럭셔리 패션 브랜드와 문화적 지속가능성 실천 전략

Abstract

Luxury fashion brands often use cultural or traditional elements from other countries for issue marketing or to gain inspiration from new collections that appeal to consumers from certain cultures. In addition, brands can fulfill their sustainability and social responsibilities by voluntarily sponsoring or participating in activities that inherit traditional cul- ture. Cultural sustainability refers to creative activities that inherit cultures and traditions based on respect for the cultural heritage accumulated from local members. Therefore, this study examined what kind of activities luxury fashion brands are carrying out to ensure cultural sustainability through examples of localization in South Korea, China, and Japan. Then, we discussed the characteristics of cultural sustainability, exploring how each country’s representative cultural elements combine with the dynamic luxury fashion market. This study was conducted as a case study. A total of 51 cases were iden- tified through a Google keyword search. As a result of data collection, cultural elements borrowed by luxury fashion brands for the practice of cultural sustainability, such as buildings in other countries, handicraft and dyeing techniques, symbolic patterns, and local customs, were derived in various ways. Additionally, luxury fashion brands’ sustainability practices were divided into three categories: cultural sales, cultural sponsorship, and cultural experience space. Research can highlight the concepts and values of cultural sustainability, which have not been addressed in depth compared to envi- ronmental or economic sustainability in the fashion sector. Other fashion brands will also be able to participate in valuable actions by referring to specific examples of cultural sustainability practices.