The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Analysis of fashion support program managers' experience for vitalizing emerging fashion designer brands in Korea

한국 신진 패션디자이너 브랜드 활성화를 위한 패션 지원 사업 담당자의 경험 분석

  • Jeong Kyung Shin (Dept. of Human Ecology & Interdisciplinary Program in Sustainable Living System, Fashion Design, Korea University) ;
  • Yhe Young Lee (Dept. of Home Economics Education, Korea University)
  • 신정경 (고려대학교 생활과학과 패션디자인/지속가능생활시스템융합전공) ;
  • 이예영 (고려대학교 가정교육과)
  • Received : 2025.07.09
  • Accepted : 2025.08.05
  • Published : 2025.08.31
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Abstract

The aim of this study is to enhance understanding of government and association-led fashion support programs through in-depth interviews with program managers, identifying areas for improvement. A phenomenological approach, which explores the essence of a particular phenomenon as it manifests in human life to obtain an in-depth understanding of how individuals who have experienced the phenomenon perceive it and its meanings, is adopted. Evaluation criteria for receipt of supports included qualitative factors such as design, branding, product viability, market potential, and completeness, assessed by a panel of academics, buyers, stylists, media critics, distribution experts, press personnel, and designers. Some support programs provided stage-specific assistance based on revenue or business duration, while others required brands at vastly different stages-for example, in their fifth year or over twenty years since launch-to compete within the same program. Challenges faced by designer brands included limited budgets, timing constraints, poor inter-agency communication, and administrative burdens. Suggested improvements involved engaging fashion industry experts in policy planning, integrating export data from overseas production, simplifying documentation, revising regulations, fostering cross-industry collaboration, and establishing fashion venture funds to support competitive brands and accelerate growth. Future plans include expanding support through cultural content and material innovation to boost global recognition of Korean fashion brands. Findings indicate that strategies for vitalizing emerging Korean fashion designers include cross-industry collaboration, expert-led policy development, securing specialized investment funds, and elevating Seoul Fashion Week's significance as a global platform to increase brand visibility and facilitate domestic and international orders.

Keywords

References

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