도시재생을 위한 지역브랜드 디자인 프로젝트 기획 연구- 성수 소셜패션 프로젝트를 중심으로 -

Abstract

This research purports to set design methodology standard for planning social fashion brand with local resources and players, and to test pilot projects where local design embraces local identity and sustainable business model is enabled, so as to suggest potentials of urban regeneration by fashion industry. Research was conducted in association with ‘Seongsu Social Fashion Project’. We studied urban regeneration cases utilizing fashion industry infra and current situation, resources of local fashion industry. We planned three pilot projects through administrator-local business-expert cooperation. Design planning, project progress, execution results were summarized to develop local brands. In three projects, local stakeholder’s issues were resolved through cooperation and collaboration and synergy of regeneration resulted. ‘Local“ products were sold by 200% of target. ‘Society’ seeking long-term solutions for local issues received fervent responses from merchants. ‘Public’, a public campaign, strengthened sense sovereignty. Co-branding brought synergy effect in local projects. Regeneration, not development, requires significant time and efforts. Firm volition and continued efforts of administrator, local business, and expert are necessary for local brands to nestle. We hope, expect that urban regeneration settle down in Korea over the long run.