environmental change in the handbag industry since Cobid 19. Many brands belonging to medium and large companies are suspending their businesses or leaving department stores to switch channels to online distribution by reducing labor and store management costs. While established handbag brands are shrinking their businesses, the online handbag and miscellaneous brand market is growing day by day, and the trend of products leading the market is also changing significantly. Sales of offline handbag markets in department stores continue to grow, while online (department stores, general malls) markets continue to grow. The online distribution of handbags is also active in luxury brands. When Alessandro Michele was appointed creative director in 2015, the luxury brand Gucci actively used online sales and marketing, attracting young customers by making complete revisions to its website that had been run in a palatable manner, contributing significantly to sales growth of 17% in 2016. As a result, many luxury brands, which had been reluctant to sell online, are focusing on building an online market by renewing their websites, thinking that "most luxury brands maintain scarcity value as they are farther from customers." The handbag market is in a upheaval. Now, customers invest a little more to buy a luxury handbag or a designer handbag that reflects the latest trends. Consumers in this era no longer rely on the brand's naming, but buy products by judging how valuable they are. If it is a product that is meaningful to you, you don't mind purchasing high-priced luxury overseas imported brands, and if you can express your personality, you prefer up-and-coming designer brand products with a clear concept even if they are small brands. This is also closely related to the polarization phenomenon in recent consumption trends and is reflected in the handbag market. Reflecting this consumption trend, department store distribution is reducing traditional handbag brands, operating editing shops that introduce only new designers, or finding mid- and low-priced emerging designer brands popular in the online market and transforming offline stores into their own editing shops. Many mid- and low-priced online brands that have entered the changed handbag market are growing, and traditional handbag brands that have switched to online have also achieved operating profit margins, ranking high in sales in various online malls. In response, fashion companies are expanding their handbag brand business by investing in promising start-up designer brands that are less risky and easier to enter the market at a time when it is difficult to pursue new businesses due to the economic recession and lack of infrastructure. This is because it is advantageous to join hands with startups that have been recognized for their marketability instead of launching new brands that are difficult to guarantee success due to changes in trends quickly and difficulties in the economy. As a result, a number of emerging designer brands are pouring into the online market with various concepts, and there are also a growing number of brands that have grown rapidly in a year or two. Reflecting this change in the handbag industry market, this study seeks to identify the attributes of existing offline markets and consumers' needs in order for individuals or companies to switch to distribution channels and develop brands and products suitable for a new environment. After observing the prospect of online markets with a relatively rapid proportion of sales, we recently surveyed design style, material, and price preferences for online handbag brand products, focusing on women in their 20s and 40s, and further surveyed the impact of handbag design elements on consumers. Although this study is lacking, it aims to help companies or designers planning to start handbag brands in the future to fine-tune risks from excessive investment and development and identify more accurate online market information.
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