패션브랜드의 마케팅 전략에 관한 연구 -영국, 프랑스, 이탈리아 럭셔리 패션브랜드를 중심으로

• Published in: 한국의류산업학회지 Vol. 9; no. 2; pp. 211 - 220
• Main Authors: 박광희, Kwang Hee Park, 이해연, Hae Yun Lee
• Format: Journal Article
• Language: Korean
• Published: 한국의류산업학회 30.04.2007
• Subjects: brand image; brand strategy; Luxury fashion brand; marketing strategy; 생활과학
• ISSN: 1229-2060; 2287-5743

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Ital-ian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of traditionand are also members of the Walpole, Comit Colbert, and Altagamma. The common marketing strategies of the luxuryfashion brands were; the renewals in the product concept which harmonized traditional elements with modern elementswhich are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scaleof advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of dis-tribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneousrenewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuousinvestment in renewal strategies is a key to the sucess of luxury fashion brand renewals.luxury fashion brand, marketing strategy, brand strategy, brand image 1. . . KCI Citation Count: 9