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Industrial Applications of Affective Engineering pp 67–81Cite as

Design Management Strategy: A Case Study of an Affective Product

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Abstract

Emerging technologies have facilitated the imitation of external design features such as shapes and colors, thus making it a more common practice. As a result of the proliferation of counterfeit goods, both the originality and value of product designs have decreased. Given these activities, a question emerges: How can companies differentiate their products in a market that is trending toward product homogenization? We assume that design strategies that attract consumer loyalty and passion can enable such differentiation. This study focuses on Chanel as a model for design management. Its findings demonstrate that Chanel’s unique approaches to strategic product development and icon management have enabled the company to maintain its position as a top luxury brand over the course of several decades.

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Author information

Authors and Affiliations

  1. Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku, Tokyo, 169-8050, Japan

    Kana Sugimoto & Shin’ya Nagasawa

Authors
  1. Kana Sugimoto
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  2. Shin’ya Nagasawa
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Corresponding author

Correspondence to Kana Sugimoto .

Editor information

Editors and Affiliations

  1. Graduate School of Information, Production and Systems (IPS), Waseda University, Kitakyushu, Fukuoka, Japan

    Junzo Watada

  2. Kogakuin University, Tokyo, Tokyo, Japan

    Hisao Shiizuka

  3. Department of Industrial Design, KAIST, Yusung-gu, Daejon-shi, Korea, Republic of (South Korea)

    Kun-Pyo Lee

  4. Department of Kansei Engineering Faculty of Textile Science and Technolog, Shinshu University, Matsumoto, Nagano, Japan

    Tsuyoshi Otani

  5. Centre for Intelligent Systems Research, Deakin University Geelong Waurn Ponds Campus, Waurn Ponds, West Australia, Australia

    Chee-Peng Lim

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© 2014 Springer International Publishing Switzerland

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Sugimoto, K., Nagasawa, S. (2014). Design Management Strategy: A Case Study of an Affective Product. In: Watada, J., Shiizuka, H., Lee, KP., Otani, T., Lim, CP. (eds) Industrial Applications of Affective Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-04798-0_6

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  • DOI: https://doi.org/10.1007/978-3-319-04798-0_6

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-04797-3

  • Online ISBN: 978-3-319-04798-0

  • eBook Packages: EngineeringEngineering (R0)

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