Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Study on the Priorities of Fashion Technology Development for Small-Scale Fashion Designer Brands using IPA Analysis

IPA 분석을 통한 패션 소상공인 디자이너 브랜드를 위한 패션테크 개발 우선순위 도출

  • Jang, Seyoon (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University / Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Ha Youn (Dept. of Clothing and Textiles, Kunsan National University)
  • 장세윤 (서울대학교 생활과학연구소) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 김하연 (군산대학교 의류학과)
  • Received : 2022.07.01
  • Accepted : 2022.09.05
  • Published : 2022.09.30
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Abstract

This study aimed to explore fashion technologies for small-scale designer brands and reveal the priorities of the derived fashion technologies. Interviews were conducted with owners of 15 designer brands to explore fashion technologies needed in the field based on the business operation stage (study 1), and an online survey of owners of 61 designer brands was conducted to verify their priorities (study 2). A total of 12 fashion technologies were derived from study 1, including 2 market analysis stages, 6 season planning stages, and 4 product operation stages. In study 2, importance and satisfaction were measured with 12 fashion techniques derived from study 1, and importance-performance analysis (IPA) was performed. The technologies of product management with image tagging and sales channel matching were considered to be the fashion technologies that should be developed first. Second, in the case of maintenance, demand prediction and price determination were applicable. Third, over-effort avoidance was revealed through market analysis and design generation. Finally, in automatic product detail page creation and digital marketing, development was the lowest priority. The results of this study are expected to provide insight into priority areas for fashion technology developers and policy departments providing emerging brand support.

Keywords

Acknowledgement

본 논문은 한국콘텐츠진흥원 문화기술 연구개발 과제의 일환으로 수행하였음(R2020040102, 소상공인의 패션디자인 향상을 위한 지능형 패션 수요 예측 및 판로 분석 기술 개발).

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