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http://dx.doi.org/10.15207/JKCS.2021.12.2.163

The Current Situation and Development Strategies of Fashion Start-up Companies : Focused on Rising Fashion Designers in Busan  

Chang, Ji-Yean (Division of Clothing & Textile, Pusan National University)
Lee, Jin-Hwa (Division of Clothing & Textile, Pusan National University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.2, 2021 , pp. 163-171 More about this Journal
Abstract
The purpose of this study is to examine the current operation condition of fashion start-up companies and the characteristics of their founders in Fashion Creative Studio that is one of government programs supporting fashion start-up of rising fashion designer's brands in Korea and one of supporting facilities. For this purpose, this study surveyed 32 fashion start-up companies founders in Busan Fashion Creative Studio and analyzed the data based on the survey. The results are as follows. First of all, 82% of the founders have experience to start their business in 20s and 60% of founders with not more than 3 to 5 years of work experience related to fashion challenge to start a business. Secondly, major distribution channels of the fashion start-up companies are mainly on-line open-market consisting of 36% and SNS is up to 80% as the main promotion method. In addition, exports to China account for 71% of all exports. Lastly, 33% of businesses consider viral marketing by influencer and 50% of them make plan to export their items to East Asia. It is of research significance that this study can suggest the successful direction of establishing and operating fashion start-up companies through making good use of Fashion Creative Studio, the supporting program including facility.
Keywords
Fashion Start-up. Rising Fashion Designer; Fashion Support Policy; Fashion Industry; Fashion Creative Studio;
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Times Cited By KSCI : 1  (Citation Analysis)
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