Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Qualitative Research for Investigating the Attributes and Internal Structure of Fashion Brand Authenticity

패션 브랜드 진정성의 속성과 내부 구조 확인을 위한 질적 연구

  • Received : 2012.03.24
  • Accepted : 2012.05.30
  • Published : 2012.06.30
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Abstract

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, a new concept of brand association. For qualitative research, a total of 22 samples of consumers and professional groups were selected to implement in-depth interviews and focus group interviews. The results of this study were as follows: 1) the authenticity of fashion brand included various sub-dimensions. Attributes that constituted the authenticity of fashion brand, consisted of these following 8 dimensions: heritage, authority, relationship to place, consistency, non-popularity, trend-leading, originality and sustainability. 2) sub-dimensions of the fashion brand authenticity were once again categorized into core attributes and promoted attributes. Dimensions such as heritage, authority, relationship to place, consistency and non-popularity dimensions were inherent attributes of the brand, formed at a comparatively long time. Subsequently, these were categorized as core attributes of the authenticity of fashion brand. The trend-leading, originality and sustainability can form in a relatively short period of time by accepting the change, so it was categorized as promoted attributes which were created at the front stage with the consumers.

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References

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