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글로벌화 전략 제안을 위한 국내 패션 브랜드의 분류체계에 관한 연구
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  • 글로벌화 전략 제안을 위한 국내 패션 브랜드의 분류체계에 관한 연구
저자명
추호정,최미영,Choo. Ho-Jung,Choi. Mi-Young
간행물명
한국의류산업학회지
권/호정보
2007년|9권 5호|pp.516-527 (12 pages)
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한국의류산업학회
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이 논문은 한국과학기술정보연구원과 논문 연계를 통해 무료로 제공되는 원문입니다.
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기타언어초록

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.