Development of Fashion Faux Fur Using 3-Dimensional Embroidery Technique for Russian, Chinese Premium Markets

서지정보

· 발행기관 : 한국디자인학회
· 수록지 정보 : 디자인학연구 / 27권 / 3호 / 89 ~ 111페이지
· 저자명 : 김현주

초록

Background Despite of the economic downturn in developed countries, thedemands of emerging markets are expected to grow continuously with theincrease of consumers' demands for luxury fashion products in global emergingmarkets. In particular, it is as foreseen that the purchasing power of wealthywill be strengthened despite the protracted downturn, and the consumption ofthe wealthy in emerging countries will be the driving force of high-end markets.
Accordingly, the development of premium fashion product designs can be said tobe the strategic gateway to achieving success in global markets. Thus, this studyfocuses on the development of design products for the emerging fashion marketsand the world's two largest consumers of fur - Russia and China.
Methods In this study, literature reviews were conducted in order to identifythe trends of target countries and global fashion fur markets.
The primary literature reviews were based on the study of dissertations focusedon the topic of fur fashion and fur markets. Secondary studies on global marketsand trends were based on the analysis of market reports by KOTRA and otherdomestic and foreign economic research institutes and researchers. Also, in-depthinterviews and surveys for local buyers were carried out along with an analyticalreview of the world's top four fashion week collections.
Thus, based on the findings of the studies, target markets and the direction ofitem development were selected for design results. Based on the results above,the target market and target consumer were set, the items to be developed anddirection were determined, and design development was then conducted.
Results Based on the findings of the primary and secondary literaturereviews, it was found that Russia is one of the largest emerging fashion marketsknown as the bridgehead for advancing into Eastern Europe where Westernapparel makers and buyers gather despite the global recession. It was also foundthat China is the world's largest fur importer. The purchasing power of theseemerging consumers is beyond imagination and is not affected by economicsituations. Thus, the ultimate goal of the study was to develop differentiatedpremium fashion faux fur products which can be easily exported. Aiming topreempt the China and Hong Kong market, the world's top fur market, andadvance into Russia, the bridgehead of the Eastern European market and theworld's second-largest fur market, a total of 10 kinds (eight vests, two mufflers)ofluxury fashion faux fur products using 3-dimensional embroidery techniques weredeveloped.
Conclusion Fashion faux fur is considered as a "Blue Ocean" in the fashionindustry and therefore, if design development and production lead to exportand the quantity is expanded, it is expected not only to create jobs in the relatedindustry but to be the best breakthrough to end the recent stagnation in Korea'sfashion industry. Through this study, the revitalization and improvement of futureresearch and design strategies that can cope with the ever-changing global furapparelmarkets are expected.

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