패션 브랜드확장 전략에 관한 연구

A Study on Fashion Brand Extension Strategy

In the field of uncertain and risky fashion business, there has been an increased attention on brand marketing strategy. At this time, brand extension is an obious strategy for firm’s growth. Brand extension strategy involves a company use of an established brand name of a product to enter new product categories. The use of established brand name can substantially reduce introdutory market expense and enhance prospects of success by helping gain retailers and consumer acceptance. The purposes of this study are to incoporate previous research findings into a frame-work for brand extensions and to suggest directions for future research on brand extension in the area of fashion marketing. From previous researches, two main factors are identified in the framework for brand extensions. First, it appears similarity or perceived fit between original and extended product categories based on categorization theory. Generally, brand extensions are successful when consumers perceive a high degree of similarity or perceived fit between original and extended product categories. Second, a set of factor on determining the effects of brand extension is identified: characteristics of the original brand, consumer’s characteristics and product knowledge and characteristics of extension product market. Five directions for future researches in the area of fashion marketing are suggested as follows. 1. Researches on brand extensions will be applicable to the fasion marketplace because fashion products or classes can be categorized in terms of a product companion or a complementary product. 2. It will examine how to improve similarity or perceived fit between original and extended product category for efficiency of fashion brand extension strategy. 3. It will explore brand extension strategy in the case of that the original brand is less established to consumers in the face of changeable fashion market. 4. It is expected to compare brand extension with multi-brand strategy which is commonly capitalized in the Korean fashion marketplace in the light of marketing effects. 5. In the research on product evaluation or evaluative criteria, fashion brand image will be paid attention as an information cue based on categorization theory.