Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Characteristics and Strategies of the Living Business of Fashion Brands

패션 브랜드의 리빙 분야 사업특성과 전략

  • 박근영 (건국대학교 의류학과 텍스타일디자인전공) ;
  • 김성달 (건국대학교 리빙디자인학과)
  • Received : 2020.06.08
  • Accepted : 2020.07.07
  • Published : 2020.07.30
Download PDF
⟨ Previous Next ⟩

Abstract

The home furnishing and living market is growing because of the increasing interest of consumers in living spaces. In this trend, global fashion companies are seeking to increase sales by expanding their businesses by launching their own home lines or brands early, taking advantage of the various advantages of each brand. In response, this study was designed to examine the strategies necessary for domestic fashion brands to pursue their business in the future by conducting a case study and characteristics analysis of the living brands of foreign fashion companies in line with the trend of expanding their living-related businesses. The following is an analysis of the characteristics of the living brands of global fashion companies. First of all, utilizing the brand awareness of fashion companies; second, the strength of unique textile designs; and third, the expansion of synergy through the expansion of the business into various fields. Fourth, the lack of diversification in materials suitable for living products; fifth, the lack of information on quality; sixth, the lack of space and contents for living areas. Finally, a living brand strategy of a domestic fashion company was proposed as follows. First, it proposed collaboration with textile design companies and designers; second, it proposed exploring business models through the inclusion of brand licenses; and third, it proposed expanding the planning of living products of private brand by distribution companies.

Keywords

References

  1. Armani Casa. (n.d.). Retrieved April 10, 2020, from https://www.armani.com/casa/us/textiles/
  2. Calvin Klein Home Line. (n.d.). Retrieved April 20, 2020, from https://www.pinterest.co.kr/pin/371406300500447014/
  3. Choi, H. (2011). Research about brand extension strategy of the fashion brand (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  4. Choi, J. (2014, September 17). 뉴욕의 샤넬 '도나카란' [New York's Chanel, 'Donna Karan']. Zum. Retrieved April 25, 2020, from https://news.zum.com
  5. DKNY Home Line. (n.d.). Retrieved May 10, 2020, from https://www.donnakaran.com/category/dkny/home/view+all.do
  6. Etro Home. (n.d.). Retrieved April 15, 2020, from https://www.etro.com/gr-en/world-of-etro/home-collection.html
  7. Fendi Casa. (n.d.). Retrieved April 20, 2020, from https://www.fendi.com/us/info/fendi-roma/casa
  8. H&M Home. (2020). Retrieved April 25, 2020, from https://www.instagram.com/p/B-wBFQfgCGZ/
  9. Hermes Home Line. (2017). Maison. Retrieved May 10, 2020, from https://www.maisonkorea.com/2017/06/07/%EC%97%90%EB%A5%B4%EB%A9%94%EC%8A%A4%EC%9D%98-%EC%83%88%EB%A1%9C%EC%9A%B4-%EC%8B%9C%EB%8C%80/
  10. Huh, Y. (2018, August 27). 한섬, 라이프스타일 브랜드 '더 캐시미어' 도산대로에 플래그십 스토어 오픈 [Handsome opened flagship store of life style brand 'The Cashmere' in Dosan-daero]. Fashion News. Retrieved May 2, 2020, from https://fashionn.com
  11. Kate Spade Home Line. (n.d.). Retrieved May 10, 2020, from https://www.gpjbaker.com/brands/kravet/kate-spade-new-york-amusements/#
  12. Kim, M. (2020, February 19). 경기 어려우니 옷부터 안사...법원 찾는 의류업체들 [The economy is difficult, people don't buy clothes...colthing companies look to the court]. Edaily. Retrieved April 20, 2020, from https://www.edaily.co.kr
  13. Kuho's bradstory. (n.d.). Retrieved April 25, 2020, from http://www.kuho.co.kr/brandstory/brandstory.jsp?LANG=KR#/1
  14. Kwak, S., & Jung, H. (2018, May 22). '집 꾸미기 열풍'에 홈퍼니싱 시장 '쑥쑥'...패션업계도 진출 [The home furnishing market is growing due to 'home decorating carze'...the fashion industry also launches]. News1. Retrieved April 20, 2020, from http://news1.kr
  15. Lee, E. (2011). A Study on the comparison of textile design between fashion products and home interior products of prestigious fashion brands. Journal of Korea Design Forum, 30, 315-325. doi:10.21326/ksdt.2011..30.029
  16. Lee, J., & Jang I. (2014, September 5). 라이프스타일 숍 춘추전국시대! 집, 패션을 입다 [Lifestyle shop is the warring states period! House, wear fashion]. Lady Kyunghyang. Retrieved March 11, 2020, from http://lady.khan.co.kr
  17. Lee, J., & Nha, S. (2006). A study on components of fashion brand equity -Emphasis on jeans brands-. Journal of Fashion Business, 10(2), 117-146.
  18. Lee, C., & Lee, S. (2020). Study on the interest of SNS users according to new media fashion content types -Focus on Vogue Korea's official Instagram-. Journal of Fashion Business, 24(1), 75-87. doi:10.12940/jfb.2020.24.1.75
  19. Marimekko Home Line. (2015). Retrieved April 10, 2020, from https://www.travelandleisure.com/trip-ideas/guide-to-helsinki-marimekko
  20. Missoni Home. (n.d.). Retrieved April 15, 2020, from https://www.missonihome.com/wp-content/uploads/2020/04/mh-2020-Living.pdf
  21. Oh, J. (2011, August 18). 에르메스, "명품 쇼파와 식탁도 선보여요" [Hermes, also shows a luxury couch and a table]. JoongAng Ilbo, Retrieved April 25, 2020, from https://news.joins.com
  22. Oilily Home Line. (n.d.). Retrieved May 10, 2020, from https://www.oilily.com/collections/living/products/tropical-wall-duvet-cover-multi
  23. Ralph Lauren Home. (n.d.). Retrieved May 10, 2020, from https://www.ralphlaurenhome.com/collection/2019_Spring/SonomaValley/default.aspx
  24. Versace Home. (n.d.). Retrieved April 5, 2020, from https://www.pinterest.co.kr/pin/513058582548604375/
  25. Yang, L. (2013). Home collection launch by fashion brands that influenced home textile design - Focused on U.S. market -. Journal of Korea Design Forum, 39, 163-176. doi:10.21326/ksdt.2013..39.015
  26. Zara Home. (2020). Retrieved May 8, 2020, from https://www.instagram.com/p/B_2Fay8j17Q/