KOREASCHOLAR

This study explores the operational challenges of emerging fashion designers in South Korea through in-depth interviews. The findings reveal significant challenges across key components of brand operation: product and image development, production, sales, promotion, and finance. Designers sought to express original narratives through their collections each season but encounter significant obstacles, such as limited production capacity, lack of marketing resources, and financial instability. Small order volumes hinder securing manufacturers, forcing designers to reinvest most revenue into sample development, with little left for labor or growth. Based on these insights, the study proposes three strategies to strengthen designer brand growth. First, it is necessary to ensure the efficient operation of numerous institutions and associations in Korea through systematic and continuous support at each stage of their programs. Each institution and association should independently run their own separate support programs to improve their expertise, optimizing the government’s limited budget. Second, adopting an agency model for emerging fashion designers, similar to entertainment agencies, can be effective. In this model, agency-affiliated celebrities act as muses for clothing lines and merchandise, enhancing sales via strategic promotion and marketing while encouraging mutual growth through revenue sharing. Third, the Korean fashion designer industry’s distribution structure needs reform.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. Definition of emerging fashion designer brands
    2. Prior research on emerging fashion designerbrands
    3. Current status of support programs foremerging fashion designers in South Korea
Ⅲ. Research Method
    1. Phenomenological research in qualitative inquiry
    2. Research participants
    3. In-depth interview guide for emerging fashiondesigners
Ⅳ. Results and Discussion
    1. The origin of a brand
    2. Financial challenges in brand management
    3. Challenges faced by solo entrepreneurs
    4. Challenges in marketing and promotion
    5. Temporary solutions and ongoing challenges
    6. Essential requirements for emerging fashiondesigners
    7. To become a designer brand representingKorea
Ⅴ. Conclusion
References

• Jeong Kyung Shin(Ph. D., Dept. of Human Ecology & Interdisciplinary Program in Sustainable Living System, Fashion Design, Korea University, Korea) | 신정경 (고려대학교 생활과학과 패션디자인, 지속가능생활시스템융합전공 박사)
• Yhe Young Lee(Professor, Dept. of Home Economics Education, Korea University, Korea) | 이 예 영 (고려대학교 가정교육과 교수) Corresponding author