• 목록

As economic stagnation persists, consumer spending behavior has become increasingly cautious, drawing renewed attention to premium home appliances. This study aims to clarify the contemporary meaning of "premium" and identify key strategic elements of premium product design through a review of previous literature. Based on the extracted elements, this research analyzes the premium product lines of two major domestic appliance companies L’s SIGNATURE and S’s BESPOKE AI. The analysis revealed that both brands commonly adopt strategies centered on refined aesthetics, emotional user experience, consistent brand philosophy, and technology-based sustainability. However, L’s strategy focuses on emotional value by framing its products as artistic objects, while S emphasizes personalized experiences through AI technology to reinforce its premium identity. This study suggests that premium design strategies in today’s market are no longer defined by a single element, but rather evolve through the integration of user experience and brand value.