KOREASCHOLAR

SAFE AND SOUND! DEVELOPING A MAREKTING STRATEGY FOR SUSTAINABILITY-MINDED WORKWEAR BRANDS

Hyunjeong Koo, Jihye Yu, Eunju Ko
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423118
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.1046
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study focuses on critical brands, design, and material functionality in contemporary golf, workwear, and outdoor clothing. The research employs a detailed case study approach, analyzing product characteristics to gauge current industry trends and predict future trajectories in functional clothing. The results reveal an industry-wide adoption of advanced materials and ergonomic design features to enhance performance, comfort, safety, sustainability and durability. A noticeable shift towards sustainability, versatility, and adaptability is also identified as a growing consumer expectation. In conclusion, the study offers an all-encompassing view of the functional apparel market, potential future trends, and concrete applications for enhancing the Korean civil defense uniform.

Author
  • Hyunjeong Koo(Yonsei University, Republic of Korea)
  • Jihye Yu(Yonsei University, Republic of Korea)
  • Eunju Ko(Yonsei University, Republic of Korea)