성인 기성복 패션한복 브랜드의 스타일 유형에 관한 연구

Abstract

This study aimed to enhance understanding of the current status of the fashion-hanbok market, which has been evolving and expanding in new areas since the 2010s, and to predict the future direction of growth of Hanbok brands. Over the past decade, a qualitative content analysis was conducted on news articles about hanbok brands collected from the Naver, a search engine developed in Korea. Based on the style and price range of the brand products, 112 dominant brands were selected, and a positioning analysis was conducted. The analysis resulted in four significant brand groups in the fashion-hanbok market, and their characteristics were interpreted based on the content analysis. The first group, "high-end designers," provides creative ideas to the fashion-hanbok market. The second group, "casual women's hanbok," is led by star designers and attracts social attention. The third group, "casual men's clothing," is newly formed and expected to create a new market with various designs such as "hip hop," "easy wear," and "formal wear." Finally, the "basic hanbok brands" group is expanding the fashion-hanbok consumer base and market size. The fashion- hanbok trend has gained strength through collaborations with popular culture and is positively influenced by the "Newtro" trend. Many fashion-hanbok brands are using genderless product strategies to secure competitiveness in the narrow target market. To overcome the limitations of offline-based distribution strategies, online and offline select shops dealing with various hanbok brands have been attempted, along with short-term events such as pop-up stores and flea markets. Crowdfunding has also provided valuable sales opportunities for new brands. Changes in communication message strategies have been observed, with messages focusing on "Newtro," "Hip Trend," and "Eco-friendly, Naturalism" appealing to young consumers.