• The Korean Fashion and Textile Research Journal
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• v.26 no.4
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• pp.366-379
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• 2024

The environmental and ethical concerns raised by the fashion industry have highlighted the need for sustainable fashion. Consequently, upcycling production methods have attracted considerable attention as alternative solutions. This study examines the effect of upcycling fashion brand image on brand equity, which further influences behavioral intentions, and investigates how the relationship between brand image and brand equity differs according to the acceptance of green peer influence. The study collected and analyzed 432 survey responses. Functional, symbolic, and hedonic brand images, which are all subdimensions of upcycling fashion brand image, were found to have a positive impact on brand equity. However, CSR (Corporate Social Responsibility) brand image did not exhibit a significant effect on brand equity. The study also found that the effect of CSR brand image on brand equity was significantly higher for the high green peer influence group than for the low green peer influence group, with only the high green peer influence group having statistical significance. This study suggests certain theoretical implications to applying brand equity theory in the upcycling fashion brand context and certain practical implications to building upcycling fashion branding strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.95-111
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• 2019

This study is the 2nd report following "A Study on the Characteristics of Material in the Korean Up-cycling Fashion Brands (Part I)" that handled the development of upcycling props using the characteristics of upcycling material. The 2nd report analyzed product types and materials focusing on 21 foreign upcycling fashion brands. It analyzed the characteristics of upcycling fashion materials using the case analysis of coffee bean bag and waste denim based on external characteristics and internal characteristics. We then classified the external characteristics into environment/economic feasibility and availability/mixture and the internal characteristics into historicality/story and originality/scarcity. Five bags were designed and produced for the actual commercialization of fashion products based on such characteristics of materials, with the use of coffee bean bags and waste denim as upcycling materials. This study is differentiated from existing research by its suggestions for the utilization of fashion product upcycling coffee bean bags and waste denim. Also, upcycling fashion products could be competitive products in eco-friendliness and originality that can be a driving force for the sustainable development of fashion industry through the differentiation of existing fashion products.

• Journal of the Korean Society of Costume
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• v.64 no.8
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• pp.138-154
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• 2014

The purpose of this study was to propose up-cycling fashion designs, based on guidelines derived from up-cycling fashion brand products and their required elements of the design. The study thus categorized required elements into environment, significance, economy, function, design, and material, then extracted a set of design guidelines. The guidelines for waste resource-based up-cycling fashion design include the followings: First, authenticity, taking mutual environmental relations into account. Second, rarity of products beyond the domain of standardized ready-made goods thanks to manual operation. Third, storytelling, reflecting the consumer history. Fourth, sustainability to signify the circulation of matters. Fifth, experimental characteristic to fulfill creative innovation. Sixth, changeability through interactions with wearers. The investigator decided design concepts based on them and created up-cycling design works with waste plastic bags, shirts, stockings, neckties, outdoor mats, and backpacks in a variety of formative expressive techniques.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.3
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• pp.169-184
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• 2022

This study aims to discuss sustainable fashion trends and sustainable design directions that fashion companies are practicing with ESG in the post-corona new normal era. As a research method, this study examined sustainable fashion trends and ESG practices through empirical case studies focusing on each fashion brand's website, including previous research and literature research, using materials such as newspapers and magazines. As for ESG practice plans, they were divided into four categories: technology orientation, design orientation, consumption orientation, and social value pursuit orientation. The sustainable fashion trends were also divided into four categories. First, the trend exhibits cyclical sustainability using pro-environmental materials, such as pro-environmental fibers, recycled fibers, biodegradable fibers. Second, high sensitivity and rare value sustainability were shown using reuse and upcycling. Third, consumption-oriented trends were promoted through slow fashion. Fourth, in order to realize eco-friendly sustainable fashion and ESG as practical ways to pursue social values, there is a trend of integrating sustainability through changes in perception considering people, society, and the environment. Beyond spreading concern about value consumption trends and the environment, it presents a direction for future industries concerning core values with social roles, responsibility, and ethical awareness from various perspectives.

• Journal of Fashion Business
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• v.23 no.6
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• pp.86-100
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• 2019

This study analyzed the characteristics of vegan fashion produced by H&M and ZARA with respect to materials, design, development, production, and marketing to create social value. The results of this study are significant because they can be used as a reference to develop a vegan fashion market. Regarding the research method, this study assessed the concept and status of veganism through a literature review and examined vegan fashion case studies by analyzing official websites and media content. The study's scope covers the period from 2005, when H&M was the first SPA brand to create a vegan product line, until 2019. The characteristics of Global SPA's vegan fashion were as follows. Regarding materials, alternative materials were developed and an expanded use of organic materials was implemented. Regarding design, development was achieved through design collaboration and upcycling. In terms of production, an animal welfare policy was adopted and a sustainable supply chain was established. Marketing employed a campaign aimed at encouraging increased consumer participation. The findings regarding the social value of H&M and Zara's vegan fashion were as follows. First, a cyclical economy was realized through circular recycling in the entire process of resource selection, production, and waste disposal. Second, because product consumption indicated the importance of ethical consumption and sustainable consumer participation, corporate financial activities were created based on shared values to accomplish the social outcome. Third, collaborations with luxury brands or vegan fashion designers built a collaborative ecosystem in which vegan fashions were released and consumer participation campaigns were implemented.

• The Research Journal of the Costume Culture
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• v.27 no.1
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• pp.64-71
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• 2019

Climate change and global warming are the biggest challenges of the current generation. Every industry has contributed to the climate change and global warming. Even the apparel industry cannot avoid the criticism regarding fast fashion and its contribution to the pollution. The transition to the decarbonized economy is in progress. All aspects of business functions are influenced by climate change. Sustainable development and climate change are closely linked, and business plays the key role in addressing and finding solutions to the challenges of climate change. Luxury brands are the trendsetters and tastemakers. They are the leaders in the fashion industry and therefore responsible for improving on sustainability as well. Even luxury business cannot avoid environmental issues. The relation between luxury and sustainability is explored with the Burberry case based on the Triple Bottom Line (TBL) framework. There are various ways for luxury brands to excel in sustainability and affect other companies' practices. The companies can incorporate the concept of sustainability in their brand stories as part of the branding process. They can also improve demand planning accuracy and produce upcycled goods. Centering on Burberry's case, this paper aims to explore the current sustainable practices of luxury business along with its future direction toward sustainable development. Its contribution and directions for both researchers and business practitioners are discussed.