Browse > Article
http://dx.doi.org/10.5850/JKSCT.2011.35.9.1069

LOHAS Marketing Strategy of Fashion Company for Sustainable Image Positioning -Focus on Domestic and Foreign Case Analysis-  

Hong, In-Sook (Dept. of Fashion Design Information, Chungbuk National University)
Kim, You-Jeong (Dept. of Fashion Design Information, Chungbuk National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.9, 2011 , pp. 1069-1084 More about this Journal
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
LOHAS marketing; Sustainable; Environmental management;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Park, S. M. (2006). Analysis of fashion design characteristics for green design for green design since 2000: Focused on LOHAS. Unpublished master's thesis, Kyung Hee University, Seoul.
2 Shin, J. S. (2009). Effect of well-being & LOHAS lifestyle on fashion. Fashion and Knit, 7(1), 53-61.
3 Song, J. H. (2010). The sustainable organic make-up design. Unpublished master's thesis, Konkuk University, Seoul.
4 Tack, H. R. (2005). Study on influencing variables of decision making process for well-being clothing goods. Unpublished master's thesis, Yonsei University. Seoul.
5 The LOHAS by everybody, LOHAS marketing everywhere. (2005, August 18). Weekly Hankook. Retrieved August 28, 2010, from http://weekly.hankooki.com/lpage/cover/200508/wk2005081814085537040.htm
6 Trends and roles of domestic LOHAS. (2008, November 14). Korea LOHAS Association. Retrieved October 25, 2010, from http://lohasKorea.or.kr/sub003_02.asp?cmd=v&id=50
7 Youn, T. Y. (2006). Study on green marketing strategy and corporate image improvement. Unpublished master's thesis, Kwangwoon University, Seoul.
8 Kim, T. B. (2009). Study on the factors affecting LOHAS consumers: Centered on using clients of well-being meat specialty store. Unpublished master's thesis, Yonsei University, Seoul.
9 Ko, J. W. (2008). Study about the consciousness of LOHAS and LOHAS products consumption. Unpublished master's thesis, Sungkyunkwan University, Seoul.
10 Kwon, Y. J., Song, H. G., & Byun, K. I. (2006). A study of effects on selecting Well-being oriented menu in restaurants according to the LOHAS Indices and the types of lifestyle of repeated customers. Journal of Hospitality and Tourism Studies, 22, 31-47.
11 LOHAS Certification. (2006). Korean Standards Association. Retrieved August 15, 2010, from http://www.Korealohas.or.kr/lohas_info/info01.php
12 LOHAS Related Certification. (2009). LOHAS on line. Retrieved August 15, 2010, from http://www.lohas.com/journal/certifications.html.
13 Oh, S. E. (2007). A study on the design of fashion brand flagship store by the LOHAS concept. Unpublished master's thesis, Hongik University, Seoul.
14 Hwang. Y. G. (2010). The influences of green marketing awareness on corporate image and purchase intention: Focused on fashion consumers of department stores in Korea. Unpublished master's thesis, Yonsei University, Seoul.
15 Paik, I. H. (2003). A study on the organic phenomenon in modern fashion. Unpublished master's thesis, Kookmin University, Seoul.
16 Park, E. K. (2008). Brand marketing strategy reflecting LOHAS trend. Journal of the Korean Society of Fashion Design, 8(3), 23-39.
17 Park, H. J. (2008). The effects of consumers' characteristics on recognition of green marketing and buying experience of green products: Focused on values, utilization of information sources, and shopping orientations. Unpublished master's thesis, Dongduk Women's University, Seoul.
18 Kang, J. H., & Jin, B. H. (2006). Sustainable development-An application to apparel supply chain management. Journal of the Korean Society of Clothing and Textile, 30(6), 829-839.   과학기술학회마을
19 Kim, B. Y. (2010). The dyeing properties and hand of the cotton fabric with eco-friendly treatment-Chitosan, Gelatin, Hyaluronic Acid-. Unpublished master's thesis, Ewha Womans University, Seoul.
20 Kim, D. Y. (2009). Study on the strategy for green marketing of a Korean firm. Unpublished master's thesis, Yong In University, Yongin.
21 Kim, J. H. (2009a). University student's attitudes toward valuable consumption to the types of LOHAS lifestyle. Korean Journal of Human Ecology, 18(4), 869-878.   DOI   ScienceOn
22 Kim, S. Y. (2008). A study on the textile design of Africa combined with LOHAS. Unpublished master's thesis, Hongik University, Seoul.
23 Kim, J. H. (2009b). A study on green communications strategy to make the nature-friendly firm image positioning. Unpublished master's thesis, Sungkyunkwan University, Seoul.
24 Kim, M. G., Park, H. J., & Kan, H. S. (2010). A study on ecofriendly tendency in contemporary fashion brand. Journal of Fashion Business, 14(4), 185-199.
25 Kim, M. S. (2007). A study on the development of green design in website of life for 'LOHAS'. Unpublished master's thesis, Seoul National University of Technology, Seoul.
26 Cho, M. Y. (2009). A study on LOHAS fashion design. Unpublished master's thesis, Changwon National University, Changwon.
27 Cho, S. H. (2006). Wellbeing trend in contemporary fashion. Unpublished master's thesis, Sungshin Women's University, Seoul.
28 Choi, S. Y. (2010). A basic study for the LOHAS scale development based on the notion of health and sustainability. Unpublished master's thesis, Ewha Womans University, Seoul.
29 Eco, green, slow life similar to LOHAS. (2007, March 21). Korea LOHAS Association. Retrieved October 25, 2010, from http://www.lohasKorea.or.kr/sub003_06.asp?tb=column&catid=-1&cmd=v&id=9&ss=&sc=&sa=&pg=2
30 Gong, S. Z. (2009). A study on the satisfaction, importance, perception of organic clothing goods. Unpublished master's thesis, Konkuk University, Seoul.
31 Heo, M. J. (2009). An analysis on the efficiency of green advertising as green marketing: Focused on domestic main enterprises. Unpublished master's thesis, Seoul National University of Technology, Seoul.
32 Ha, S. Y. (2009). Expressed values and design elements in the environment-firendly fashion design. Unpublished doctoral dissertation, Hanyang University, Seoul.
33 Ha, S. Y., & Park, J. O. (2009). Characteristics of design elements in environment-friendly fashion-Focus on the content analysis of previous literature-. Journal of the Korean Society of Clothing and Textile, 33(8), 1280-1292.   과학기술학회마을   DOI   ScienceOn
34 Han, S. Y. (2007). A study on a successful implementation plan of eco-friendly marketing. Unpublished master's thesis, Dankook University, Yongin.
35 Baik, Y. S. (2004). A study on the well-being trend in contemporary fashion & design. Unpublished master's thesis, Chung-Ang University, Seoul.
36 A change of nine key industries into be of low carbon and green. (2008, December 2). Asia Economic. Retrieved October 25, 2010, from http://www.asiae.co.kr/news/view.htm?idxno=2008120211253076276&nvr=y
37 Ahn, J. M., Chang, H. S., & Kim, M. K. (2009). A study on awareness of Korea LOHAS certification and an influence which the Korea LOHAS certification has on consumer's attitude and purchase intention. Management Education Transactions, 56, 313-331.
38 Bae, J. K. (2010). LOHAS commodity consumption state study along a lifestyle change of a LOHAS consumer. Unpublished master's thesis, Sejong University, Seoul.