Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Qualitative Study on Korean Fashion Designer Brand Individuality Factors

국내 패션 디자이너 브랜드 개성 구성요인에 관한 질적 연구

  • Uh, Kyungjin (Dept. of Fashion design business, Yeonsung University) ;
  • Ha, Jisoo (The Research Institute of College of Human Ecology, Seoul National University)
  • 어경진 (연성대학교 패션디자인비즈니스과) ;
  • 하지수 (서울대학교 생활과학연구소)
  • Received : 2020.08.25
  • Accepted : 2020.12.11
  • Published : 2020.12.31
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Abstract

The domestic fashion industry of the middle and late 20th century emphasized the importance of a standardized design process; however, the values of differentiated brand individuality have become increasingly important with the qualitative·quantitative growth of designer brands. Therefore, paying attention to designer individuality (or a differentiated element of a designer brand growing up in the domestic fashion industry) this study reestablished factors of the designer brand individuality. An in-depth interview was conducted with 13 designers and consumers for empirical analysis. In order to identify concepts of designer individuality based on the theory of the brand personality by Aaker along with precedent studies, the study devised a theoretical frame to explain a conceptual structure of designer brand individuality as well as reestablish its factors as the designer individuality, design and non-design factors through empirical research. Empirical research derived the designer individuality factors as an external designer image, designer taste, design philosophy and designer personality. Design factors were derived as concept, working process and method, style and formativeness. Non-design factors were also extracted as wearing experience, wearer image, lookbook image, fashion shows and exhibitions. It is meaningful that little empirical research has been conducted on domestic fashion designers who actually run designer brands and that this study helped understand designer brands through a new approach called designer individuality.

Keywords

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