업사이클링 패션 소비자 경험에 기반한 디자인 방향 탐색 - 결정적 사건 기법(CIT)을 활용한 질적연구 -

Abstract

This study explores design directions for upcycled fashion through consumer experience using the Critical Inci- dent Technique (CIT). As the fashion industry faces increasing environmental challenges, upcycling has emerged as a promising strategy within circular fashion systems. However, existing research has focused primarily on supplier-centered design development and brand analysis, with limited attention paid to actual consumer experiences and perceptions. This qualitative study collected and analyzed consumer narratives from 100 participants who had purchased or used upcycled fashion products within the past year. Analysis revealed consumer experiences that could be categorized as positive, neg- ative, or mixed experiences. Positive experiences occurred primarily through corporate events, family/peer sharing, and personalized participation opportunities. Four key design elements emerged from consumer perceptions: color harmony, material individuality, detail and finishing quality, and environmental symbolism. Color harmony included unique com- binations created through patchwork, tone-on-tone, and primary-color arrangements. Material individuality was reflected in traces of discarded materials and the fusion of heterogeneous materials. Detail and finishing quality were evidenced by the craftsmanship. Environmental symbolism was represented by the visual and narrative expressions of sustainability values. Based on study findings, four design-improvement directions were proposed: strategic utilization of color harmony, enhancement of material individuality with practical functionality, standardization of detail and finishing quality, and strengthening of visual and narrative environmental symbolism. Study contributions include helping to shift the research paradigm from supplier- to consumer-centered perspectives in upcycled fashion research, providing practical guidelines for designers and brands, and advancing the theoretical understanding of circular fashion consumer behavior.