A Study for the Development of a Variable Wedding Dress Design

Abstract : A variable dress design can be an alternative to satisfy a consumer need for diverse expression and self-real-ization at a lower cost factor. In the area of wedding dress, the change in the trend of wedding culture (which tends todemand more units of wedding dress) makes the cost factor more important in the purchase selection. A variable designhas a clear advantage for wedding dresses and the wedding industry. This is the first research on a variable design thatfocuses on wedding dresses. This research develops a variable wedding design which respects consumer preferencesindependent of a variable wedding dress design that presents a new shape of silhouette or the development ofa new wed-ding dress materials. A survey on the supply side was conducted to examine market preferences by first browsing theNaver portal site and then checking the websites of major wedding dress suppliers. A questionnaire survey was conductedwith a sample of 348 brides-to-be that inquired on wedding dress selection factors and purchase patterns. The surveyshows that consumers prefer mermaid and A-line silhouettes, silk material, white-ivory color, and tube top necklines. Theresult conforms to the types commonly found in the designs of suppliers. We apply a detachable design to a basic mermaidsilhouette and implemented change for 7 kinds of styles -based on the result of the survey. We suggest a variable weddingdress design as a new means to solve the cost concern and the customer need for diverse expression. The research rep-resents a new life style for wedding culture and facilitates the development of the wedding industry.Key words:variability(가변성), wedding dress(웨딩드레스), variable dress(가변적 드레스), detachable design(탈부착 디자인), dress selection factors(드레스 선택요인)