Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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New Zealand National Brand expressed in Fashion Design

  • Yum, Hae Jung (Dept. of Fashion Design, Research Institute of Human Ecology Chonbuk National University)
  • Received : 2018.11.26
  • Accepted : 2018.12.23
  • Published : 2018.12.30
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Abstract

This study looked at how New Zealand's national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand '100% pure New Zealand' in 1999, and in 2003 it announced the slogan 'new thinking New Zealand' with the value of 'newness' and 'innovation'. It also has 'Maori branding'. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of 'New Zealand ecology image', 'ethnic & Kiwiana image', 'nostalgic travel image' and 'pop image'.

Keywords

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Figure 1. Basic Classification Map (BCM)

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Figure 2. Extracting Associated Visual Images from TNZ website I (media.newzealand.com)

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Figure 3. Extracting Associated Visual Images from TNZ website II (media.newzealand.com)

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Figure 4. Extracting Associated Visual Images from Fashion Brand website I (www.kiakaha.co.nz)

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Figure 5. Extracting Associated Visual Images from Fashion Brand website II (www.kiakaha.co.nz)

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Figure 6. Flowchart of the Study

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Figure 8. Associated Images Extracted from TNZ Website II (www.globalculture.co.nz www.kiakaha.co.nz parrs.co.nz www.roamclothing.co.nz www.thewoolcompany.co.nz www.wildkiwiclothing.co.nz)

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Figure 9. Subgroups in BCM

Table 1. Key Perceptions of New Zealand

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Table 2. Nation Branding for New Zealand

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Table 3. List of Fashion Brands

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Table 4. Keywords Extraction & Classification on Fashion Brand Website

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Table 5. New Zealand Ecology Image

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Table 6. Ethnic & Kiwiana Image

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Table 7. Nostalgic Travel Image

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Table 8. Pop Image

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