현대 신한복 온라인 쇼핑몰의 상품 분류 고찰

Abstract

The development of information technology has led to the popularization of smartphones, enabling rapid information exchange without time and place constraints. Furthermore, the emergence of internet shopping malls has increased due to the convenience of one-stop shopping. This development also brought about a significant change in the hanbok market. Hanbok designers and brands established the homepage on the Internet to provide information and resources to potential customers. New-hanbok consumption was increased, mainly in the 20s. As the new-hanbok brand expanded its target to the 30s, it satisfied the younger generation market by expanding the ready-to-wear. Therefore, a product classification system needs to develop to categorize the types of new hanbok for not only young people but also consumers of various ages to search and purchase new-hanbok through internet shopping. The followings are the research methods for examining the product classification of a new-hanbok online shopping mall. First, new-hanbok brands that were shown busy activities recently were investigated. Through the shopping mall rankings provided by Naver.com and Ranky.com, general clothing shopping malls were selected to compare with new-hanbok shopping malls. Second, product categories of selected shopping malls were analyzed to reconstruct product classification. Third, based on the reorganized product classification system, the components of the product design in new-hanbok online shopping malls were analyzed. Shopping malls that targeted the 20s' and 30s' women and provided daily new-hanbok were selected. Out of 934 product photos on sale at the six online shopping malls selected, 741 photos were analyzed, excluding duplicate designs. The purpose of this study was to present the problems and improvements in the product classification system of the current new-hanbok online shopping mall. As a result, the study was meaningful by providing preliminary data for the new-hanbok to be as a staple fashion rather than to end up as a fad.