Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the Strategies for Activating the Vegan Fashion Brand in the Meaning Out - Based on an Instagram Hashtag Analysis -

미닝아웃 시대의 비건 패션 브랜드 활성화 전략 연구 - 인스타그램 해시태그 분석을 중심으로 -

  • Kyunghee Jung (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Soojeong Bae (Dept. of Clothing & Textiles, Chonnam National University)
  • Received : 2023.07.03
  • Accepted : 2023.07.24
  • Published : 2023.07.30
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Abstract

This study aims to analyze Instagram hashtags based on big data to investigate changes in consumer trends and perceptions of vegan fashion, and to derive strategies for revitalizing vegan fashion brands based on derived results. Among social media, Instagram was selected as a collection channel, and Instagram hashtags for 'Vegan Fashion' were collected from July 1, 2021 to December 31, 2021. After conducting semantic network analysis with the Ucinet 6 program based on the collected data, the CONCOR analysis on vegan fashion showed the following four clusters: 'Veganism practiced with fashion', 'Bag type of vegan fashion brand', 'Sharing vegan fashion', and 'Diversification of eco-friendly products'. Analysis results showed that the Instagram hashtag for vegan fashion confirmed the MZ generation's increased interest in vegan fashion and their thoughts to recommend and share frequently used items or brand products to people around them. CONCOR analysis of vegan fashion brands showed the following four groups: 'Differentiating the material of vegan bags', 'Eco-friendly products of vegan fashion brands', 'Interest in vegan shoes', and 'Donation campaign of vegan fashion brands'. CONCOR analysis on Meaningout showed the following four clusters: 'MZ Generation's Meaningout Start-up', 'Recommendation Platform for Skin Products', 'Value Consumption Trend for Eco-friendly Clothing', and 'Interest in Eco-friendly Packaging'. The results of this study on vegan fashion, a practical eco-friendly movement that can require changes in social responsibility and perception as issues that directly affect animals, the environment, and humans, are expected to provide basic data to help domestic vegan fashion brands develop marketing strategies.

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Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2020S1A5B5A17091668)

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