Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Characteristics of a Fashion Brand's Entry into the Pet Fashion Industry

패션 브랜드의 반려견 패션산업 진출 사례의 특성 고찰

  • Lee, Goeun (Dept. of Clothing & Textiles, Chungbuk National University) ;
  • Kang, Bo Kyung (Dept. of Human Ecology/Interdisciplinary Program in Sustainable Living System, Korea University Graduate School) ;
  • Lee, Hana (BK21 FOUR R&E Center for Sustainable Living System, Korea University)
  • 이고은 (충북대학교 의류학과) ;
  • 강보경 (고려대학교 대학원 생활과학과/지속가능생활시스템융합전공) ;
  • 이하나 (고려대학교 BK21지속가능생활시스템교육연구단)
  • Received : 2021.07.19
  • Accepted : 2021.08.31
  • Published : 2021.08.31
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Abstract

This case study investigates fashion brands that have entered the pet fashion market. A total of 25 cases were identified and analyzed from three perspectives: 1) product types, size systems, prices, 2) design aspects, fabrics, patterns, styles, and 3) marketing strategies. The study results are as follows. First, the product types of pet fashion are not diverse, and only the sizes of small dogs can be found. However, there is a significant price difference between brands. Second, knitted fabrics with good elasticity are mainly used for pet fashion products, and patterns incorporating their brands are extremely common. The style is casual and sporty. Third, marketing strategies should include a new line within a brand or launch a single specialized brand as a one-shot test for consumer reaction. Additionally, it has been expanded and presented as a family look to meet the needs of the petfam. Further, existing fashion brands and retail-based brands select diverse small-scale dog fashion product brands and expand their operation as a dog lifestyle total selectional shop. Therefore, brands entering the future should consider strategies such as size segmentation, product diversification, and premium price of high-quality materials that help market products such as the expansion or promotion of existing brands.

Keywords

References

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