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Ji –,SeonKim(김지선),Seo-RyeongJeong(정서령),Min –,SunAnn(안민선),Won-Jae Seo(서원재) 융합관광콘텐츠학회 2016 융합관광콘텐츠연구 (JCTC) Vol.2 No.2
Today, brand extension is apparent in sport and outdoor apparel industry in Korea. The study was conducted in three stages. First, prior studies were reviewed to produce conceptual insights about brand extension strategy of sport and outdoor apparel brands in Korea. Second, the current situation of domestic sport and outdoor apparel industry was reviewed. In this phase, brand extension strategies of Korean apparel brands were categorized into six types: Sport to outdoor, sport to casual, outdoor to sport, outdoor to casual, casual to outdoor, and casual to sport. Finally, given the literature review, apparel markets were segmented and ideal brand extension strategies were discussed. Directions for future research are discussed