한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)
- 제6권3호
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- Pages.97-109
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- 2004
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- 1229-7240(pISSN)
영국 전통 패션브랜드 혁신에 관한 연구
A Study on the Renovations of the British Traditional Fashion Brands
- 발행 : 2004.12.01
초록
As lifestyle changes, consumer behavior becomes emotional. And fashion brands are responding the behavior. The brands reflect changes of the needs and the values of consumers. This study analyzed the renovation strategies of the British traditional fashion brands through a literature survey. The common renovation strategies of the British traditional fashion brands were the renovations in the design which harmonized traditional elements with modem elements which is the key, and the renovations in the promotion and the distribution of commodities. The most effective renovation strategy is to combine the three renovations.
키워드