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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.23 no.3, 2015년, pp.468 - 483
Fast fashion brand marketers should develop marketing strategies that effectively satisfy the values consumers seek when purchasing fast fashion brands. This study aimed to identify the consumption value factors of fast fashion brands and to reveal the value factors that influence attitudes toward p...
핵심어 | 질문 | 논문에서 추출한 답변 |
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패스트 패션이란? | 패스트 패션은 급속하게 변화하는 패션산업에서 효과적인 전략 중에 하나이다(Choi et al., 2010). | |
Byun and Sternquist는 패스트 패션을 무엇이라고 하였는가? | , 2010). 패스트 패션에 대하여 Byun and Sternquist(2008)는 ‘빠른 속도로 제품을 회전시키고 짧은 리뉴얼 사이클로 제품을 자주 업데이트함으로써 최신 패션 트렌드에 반응하기 위한 마케팅 접근’이라고 하였다. 그래서 패스트 패션 브랜드는 안정적인 사내 디자이너를 고용하여서 더 눈길을 사로잡는 디자인, 더 트랜디한 잇(it) 패션을 제시함으로써 소비자로 하여금 연말 세일까지 기다리기 보다는 정가로 당장 구매하도록 한다(Joy et al. | |
패스트 패션 브랜드는 트렌드를 즉각 반영하고 다품종 소량생산을 기본으로 하는 것 외에 어떤 운영방식을 취하는가? | 패스트 패션 브랜드는 빠르게 변화하는 트렌드를 즉각적으로 반영한 제품을 적시에 제공할 뿐 아니라, 소량 다품종소량생산을 기본으로 한다(Park, 2013). 이 외에도 운영에서의 소멸성, 생산에서의 희소성, 낮은 가격, 만족스러운 품질로 인해 소비자에게 부담 없이 적정 품질의 최신 트렌드를 반영한 소수만을 위한 제품을 구매 가능하게 한다(Park, 2013). 이상과 같이 패스트 패션 브랜드는 패션에 대한 소비자의 다양한 가치를 만족시키기 위해 모든 전략을 동원하고 있다. |
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