주얼리 디자인 선호도에 따른 디자인 전략

According to sociocultural change, experience andimage are becoming important, accordingly,consumers remember experience and service, andrecognize brand along with formed image,furthermore, prefer the brand. Jewelry is anemotional message and a fashion code which enablesmodern people's esthetic demands and expression ofindividuality, therefore, jewelry design has asignificant meaning to enhance competitiveness. Here,importance of brand and design is highly evaluated,mostly, researches on brand asset components, brandimage establishment and marketing are steadilyproceeded. Therefore, the researcher aimed atsuggesting design strategy along with jewelry designpreference, in order to recognize and imply thepreference of brand and the importance of design. Asthe research range, the researcher conducted asurvey on jewelry brand design preference targeting120 persons in their age of 20s, who are mostsensitive to fashion, based on theoretical dataresearch, e.g. jewelry brand preference, jewelrydesign characteristic, design strategy, etc. As theresearch method, the researcher conducted frequencyanalysis on collected data using statistical programSPSS/Win17.0 by dividing into domestic brandpreference, importance of brand, jewelry designpreference, etc. As the result, first, in respect ofbrand preference, they preferred in order of J.Estina,Golden dew, Stonehenge, second, in respect ofimportance of brand, the result appeared in order ofdesign, quality, price, third, in respect of designpreference, regarding design type, they preferredcurved shape and simple design, regarding materialtype, they preferred synthetic stone and in order ofsilver and gold, however they preferred normal typein regard of the number of stone setting. Based onthis result, the researcher suggested design strategiesas follows. First, product development for variousmaterial should be conducted as the pricing strategy,second, as the differentiation strategy, simple andcurved design should be developed based on thedesign preference research result. Third, specificproduct development should be performed along withthe lifestyle of target age group mainly with the 20sas the target market. Through this research, theresearcher intends to provide basic material for thedesign strategy along with jewelry design preferenceby comprehending 20s' jewelry design preference,who are sensitive to fashion.