현대패션에 나타난 친환경 디자인과 친환경 마케팅경향에 관한 연구

Abstract

This study discussed the characteristics of environment-friendly design and marketing as shown in our contemporary fashions. The findings were as follows : First, naturalism is often characterized mainly by natural and cozy silhouette, color is the ecology color in the nature like sea, forest, sky, earth, and natural materials are much favored that have keyword of ecology, the concept of secondary skin. Primitivism is characterized mainly by introducing unbound creation and return to nature into folk costumes, ethnic inherent colors, fabrics, patterns, accessories and the like so that it could find out certain original values from primitive and native images. On the other hand, recyclism came to underscore moral values like healthcare and environmental conservation beyond material aspects of abundance in life. In such context, there have been a series of exhibitions that displayed reusable knit works, patchwork-like styles and grunge looks.Secondly, In the aspect of products, it was also remarkable that environment- friendly goods that could help improve natural resource conservation, consumers' healthcare, recycling and reuse, reparability, endurance and safety even in incineration have been popularized into all fields including women's and men's costumes, casual and sundries as well as sportswear, which is deeply associated with well-being industry. Finally, in the aspect of marketing strategy, it was found that many companies focused on expressing environmental effects of product or their own environment-friendliness and thereby making clear the image of company fully committed to the responsibility for environmental conservation.