팬데믹 시대의 럭셔리 패션 브랜드의 지속가능경영 연구

국문 초록 (Abstract)

본 연구는 전 세계의 위기로 다가온 팬데믹 시대에 오랜 기간 존속하는 패션 브랜드들의 브랜드 유지전략을 살펴보기 위하여 시작되었다.
본 연구의 목적은 코로나-19 사례 연구를 통하여 명품 패션 브랜드가 사용하는 5가지 지속가능경영 전략을 살펴보는 것이다. 따라서 본 논문은 문헌 검토와 사례연구 방법으로 채택하고, 8가지 글로벌 럭셔리 패션 브랜드 Louis Vuitton, Dior, Chanel, Hermes, Gucci, Prada, Fendi, Ferragamo를 선정하여 연구를 이행하였다.
연구결과 및 내용은 다음과 같다.
첫째, 코로나 팬데믹 시대의 명품 패션 브랜드가 언텍트 시스템으로 변경하였다.
둘째, 지역 사회 경제에 기여하는 활동에 주력하는 것으로 나타났다.
셋째, COVID-19와 관련된 사회 공헌활동을 실시하였다. 럭셔리 패션 브랜드들은 COVID-19로 인해 어려움에 처한 장인을 돕기 위해 문화적 지속 가능경영 활동을 보여주었다.
넷째, 팬데믹에 관계없이 장기적인 목표로 환경적 지속가능경영을 수행하였다.
이러한 연구결과를 바탕으로 한국 패션 브랜드에 적용된다면 한국 패션 브랜드는 언택트 시스템을 통해 브랜드를 유지하고 지역 사회발전에 기여할 수 있을 것이다. 그리고 친환경 브랜드 이미지, 사회공헌브랜드 이미지, 브랜드의 문화적 가치를 구축이 가능할 것이다. 더 나아가 글로벌 사회의 잠재적 리스크에 대비한 글로벌 패션 브랜드 준비도 기대한다.

다국어 초록 (Multilingual Abstract)

This study was initiated to examine the brand maintenance strategies of fashion brands that have persisted for a long time in the era of panic, which is approaching a global crisis.
The purpose of this study is to examine five sustainability management strategies used by luxury fashion brands through the case study of the COVID-19 era. Therefore, this paper was adopted as a literature review and case study method, and the study was conducted by selecting eight global luxury fashion brands: Louis Vuitton, Dior, Chanel, Hermes, Gucci, Prada, Fendi, Ferragamo.
The research results and contents are as follows.
First, the luxury fashion brand in the era of the Pandemic was changed to the Untect system.
Second, it was found to focus on activities that contribute to the local society economy.
Third, social contribution activities related to COVID-19 were carried out.
Fourth, Luxury fashion brands showed cultural sustainability management activities to help craftsmen who are in trouble due to COVID-19.
Fifth, regardless of the pandemic, environmental sustainability management was carried out as a long-term goal.
Based on these research results, if applied to Korean fashion brands, Korean fashion brands will be able to maintain their brands and contribute to the development of local communities through the Untect system. And it will be possible to build an eco-friendly brand image, social contribution brand image, and cultural value of the brand. Furthermore, it is expected that it will be a global fashion brand to prepare for potential risks in the global society.

목차 (Table of Contents)

• Abstract
• 국문초록
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 럭셔리 패션 브랜드의 지속가능경영 사례 및 전략 분석
• Ⅴ. 결론 및 제언
• References

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