• 복식문화연구
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• 제18권5호
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• pp.872-891
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• 2010

This study was an exploratory research to classify the types of green fashion marketing of the fashion companies in South Korea and analyse the present cases of each type. To analyse the current cases of green fashion marketing strategies, we researched all sorts of newspapers, magazines, publications of fashion companies, and web sites from 2008 to 2009. As a result, we categorized 5 types of green fashion marketing as follows ; eco-friendly fabrics (natural fabrics, recycled fabrics, biodegradable fabrics), re-use or re-form(reuse after cleaning and/or repairing and reformation through transformation and combination of raw materials), green certifications(ISO 14001, GOTS, OES, etc.), eco-friendly management and operation, and green marketing promotions. Based on the results, we proposed the green marketing strategies for fashion companies to progress toward the proper direction of green marketing. First of all, companies should escape from the narrow view point limited to the product itself. Then they have to focus on developing and execution of sustainable merchandising, manufacturing, logistics, and waste strategies.

• 한국의상디자인학회지
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• 제13권2호
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• 한국의상디자인학회지
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• 제17권1호
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• pp.131-140
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• 2015

After drawing the sensory images from the color green, the difference of sensory images and the difference of the color green according to demographic characteristics and which factors affect the preference have been analysed. The thirty six-photos of 2013 women fashion show on the STYLE.COM were used for the stimuli of green colour fashion for the questionnaire. The people surveyed were adults in their 20s to 50s. The 123 copies of the questionnaire were used for the statistical analysis of this study. Factor analysis, Cronbach's ${\alpha}$ test, t-test, ANOVA, Duncan test and Regression analysis test were carried out by SPSS 19 for the statistical analysis of collected data. The results were as follows. The sensory images of green fashion were drawn in six types. The sensory images of green fashion according to demographic characteristics showed a significant difference depending on martial status, age, monthly income and occupation. The preference of green colour fashion according to demographic characteristics showed a significant difference depending on sex, age, monthly income, occupation. The variables affecting the preference of green fashion were identified as four types, and the most affecting variable to the preference was the favorable and familiar factor. These research results will become available on selecting the target customer and making the marketing differentiation strategy when planning fashion products.

• 한국의류학회지
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• 제35권9호
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• pp.1069-1084
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• 2011

This study investigates the main trend of LOHAS, examines and analyzes the LOHAS marketing cases of the fashion industry, and proposes an effective LOHAS marketing strategy for the domestic fashion market. Data were collected from Naver, Google and Daum from 2005 (when LOHAS began to be recognized) to October $31^{st}$ 2010. We searched the research material with keywords related to the research subject (such as eco, green, well being, echo-friendly, LOHAS, sustainable, environmental management, and green management) to conduct a theoretical and exploratory study through qualitative analysis. The data are analyzed with three types such as personal value of eco-friendly fabric, economical value of recycled fabric and re-use or re-form, and social-ethical value of distribution and promotion. The research results show that LOHAS marketing activities focused on personal values and social-ethical values (rather than economical value) and from an eco-friendly management centered on merchandise; in addition, an eco-friendly supply chain management incorporated with a management system were applied. LOHAS marketing strategies at home and abroad revealed some differences in the cases of eco-friendly fabric, recycling, and fair trade.

• 복식문화연구
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• 제18권4호
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• pp.640-654
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• 2010

The purpose of this study is to design neckties that are motivated by Christmas symbol images that have been known to public most widely in the basis of Day marketing so as to develop the competitive commodities closed to consumers' emotion in the fashion industry. As a method of this study were to use Adobe Illustrator CS2, which is one of the vector graphic programs, to present the motif design such as Santa Claus, trees, presents and letters among Christmas symbols, and are to apply to neckties by giving a change with striped pattern, all over pattern and one point pattern. The results are as follows; Firstly, Santa Claus image was expressed by color contrast with red and white, which was perceived by red, green and white that are mostly used in Christmas. Secondly, tree images are expressed abstractly with color contrast where red and green are contrasted, and color way change was given for symbol color of Christmas. Third, in the image of gift, the image of share and image of colorfulness were considered for expression by making motifs of three dimensional hexahedron shape. Fourthly, in the image of type, motif was expressed by giving a change in horizontal and vertical writing types.