20대 직장여성을 위한 핸드백디자인의 시각적 정체성

Abstract

Mass production and mass consumption of the 20th century is coming to an end. Designing of the 21st century is in the direction of `customized design` where the key point is convenience of design on the basis of individual tasted and habits. When design is defined as the working of creating new form of human being, the most important thing in developing handbags is spirit and sensibility of a target group and interactive experience and communication between the target group and products. The target group represents career women in their twenties and products do handbags. changes of fashion follow changes of life style or understanding in the same way as changes of society. It has been a long time since Fashion was understood as the basic concept self-differentiation. In addition, completing the whole fashion, various accessories are recognized as being important. Especially, women`s handbags are not only carry belongings but they also provide individual fashion style. Also they enable individuals to express their personality. Personalized and diversified life style of consumers with a lot of information through mass media with IT development has enhanced the motive of desire and the wide selection. The information requested by individuals has promoted differentiated atmosphere of life style. Changes of life style such as pursuit of originality, heavy investment in oneself with enthusiasm, increased value recognition of properties, etc. have changed the criteria for selection products. In other words, the criteria for selecting products are changed from reason-oriented to sense-oriented consumption, from material richness to mental richness, from stranger-oriented to self-oriented purchase, from unified to personalized and diversified consuming actions, from values like hardware to values like software, etc. Now we are living with customized products for consumer`s identity. Consumers expect to change their lives through purchasing produc! ts and take interest in expressing their identity through the products. For example, consumers want to be differentiated from others in fashion. Thus mixed fashion trend to meet consumers` sensibility has developed. Assignments of design in the 21st century include spirit and sensibility of human being. In other words, designing for interchangeable experience and communication between men and things, and users` identity with integrated values over time and space should be developed. Career women in their twenties constitute the target group for developing handbags. They are women who have accumulated their careers with dignified attitudes and pursued their own lives as well. Most career women in their twenties are single, and they have sociable, success-oriented, energetic, and risk-taking women as models. Accordingly, their handbags are regarded as an important means to realize their identity with the strategy of showing their capability to advantage. They relatively prefer famous brand, luxurious things, brand-new products. Also they hold subdivided life style and regard individual personality as most important. The keyword of designing handbags for them is `TPO`. In other words, those handbags are designed to express their fashion life style producing changes suitable for Time, Place, and Occasion. Thus it is suggested to have `luxurious, special and unique design of handbags for social meeting` producing fashion for various hobby activities, social activities, etc. Once fashion is recognized as essential for the realization of identity, handbags suitable for time, place, and occasion are no longer luxurious or unnecessary decorations. They are developed with changeable forms suitable for the atmosphere, and with luxurious and characteristic color tone.