1. 1 st Assignment_Research 06_ 최미진 /06_ 박지은 /09_ 성주미 /09_ 정은혜 Design Studio2

2. CONTENTS 1. ABOUT TREND 2. WHO IS TARGET USER 3. WHO ARE COMPETITORS 4. WHAT IS CMF TREND

3. 1. ABOUT TREND

4. - Kidp(Korean Institute of Design Promotion) and MKE(the Ministry of Knowledge Economy of Korea) in 2011 has decided the five industrial design trends to note are as follows : (1) Eco-friendly, Sustainable Design (2) Asianization (3) Smart Digital Design (4) Retro Design (5) Luxury, New Premium

5. 1. ABOUT TREND (1) Eco-friendly, Sustainable Design -Sustainable Design is eco-friendly design that tries to reflect the social nature. -It seeks coexistence of human and nature and looks to the future rather than present.

6. (2) Asianization - As the global interest in Asia increases, the need for global branching of Korean designs through discovery of its identity also is increasing. 1. ABOUT TREND

7. - UI and UX designs, that reflects the user’s convenience and experiences, are the key to a successful design. (3) Smart Digital Design

8. 1. ABOUT TREND -The merge of classical design and high technology brought a new trend of analogues in this digital era. -Young people enjoys this retro trend as a new style while the middle-ages does as the nostalgia of old times. (4) Retro Design

9. 1. About Trend (5) Luxury, New Premium - The concept of luxury has been redefined through economic crisis. People now believes that value-oriented products, such as latest technical products rather than expensive jewelries, clothes, cars or houses, are more luxurious to own. Accordingly, the new premium tries to provide products that gives pride to its owner at a reasonable price.

10. 1. About Trend (5) Luxury, New Premium New Premium Brand ‘New premium brand’ is distinct from premium or luxury brand strategies which targets on specific customers and has high price and quality. It means that ‘premium brand that all customers can enjoy at reasonable price’. A typical example is Apple's ‘iPad tablet PC’.

11. 2. WHO IS TARGET USER

12. FEMALE BUSINESSM AN GOLD MISS 2. WHO ARE THE USERS 10’s EARLY ADAPTOR LATE ADAPTOR 60’s 50’s 40’s 30’s 20’s USER MATRIX MALE BUSINESSMA N EARLY ADAPTER

13. 2. WHO ARE THE USERS MALE BUSINESSMA N EARLY ADAPTER BUSINESSMAN Office workers who are 30’s to 40’s 41.6% of office workers have a smartphone, and 81.9% of them use Twitter. Lacks of Physical exercise / More time with IT devices Smartphone syndrome_ neck and shoulder soreness, dry eyes EARLY ADAPTER Excellent understanding on ITdevices and lots of use Willing to purchase regardless of the price if it has great design and functions TARGET USER CANDIDATE 1

14. 2. WHO ARE THE USERS FEMALE BUSINESSMA N GOLD MISS Single ladies who are late 20’s to middle 30’s Professionals who has high educational background & economic ability High Educational Background & Professionals High Economic Ability & Need for Investments Investments for Appearance Enjoying Cultural Life Brunch on Weekends & Chat in a Luxurious Café Independence of Parents, But Single TARGET USER CANDIDATE 2

15. 2.WHO ARE THE USERS ★ 골드미스, 결혼해야 하나요 ? 결국 결혼과 출산, 육아에 대한 부담감은 이 시대 많은 여성들에게 물음표 를 던지게 만든다. 8 월 통계청은 30~34 세 여성의 미혼율에 대해 1980 년 2,7% 에서 2005 년 19% 까지 늘었고, 35~39 세의 비율로 1.0% 에서 7.6% 까 지 올랐다고 발표한 바 있다. 이처럼 미혼여성이 늘고 있는 현상은 여성들 의 경제적인 지위가 향상은 물론 ‘ 결혼은 필수가 아니다 ’ 는 사고방식에서 비롯됐다고 분석할 수 있겠다.

16. 2. WHO ARE THE USERS FEMALE BUSINESSMA N GOLD MISS GOLDMISS WANNABES TARGET USER

17. 2.WHO ARE THE USERS A single woman in her 20s 70% “I will not be a ‘ajjumma’ if married” 미혼여성 70% " 결혼해도 아줌마처럼 살지 않겠다 " ' 골드미스 '' 알파걸 '' 스완족 ' 등 최근 생겨난 신조어들은 자기계발에 투자를 아끼지 않는 여성들이 크게 늘었음을 보여준다. ' 스완 (SWAN - strong women achiever,no spouse) 족 ' 이란 능력있고 진취적인 전문직 여성을 가리키는 말로, 크리스틴 휄런의 저서 에 처음 소개됐다. 이렇듯 20~30 대 미혼 여성들은 10 명 중 7 명이 결혼을 하더라도 자신의 기혼 친구처럼 살고 싶지 않다고 생각한다. 남편, 육아, 시댁 등 집안일 때문에 자 신에게 투자할 여력이 없다는 것이 가장 큰 이유다. 결혼정보 회사 듀오가 지난 16~26 일 20~30 대 미혼 여성 255 명을 대상으로 실시한 설문조사에 따르면 응답자의 66.3%(169 명 ) 가 ' 나는 아줌마가 돼도 내 친구처럼은 살지 않겠다 ' 고 응답했다. 기혼 친구가 부럽지 않은 이유로 ' 남편, 아이 챙기느라 시간적 여유가 없을 때 ' 가 34.9% 를 차지했고 ' 시집살이가 심 한 친구를 볼때 '(20.4%),' 시댁 식구들 안부전화 등 시댁 챙겨야 할때 '(14.9%) 등 시댁 문제가 35.3% 였다. 반면 ' 기혼 친구가 늘 부럽다 ' 는 응답은 1.2% 에 불과했다. 30 대 초반 (51.8%) 이 되면 친구들의 과반수가 결혼을 하게 되고, 응답자의 79.8% 는 친구들이 기혼 그룹과 미혼 그룹으로 나뉜다고 답했다. 이유로는 ' 대 화의 공통 화제가 없어서 '(41.2%),' 기혼 친구들이 바빠서 ( 시간이 맞지 않아서 )'(35.7%) 등을 꼽았다. 기혼녀들의 대화 내용은 남편과 아이들 (62.7%), 시댁 흉 (23.9%) 이 대부분이어서 미혼 친구들이 공감하기 어렵다는 반응이 많았다. 그러나 기혼 친구가 부러울 때도 있다. ' 알콩달콩 사는 모습을 볼때 '(31.4%),' 사회적 안정 '(22.7%),' 정신적으로 성숙한 느낌 '(19.2%) 등이 그 이유였다. 10 명 중 6 명은 ' 경제력 있는 남편을 만나 전업주부가 된 친구들이 부럽다 ' 고 답했다. ' 기혼 친구가 부럽지 않다 ' 는 응답은 17.3% 였다. 한편 기혼 · 미혼 여성에 대한 직장 내 인식은 비교적 동등하다는 의견이 27.5% 로 가장 많았다. 다만 ' 기혼 여성을 명절이나 회식 때 배려한다 '(22.0%) 거 나 ' 기혼 여성에게 승진 등 불이익을 준다 '(19.2%) 는 엇갈린 반응도 나왔다.

18. High Educational Background & Professionals About 27 to 35 Financial specialist, interpreter, accountant 2.WHO ARE THE USERS

19. High Educational Background & Professionals About 27 to 35 Financial specialist, interpreter, accountant 2.WHO ARE THE USERS Smart Office Maximizing productivity and efficiency by working with Smart devices from a remote place with no bounds on time and place.

20. High Economic Ability Middle or upper-middle personal income Buying anything they want to. But recently because of economic recession, form the habit of cutting down the expenses. 2.WHO ARE THE USERS

21. High Economic Ability Middle or upper-middle personal income Buying anything they want to. But recently because of economic recession, form the habit of cutting down the expenses. 2.WHO ARE THE USERS Smart Wallet, Funds A new concept of electronic wallet(U&D) combining KB card, mobile finance and communication, and multimedia contents (KTH)

22. Investments for Appearance However much it costs, they are willing to buy shopping items they want. 2.WHO ARE THE USERS fashion style _Local Boutiques, H&M _Banana Republic, New York & Company shopping place _local shops _franchised shops _online key benefit _high-quality _design-driven _unique _standing out

23. Investments for Appearance However much it costs, they are willing to buy shopping items they want. 2.WHO ARE THE USERS fashion style _Local Boutiques, H&M _Banana Republic, New York & Company shopping place _local shops _franchised shops _online key benefit _high-quality _design-driven _unique _standing out Luxury goods, Fashion More value on “value” than “price” Preference on luxury goods to express oneself, and because of the understanding on the brand and emotion

24. 2.WHO ARE THE USERS 골드미스, 나를 위한 특별한 사치 ' 홈스파 ' 인기 # 따뜻한 향초로 아로마 테라피 효과를 먼저 몸과 마음의 피로를 풀어주고 스파의 효과를 더욱 높여줄 ' 스파 메이트 ' 향초로 전신을 릴렉스시켜 준다. 상큼한 시트러 스 향은 활력을 부여하고, 라벤더와 카모마일, 일랑일랑은 심 신의 안정과 스트레스 해소에 효과적이다. 향초의 향을 음미하며 몸을 담그고 간단한 스트레칭을 해주면 혈액순환을 촉진시키고 뭉친 근육을 이완시켜 주어 손발이 찬 증상을 개선할 수 있고 피로를 풀어준다. # 바디 마사지로 피부 수분 보호막까지 # 10 분안에 끝내는 홈케어 미백 # 헤어 마스크로 찰랑거리는 머릿결

25. 2.WHO ARE THE USERS Self-centered & development peace of mind over money In early career, they are willing horses having a dream and passion. As having the think of sacrificing the present for the future, put emphasis on their own life. self-development For reliving the stress Study for a master's degree while having a job

26. 2.WHO ARE THE USERS Self-centered & development peace of mind over money In early career, they are willing horses having a dream and passion. As having the think of sacrificing the present for the future, put emphasis on their own life. self-development For reliving the stress Study for a master's degree while having a job Smart Diary, Party Planner Clutch Phone (Samsung) :Party Planner (managing the meeting schedules) / Calorie Master (managing the weight and calorie) / Account Book (Checking the details of expenditures) :Design motifs from clutch bag

27. Enjoying social life Reliving the stress by hanging out with friends drinking and flattering or by traveling around the famous restaurant in weekend. Brunch on Weekends Chat in a Luxurious Café 2.WHO ARE THE USERS

28. Enjoying social life Reliving the stress by hanging out with friends drinking and flattering or by traveling around the famous restaurant in weekend. Brunch on Weekends Chat in a Luxurious Café 2.WHO ARE THE USERS SNS, Self-Camera, Music Facebook Phone(HTC) Smartphone optimized in social Networking (Especially, Facebook) Available to use the main functions using one-touch “Facebook Button”

29. Independence of Parents, But Single Filling out loneliness There are more external relationships than internal relationships. No interest in marriage yet But this loneliness does not lead to the marriage for enjoying their single life. 2.WHO ARE THE USERS

30. Independence of Parents, But Single Filling out loneliness There are more external relationships than internal relationships. No interest in marriage yet But this loneliness does not lead to the marriage for enjoying their single life. 2.WHO ARE THE USERS Luxurious Living Space Emerging demand on housing market: ‘Gold Miss’, ‘Gold Mr’, ‘Gold Foreigner’