Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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LOHAS Marketing Strategy of Fashion Company for Sustainable Image Positioning -Focus on Domestic and Foreign Case Analysis-

패션업체의 지속가능한 기업이미지 포지셔닝을 위한 로하스 마케팅 전략 -국내·외 사례분석을 중심으로-

  • Hong, In-Sook (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Kim, You-Jeong (Dept. of Fashion Design Information, Chungbuk National University)
  • 홍인숙 (충북대학교 패션디자인정보학과) ;
  • 김유정 (충북대학교 패션디자인정보학과)
  • Received : 2011.05.17
  • Accepted : 2011.06.16
  • Published : 2011.09.30
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Abstract

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.

Keywords

References

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