한국 패션산업과 패션이벤트의 상관관계에 관한 연구

Abstract

Fashion, reflecting culture of the time and sometimes guiding it, is a part of our life. Clothing industry, affected by fashion trends, is a core of fashion industries. Therefore, fashion firms concentrate their efforts on development of goods satisfying consumers' desires, and on development of marketing program. However, since 1990s, consumers' life style has been greatly changed by the following reasons: the advent of globalization following the opening of circulating market, severe economic crisis caused by IMF, and beginning of information era originated in development of diverse multimedia. To correspond to changes of these social circumstances, domestic circulation structure of fashion industries has been also changed. Fashion related-companies started to focus their attentions on activities of fashion marketing, such as the establishment of fashion special shops, the creation of new circulation fashion mall (eg. Migliore), and the promotion of fashion shows. In this process, event has played an important role in fashion industries as a new strategy for fashion sales. Event is in purpose of making good image of goods and strengthening the tie with consumers. Activities of fashion marketing such as launching of fashion mall and holding fashion show are events, an important communication tool for fashion sales. Event, communicating producer with consumer, is also a new media appearing with changes of life style, improvement of income level, and socio-economic changes. However, current status regarding event is that consumers don't think event as more than mere splendid show. Although event was thought at initial stages as a new cultural alternative by N generation, now it is nothing but one sided performance focused on dance due to the lack of strategy-planning. Therefore, it is urgent to find out fundamental problems and to plan new strategies based on mutual communication between producers and consumers, by Market Oriented Event (MOE) where consumers take a center place, because increase of sales by direct mail or sales by internet has newly shown a new tendency of fashion circulation to consumers. Also it is strongly needed to study the role of event more deeply and more systematically because the role of event would be more important for the future. Event is a great solution to restore depressed fashion industries. The study of event methods as a market-oriented conception will make a contribution in development of fashion industries.