럭셔리 핸드백의 시그니처 하드웨어 유형과 특성 분석 연구

초록

Today’s luxury handbag industry has been growing steadily for decades and has been expanding into new markets since the 2010s. It is currently growing through the influx of new consumer segments: millennials and Gen Z. As a design component of luxury handbags, the design signature reveals the core values and essence of the brand. This study complements the existing literature on handbag logo hardware as an important product element that represents ‘brand prominence’ in luxury handbags and proposes a new concept of ‘signature hardware’. Signature hardware can symbolize the brand, be recognized by consumers, and serve as the design signature of the brand’s creative direction. Signature hardware can be categorized into logo hardware and iconic hardware, which can be further subdivided into functional and decorative elements. Logo hardware, which directly reveals the logo “loudly” and iconic hardware, which reveals the brand symbol “quietly”, can be utilized as a new handbag design strategy to respond to younger customers and changing culture. The analysis shows that the signature hardware of recent luxury handbags has the characteristics of having a creative direction, “reinterpreting tradition”, attempting to “connect new cultures”, and representing an “artification strategy”.

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