패션산업에서의 코즈 마케팅
Cause Marketing in the Fashion Industry
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The purpose of this study was to examine types and cases of cause marketing in the fashion industry. The major findings of the study were as follows: First, this type of marketing involves a company making a donation to a philanthropic or non-profit organization in relation to the area of their common interest. There is a growing trend of consumers purchasing cause-related products and services, and this is why corporations are making use of donation as a medium to link their own organizations or products and customers. Second, many companies are forming partnerships with other institutions to perform joint branding activities in association with particular social issues. They may make an alliance with NGOs or public utilities that have nothing to do with their own business, or they may establish their own charitable institution with which they can pursue branding activities. Alternatively, they may enter into an alliance with other companies to inform people in general of their efforts for social participation and to boost the ripple effects of their campaigns or messages. Third, the aim of a public service ad is to raise awareness among the public of a specific social issue, in order to pursue improvements in public health, safety, the environment or social welfare, and to this end, companies have conducted campaigns that could accelerate behavioral changes. Fourth, this marketing method is far more efficient than general marketing methods in terms of cost, while also having the benefit of producing lasting after-effects. It is considered that cause marketing is one of the integral factors that enables a company to maintain its reputation for an extended period of time. Fifth, corporate cause marketing is definitely one of the feasible alternatives to put futuristic social marketing into practice, as the concept of social marketing, which seeks both consumer satisfaction and social welfare, is increasingly being stressed.
Abstract
The purpose of this study was to examine types and cases of cause marketing in the fashion industry. The major findings of the study were as follows: First, this type of marketing involves a company making a donation to a philanthropic or non-profit organization in relation to the area of their common interest. There is a growing trend of consumers purchasing cause-related products and services, and this is why corporations are making use of donation as a medium to link their own organizations or products and customers. Second, many companies are forming partnerships with other institutions to perform joint branding activities in association with particular social issues. They may make an alliance with NGOs or public utilities that have nothing to do with their own business, or they may establish their own charitable institution with which they can pursue branding activities. Alternatively, they may enter into an alliance with other companies to inform people in general of their efforts for social participation and to boost the ripple effects of their campaigns or messages. Third, the aim of a public service ad is to raise awareness among the public of a specific social issue, in order to pursue improvements in public health, safety, the environment or social welfare, and to this end, companies have conducted campaigns that could accelerate behavioral changes. Fourth, this marketing method is far more efficient than general marketing methods in terms of cost, while also having the benefit of producing lasting after-effects. It is considered that cause marketing is one of the integral factors that enables a company to maintain its reputation for an extended period of time. Fifth, corporate cause marketing is definitely one of the feasible alternatives to put futuristic social marketing into practice, as the concept of social marketing, which seeks both consumer satisfaction and social welfare, is increasingly being stressed.
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