A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Code

Choi, A. Y., Paek, J. E. (2020). A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Code. Journal of Brand Design Research, 18-3, 255-266.

Brand Design Association of Korea (BDAK)


SPA brands have shown significant growth since they were first introduced in Korea, and in addition to global brands, domestic-born SPA brands continue to grow in Korea. This study aims to present a useful method of basic classification in developing a fashion brand e-commerce website. This study’s methodology first summarized the User Experience factors and Culture Code’s theoretical background by researching literature and analyzing websites of selected highly recognizable SPA brands in Korea. For this study, the website cases of overseas global SPA brands H&M, ZARA, Uniqlo, and domestic SPA brands 8 Seconds, SPAO, and TOPTEN were analyzed based on User Experience factors and Cultural Code elements. The following results were obtained by analyzing six SPA brand case studies with the user experience factors and culture codes as a website analysis tool. First, Global Brand uses Active Culture Codes and emotional, functional elements. Second, the common factor is the use of General Culture Codes and the product selection by the product’s visual experience and information classification. Third, e-commerce websites could be divided into ‘Product-oriented Websites’ and ‘Image-oriented Websites.’ The user experience factors and cultural code analysis tools outlined in this case study are expected to be a useful method of classification in developing e-commerce websites. Therefore, a follow-up study is necessary to measure the experience of the users. Therefore, this study is expected to serve as an essential basis for e-commerce website research as a valuable analysis tool.

Keywords: User Experience Factor, Culture Code, SPA Brand Website

SPA Brand E-commerce Website Classification

CCBD Model