한국 데님 패션산업의 활성화 방안에 대한 연구

Abstract

Thanks to the recent growth in value of denim look, the denim market tends to expand in scope and become diversified. This study aims to examine the change of the currently diversified denim market, identify the potential of the denim fashion industry and present practical ways to vitalize the domestic denim market in the future. After analyzing the history of the denim market comprehensively through various literatures and case studies of brands, and reviewing the current state of the domestic denim market, the study proposed ways to vitalize the domestic denim market in the future in terms of design, quality, price and marketing through survey and SWOT analysis. As a result, as for design, it suggested that denim look comprise more various designs according to materials and consumers’ purchase patterns based on global fashion trends. In terms of quality, it put forward a suggestion to enhance the quality of denim look in line with the development of functional materials and, for price, it suggested that low-price range and high-price range coexist. Lastly, in terms of marketing, it proposed to set up an aggressive marketing strategy to enhance the awareness of denim brands, expand brand volumes through entering overseas market to attract various customers. In conclusion, the Korean denim fashion industry is expected to grow continuously through several factors such as enhanced design ability, development of material‘s technology and experimenting various marketing strategies, and continuous observation and analysis of denim market will ensure the bright future for the Korean denim fashion industry.