Resumen
As global lifestyle brands are recognized by consumers worldwide, their business are winning a great success. Now that in Korea too, a large-family culture in which members are accustomed to concession and self-sacrifice is changing to a lifestyle of single households, people care a lot about their own properties, privacy, and personalities. As a result, many original cultures reflect that individuals ?lifestyles? are emerging. This study suggests development directions for Korean lifestyle brands to grow in line with such social trends and to compete with global lifestyle brands. Based on the survey of Koreans ?major lifestyle trends, concepts and products that would represent Koreans? emotions and attract domestic consumers are examined and suggested in this study.