Fashion Marketing Research Laboratory
Books
Sustainable Fashion
지속가능패션
Sustainable fashion has become an increasingly important topic in the global fashion industry, as people become more aware of the negative environmental and social impacts of fast fashion. Consumers are increasingly demanding sustainable options, and many companies are realizing that incorporating sustainable practices into their business models is not only necessary for the environment and society, but also for their long-term economic success. The six chapters cover a range of topics, from the basics of sustainable fashion to more advanced concepts like circular design and regenerative agriculture. One of the strengths of this book is its use of case studies, which provide real-world examples of sustainable fashion in action. These case studies come from a variety of sources, including well-known sustainable fashion brands. By learning from these examples, fashion industry practitioners and educators can gain a deeper understanding of what it takes to create truly sustainable fashion. Overall, this book is a valuable resource for anyone interested in sustainable fashion. Whether you are a fashion industry practitioner looking to create a sustainable brand, an educator seeking to teach your students about sustainable fashion, or simply someone who wants to learn more about this important topic, this book provides a wealth of information and inspiration.
급변하는 글로벌 패션산업 환경에서, 본 서는 지속가능패션 브랜드를 기획하고 실행하는 패션업계 실무자에게는 업무가이드라인으로, 이론적 체계를 구축하고 교육하는 학계 교육자들에게는 교육자료로 활용되기를 바라며 기획되었다. 본 서에서 다룬 총 19개 브랜드에 대해 지속가능 실천범주별/ 매크로트렌드별 실천전략을 다루었으며, 지속가능패션 미래에서는 순환패션을 위한 개념과 요건을 제시하였다. 이 책을 통해 한국패션이 지속가능패션 문화와 조화롭게 융합되어 글로벌시장에서 우수한 문화상품 가치를 인정받고, 지속가능한 발전과 인류행복에 기여할 수 있기를 바란다.
Fashion Brand & Communication 패션브랜드와 커뮤니케이션
In the rapidly changing global fashion industry, building fashion brand asset has become a crucial strategy for corporate sustainable growth, rather than just an option. Fashion companies use various communication strategies and tools to build differentiated brand identities. With the advent of social media and metaverse, digital communication is emerging as an important trend. Fashion companies are exploring innovative ways to communicate with consumers in this era of social media and metaverse. This book is a valuable resource for practitioners looking to plan and implement communication strategies and for educators seeking to build and guide theoretical systems in a rapidly evolving communication environment for fashion brands. The book is organized into four parts and 14 chapters, offering insights based on various case studies and research findings.The book shows the importance of building sustainable brand assets and provides guidance on creating a differentiated brand identity.In summary, this book is an essential resource for anyone looking to create a sustainable fashion brand or incorporate sustainable practices into an existing brand. With its focus on innovative communication strategies, this book provides valuable insights for fashion industry practitioners and educators alike.
급변하는 글로벌 패션 산업에서 패션 브랜드 자산을 구축하는 것은 단순한 선택이 아닌 기업의 지속가능한 성장을 위한 중요한 전략이 되었다. 이 책은 지속 가능한 패션 브랜드를 만들거나 기존 브랜드에 지속 가능한 관행을 접목하고자 하는 모든 사람들에게 필수적인 자료이다. 혁신적인 커뮤니케이션 전략에 초점을 맞춘 이 책은 패션 산업 종사자와 교육자 모두에게 귀중한 통찰력을 제공한다.