• 한국의상디자인학회지
• /
• 제22권1호
• /
• pp.61-71
• /
• 2020

This study looks at 'Corporate Social Responsibility' which is required for the fashion industry and brands in modern times. The American fashion brand known for its corporate social responsibility activities, 'Patagonia' is the case study for this research. The purpose of this study is to make suggestions to eco-friendly, outdoor and casual apparel fashion brands that want to introduce corporate social responsibility programs by considering the case of Patagonia's "Worn Wear" campaign. The method of this study was to review corporate social responsibility, previous studies on Patagonia, and literature, such as domestic and foreign media, Patagonia's official homepage, specialty publications, and media. The study concerning corporate social responsibility is focused on Patagonia's "Worn Wear". Worn Wear is Patagonia's system that repurchases and repairs products from Patagonia's own consumers. The study found that the well known corporate social responsibility led to increased sales. Patagonia's social responsibility activities are thought to be part of the brand identity that goes beyond marketing. In the Worn Ware case, repurchasing products from consumers and reselling them or reprocessing them resulted in increased sales, increased consumer engagement, and higher brand attention. The suggestion for a fashion company or brand in a category similar to Patagonia that is looking to engage in corporate social responsibilbty is to adopt and continue a campaign that 'consists of a successful marketing image, connecting memories and new experiences, separated shopping channels while diversifying the creation of distribution and contact channels'.

• 한국지형학회지
• /
• 제20권4호
• /
• pp.15-28
• /
• 2013

본고는 2012년 11월 14일부터 25일까지 10일간 남미대륙의 파타고니아와 아타카마 지역을 중심으로 한 안데스 산지를 답사한 후 그곳에서 관찰된 지형경관에 대해 지오투어리즘 관점에서 고찰한 것이다. 파타고니아 지형경관은 칠레의 토레스델파이네 국립공원과 아르헨티나의 로스 빙하국립공원에서, 그리고 아타카마 지형경관은 칠레의 산페드로데아타카마를 중심으로 한 지역에서 주로 관찰되었다. 파타고니아는 세계에서 가장 빠른 융기율을 나타내고 있는 곳 중의 한 곳으로 위의 두 개 국립공원에는 반건조지형과 융기지형 그리고 빙식지형이 매우 잘 발달되어 있다. 특히, 파이네와 피츠로이 암봉군은 관입에 의한 화강암 빙식지형의 백미를 보여주고 있어 두 곳 모두 유네스코 세계자연유산으로 등록된 곳이기도 하다. 한편, 아타카마 사막은 악지와 염호, 간헐천 등 사막과 화산경관이 공존해 있는 독특한 지형경관이 발달된 곳이다. 그 이유는 아타카마 사막이 산페드로데아타카마 동쪽의 화산호(弧)와 해성층의 융기로 형성된 대륙붕단 사이의 전호분지에 위치하고 있기 때문이다. 또한 응결응회암 완사면, 선상지면 등으로 형성된 페디플레인이 곳곳의 페디멘트와 어우러져 건조지형의 전형을 잘 나타내 주고 있기도 하다. 파타고니아와 아타카마는 남미판과 태평양판의 충돌로 인해 형성된 안데스 산지가 만든 매우 다양한 지형경관이 발달된 최적의 지리여행지이다.

• 복식문화연구
• /
• 제32권2호
• /
• pp.247-259
• /
• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• Asia Marketing Journal
• /
• 제22권2호
• /
• pp.19-57
• /
• 2020

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration could be cultivated on the consumer-side, investigating perceived CSR authenticity and corporate self-sacrifice as primary determinants. Specifically, we speculate the asymmetric role of consumers' moral identity, revealing that moral identity symbolization positively interacts with both determinants while negatively moderating the relationship of these intentions and consumer admiration. We derive our analysis from diverse international and Korean data, concluding with theoretical and managerial implications for domestic and international companies in pursuit of environmental CSR campaigns that bridge consumer and company, as well as limitations and future research directions.

• 한국지구물리탐사학회:학술대회논문집
• /
• 한국지구물리탐사학회 2010년도 학술대회 초록집
• /
• pp.33-33
• /
• 2010

남극 반도 북부에 설치된 임시지진관측소와 세종기지 지진관측소에서 관측된 원격지진을 이용하여 P파의 상부 맨틀 속도 구조 모델링을 하였다. 사용된 자료는 1997년부터 1999년까지 실시된 SEPA (the Seismic Experiment in Patagonia and Antarctica) 연구에 설치된 7대의 임시 광대역 관측소와 IRIS/GSN 영구 관측소인 PMSA, 그리고 칠레 Jubany 기지(JUBA)와 아르헨티나의 Esperanza 기지(ESPZ)에 설치된 광대역 지진관측소에서 관측된 자료를 사용하였다. 모든 관측소가 남극 반도와 남 셔틀랜드 군도에 위치하고 있기 때문에 매우 낮은 신호대 잡음비를 보여주고 있다. 모델링에 사용된 자료는 95개 지진에서 축출한 347개의 P파와 PKP파로 실시되었다. 역산된 상부 맨틀의 속도 구조는 남 셔틀랜드 군도의 북쪽에서 빠르고 브랜스필드 스트레이 지역에서는 느린 속도 구조를 보여주고 있다.

• 복식문화연구
• /
• 제21권1호
• /
• pp.139-150
• /
• 2013

Fast fashion companies have generated enormous amounts of clothing and large quantities of unsold or short-lived clothing end up in the landfill. As if to counter fast fashion, sustainable fashion has arisen for environmentally friendly garments at different levels from the fiber stage to production stage. However it is still fraught with uncertainty of systems in the industry. Therefore, this study proposed a system to create re-valued clothing from recycled garments for retailers. The target companies are large-sized retailers like Levi's, Polo, Gap, or J-Crew which are consistently producing basic items such as Levi's 501 or Classic Polo shirts with middle-prices. At the material stage, this study recommended additional requirements of designing a garment with a long life cycle based on criteria of an ideal garment developed by Patagonia clothing company. Then, this study explored innovative ways that retailers might connect with consumers to allow direct interaction between them in terms of the process of collecting used clothes. Using recycled clothing as a source material, this study strove to offer a process of redesign where the concept of 'waste to fashion' is developed as reconstructions where old forms are transformed into new ones.