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

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/423118
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

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.

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