Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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A Systematic Literature Review on Sustainable Fashion Communication through Omnichannel Marketing: Focusing on the Luxury Fashion Industry

옴니채널 마케팅을 통한 지속 가능 패션 커뮤니케이션에 대한 체계적 문헌연구: 럭셔리 패션 산업을 중심으로

  • Duan Xinyi (Department of Fashion Design, Sejong University) ;
  • You Jung Lee (Department of Luxury Brand Design Convergence, Sejong University) ;
  • Jae Yoon Chung (Department of Fashion Design, Art & Luxury Research Institute, Sejong University)
  • ;
  • 이유정 (세종대학교 럭셔리 브랜드 디자인 융합 전공) ;
  • 정재윤 (세종대학교 패션디자인학과, 아트 앤 럭셔리 연구소)
  • Received : 2025.08.06
  • Accepted : 2025.09.01
  • Published : 2025.09.30
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Abstract

With the acceleration of sustainable fashion and digital transformation, omnichannel marketing has emerged as a key strategy for enhancing the efficiency and impact of sustainable communication, attracting increasing attention from both academia and industry. Luxury fashion, in particular, due to its high added value and cultural influence, plays a central role in leading consumer trends and driving sustainable transformation. This study systematically reviews existing literature on omnichannel marketing and sustainable communication within luxury brands, aiming to analyze key research trends, limitations, and future directions. Based on 39 studies retrieved from the Web of Science and Scopus databases, the findings are as follows. First, most research focuses on sustainable practices in supply chain management, product design, and marketing communication. Second, in terms of communication strategies, luxury brands integrate circular economy models-such as rental and resale-with online and offline services to strengthen consumer engagement and brand responsibility. Third, thematic analysis reveals that digital channels, physical channels, and online-offline integration are core themes, with user experience and message consistency under the omnichannel framework becoming emerging focal points. However, despite growing interest, there remains a lack of systematic exploration of how luxury brands ensure consistent sustainable messaging across channels to guide behavioral change. Future studies may address strategies for cross-channel content consistency, the effectiveness of intercultural communication approaches, and consumer-oriented sustainable storytelling. This study offers a comprehensive synthesis of current research boundaries and core issues, providing a solid theoretical foundation for future academic and practical advancements in luxury fashion's omnichannel sustainable communication.

Keywords

References

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