한국과 이태리의 국가 및 지역 기반 섬유？패션 브랜드 전략 비교
Comparison of Textile & Fashion Brand Strategies Implemented by Textile Industries in Korea and Italy
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The purpose of this paper is to compare and analyze the national brand strategies between Korea and Italy and the ragional brand strategies between Jinju in Korea and Como in Italy. The study is conducted via periodicals and publication of related institutions, reports of various newspapers and academic journals, and interviews of Jinju Silk Research Institution and Tessile di Como. This study then examines the implication of the success of Italian national and regional brands to the Korean textile products and the adoptability of Italian brand strategies for Korean textile brand. Our findings suggest that the Italian brands have been successfully developed in terms of product quality and brand marketing based on their traditional products. The findings also indicate that the Korean traditional textile products have the potential to be the world wide products but lack the consistand brand strategies supported by the central government as well as the regional government. This paper further suggests that it is necessary to study the development of brand strategy based on the traditional textile products and its implimentation.
Abstract
The purpose of this paper is to compare and analyze the national brand strategies between Korea and Italy and the ragional brand strategies between Jinju in Korea and Como in Italy. The study is conducted via periodicals and publication of related institutions, reports of various newspapers and academic journals, and interviews of Jinju Silk Research Institution and Tessile di Como. This study then examines the implication of the success of Italian national and regional brands to the Korean textile products and the adoptability of Italian brand strategies for Korean textile brand. Our findings suggest that the Italian brands have been successfully developed in terms of product quality and brand marketing based on their traditional products. The findings also indicate that the Korean traditional textile products have the potential to be the world wide products but lack the consistand brand strategies supported by the central government as well as the regional government. This paper further suggests that it is necessary to study the development of brand strategy based on the traditional textile products and its implimentation.
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