• Fashion & Textile Research Journal
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• v.9 no.5
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• pp.516-527
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• 2007

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.357-371
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• 2022

With the expansion of the vegan fashion industry and increasing consumer interest in vegan goods, the first inaugural Vegan Fashion Week was held in LA in 2019. However, there are no studies examining the sustainability of vegan fashion brands; this study underlines the necessity to close this research gap. This study aimed to ascertain how these issues are handled by vegan fashion brands. Using the "sustainable criterion of fashion brands," we investigated the companies that participated in Vegan Fashion Week. This study analyzed the featured brands, conducted case studies, and examined each brand's sustainability strategies and procedures. Press releases, news articles, official websites, and web magazines served as raw data for this study. Analyses of individual networks were performed and brands' approaches to veganism and sustainability were evaluated; eco-friendly material, fair trade, local production, and vegan inspiration were among these techniques. Every brand had put at least one of these requirements into practice for their business, with vegan inspiration being the most popular approach. Additionally, it was discovered that vegan fashion brands deliberately employed vegan messaging that aligns with their corporate values. After its initial launch, VFW continues to advance the discourse on vegan fashion both within the industry and with the general public. The study's implications include the analysis of vegan fashion brands' ethical manufacturing, environmental practices, and overall sustainability.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.3
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• pp.219-238
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• 2014

This study attempted to investigate present condition and product planning of global eco-fashion brands that harmonize fashion and sustainability. As research subjects, this study selected 97 oversea fashion brands mentioned in books related to eco-fashion, Black(2011), Brown(2010), Fuad-luke(2009). As for research methods, materials and ethical practices of these selected 97 brands through literature data and their internet site homepages. This study analyzed oversea eco-brands collected 26 British brands, 22 American brands, 36 European brands such as Germany, France, Italy, Sweden, Spain, Finland and so on, except Britain and 13 other regions including Japan, India, Canada, Mexico, and New zealand. In conclusion, the product planning characteristics of these oversea eco-fashion brands can be summarized as follows; community and fair trade, ecological and slow design, recycle, reuse, redesign, and new eco-models. Firstly, brands of 'community and fair trade' manufactured products through fair trade and local community's artisan by ethical practices with organic fabrics. Secondly, brands of 'ecological and slow design' pursued timeless design and multi-functional design as luxury eco-fashion styles. They used organic textiles, hemp, bamboo, soya, tencell, sea cell, and self-sustaining plants. Thirdly, brands of 'recycle, reuse, redesign' aimed for upcycling high-end fashion and used vintage clothes, textile scraps, PET, parachutes, tires, safety belts, advertising banner and so on. In addition, brands of 'new models as eco-fashion' suggested zero-waste cutting, recycling over-printing technology, new sustainable business model, and ethical practices in the supply chain of the fashion industry.

• Journal of Fashion Business
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• v.27 no.1
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• pp.77-109
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• 2023

This study attempted to understand current status of overseas virtual fashion brands and analyze attributes of common digital fashion brands. Based on brand analysis criteria of previous studies, digital fashion brands were analyzed for brand concept, price range, characteristic elements, and attributes. Digital fashion design elements of items, colors, materials, patterns, and effects were analyzed by collecting images of brands' digital fashion design products. Digital fashion brands could be divided into experimental and creative digital fashion brands and digital fashion brands aiming for popular brands. This study introduces a creative fashion collection that experiments sustainability and future value. It shares a new way of self-expression and a playful culture centered on the younger generation. In terms of fashion design elements, fashion items were similar to the existing fashion category, but included other accessories that reflected the lifestyle of Generation Z. Silhouette expressed a minimalistic futuristic image centered on straight silhouettes. Color showed a bold and modern color image through black and color contrast. Unique patterns reflecting the concept of the brand appeared, centering on abstract and geometric patterns. Regarding materials and effects, new elements differentiated from existing fashion design area, showing meaningful characteristics. Digital materials are developed and proposed for sustainability. Materials (such as metal, glass, plastic) and effects (such as weightlessness, flames) expand impossible senses in reality and enable new fashion experiences. This is a case study of digital fashion brands. It is meaningful in that it identifies characteristics and discusses their values and meanings.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.101-105
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• 2009

With the acceleration of globalization, China accounts for a larger part in the world economy. The Korea fashion brands that have entered into China are becoming more diverse and various and China has become a major market of Korea fashion brands. More than 100 Korea fashion brands rushed into Shanghai, gaining a lot of attention. Korea fashion brands have market strategies such as differentiation strategy, high price and diversification. Korea fashion brands have gained a large market share in China owing to their diversity of products and successful marketing strategy. In order to get more profit, they should make more efforts to increase their brands' awareness, getting more potential consumers.

• Journal of Fashion Business
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• v.15 no.3
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• Fashion & Textile Research Journal
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• v.18 no.4
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• pp.477-488
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• 2016

This study classified and analyzed the types of images posted on official accounts operated by domestic and foreign SPA brands on Instagram and Pinterest, which are image-based fashion curations, and performed a survey on preferred image types in the fashion curations of SPA brands. It aims to induce active apparel purchasing behavior of consumers through the suggestion of image types about fashion curations for effective communication between fashion brands and consumers. The survey to targets the 20s and 30s was carried out from October 23, 2015 until November 22 and conducted factor analysis, paired t-test. The above images were classified into four types based on previous studies: product images, brand images, lifestyle images, multiple images. The results of the survey were also divided into four factors in line with the classification of image types. Generally, foreign SPA brands(H&M, Uniqlo, Zara) used image-based fashion curation services more frequently than domestic SPA brands(8Seconds, Mixxo, Spao, Tngt). The analysis of image types in the fashion curations of SPA brands showed that product images accounted for the highest proportion of images used in the official accounts of SPA brands. However, the comparison of averages on the preferred image types of survey respondents showed that the users who had once visited the official accounts of SPA brands on Instagram and Pinterest preferred in the order of lifestyle information > product information > brand information > multiple information provided by SPA brands, which was statistically significant.

• Journal of Fashion Business
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• v.19 no.6
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• pp.101-111
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• 2015

This study aims to analyze the current state of menswear in the domestic fashion market and the trend of new menswear brands. In addition to this, a comparative analysis of domestic and foreign menswear brands will be done to provide baseline data for the domestic brands in regards to strategic direction in the coming years. The study used reports published by Samsungdesign.net, which provided trends of 110 new brands from 2005 to 2014, in order to analyze the trends of new menswear brands launched during that period. Menswear brand information in the Korean Fashion Brand Annual, of which there were 168, were utilized to research the current state of the brands in the domestic market. As a results, menswear is expected to become more sensitive to trends and designs thanks to steady launchings of menswear brands within character casual zoning for the past 10 years and active brand launchings within contemporary zoning in the last 5 years. Also, as more brands are targeting men in their 20's as their main customers, it suggests that menswear brands are striving for a younger mindset. In terms of pricing, prestige and budget line launchings they seem to be dwindling, while bridge brands are increasing. This shows that customers are demanding luxury items at a reasonable price. Since there are higher ratio of foreign brands in dress shirts and contemporary zoning, domestic brands need to develop and produce more high quality clothes within these zonings.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.4
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• pp.630-647
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• 2021

As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.

• Journal of Fashion Business
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• v.26 no.1
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• pp.16-29
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• 2022

Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.