Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Fashion Communication Methodology to Build Fashion Brand Identity

패션 브랜드 아이덴티티 구축을 위한 패션 커뮤니케이션 방법론 연구

  • Seungmin Koh (Dept. of Design & Craft, Fashion Design, Hongik University) ;
  • Jinyoung Kim (Dept. of Textile Art.Fashion Design, Hongik University)
  • 고승민 (홍익대학교, 디자인 공예학과, 패션디자인과) ;
  • 김진영 (홍익대학교, 섬유미술 패션디자인과)
  • Received : 2023.12.29
  • Accepted : 2024.02.21
  • Published : 2024.02.28
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Abstract

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

Keywords

References

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