지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand ``3.1 Phillip Lim`` which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of ``3.1 Phillip Lim``. Three factors found in ``3.1 Phillip Lim``s design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made ``3.1 Phillip Lim`` as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women`s, men`s, kids` apparel to accessory, lingerie and the stable flagship stores. Thus, ``3.1 Phillip Lim`` has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it`s differentiated marketing strategy targeting New York`s market, which prefers popular ``luxury contemporary brand`s rather than high-end luxury brands, this brand`s creativity and commercial aspects contributed to make ``3.1 Phillip Lim`` into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.
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UCI(KEPA) : I410-ECN-0101-2017-381-000743472