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

The Korean Society of Clothing and Textiles (한국의류학회)
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Type and Component of Fashion Brand Concepts

패션 브랜드 컨셉의 유형 및 구성 요소 분석

  • Kim, Saehee (Div. of Fashion & Beauty, Busan Kyungsang College)
  • 김세희 (부산경상대학교 패션.뷰티계열)
  • Received : 2014.02.11
  • Accepted : 2014.06.13
  • Published : 2014.08.31
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Abstract

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

Keywords

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