패션 브랜드 아이덴티티 구축을 위한 패션 커뮤니케이션 방법론 연구A Study on Fashion Communication Methodology to Build Fashion Brand Identity
- Other Titles
- A Study on Fashion Communication Methodology to Build Fashion Brand Identity
- Authors
- 고승민; 김진영
- Issue Date
- Feb-2024
- Publisher
- 한국패션비즈니스학회
- Keywords
- 패션 커뮤니케이션; 커뮤니케이션 방법론; 브랜드 아이덴티티; fashion communication; communication methodology; brand identity
- Citation
- 패션 비즈니스, v.28, no.1, pp 68 - 82
- Pages
- 15
- Journal Title
- 패션 비즈니스
- Volume
- 28
- Number
- 1
- Start Page
- 68
- End Page
- 82
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/32849
- ISSN
- 1229-3350
2288-1867
- Abstract
- The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.
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Collections - College of Fine Arts > Department of Textile Art and Fashion Design > 1. Journal Articles
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