국내스포츠및아웃도어의류산업의브랜드확장전략에대한고찰 :

Study on Sport and Outdoor Apparel Brand Extension: Focusing on Similarity of Product Category and ConsumerInnovativeness

Today, brand extension is apparent in sport and outdoor apparel industry in Korea. The study was conducted in three stages. First, prior studies were reviewed to produce conceptual insights about brand extension strategy of sport and outdoor apparel brands in Korea. Second, the current situation of domestic sport and outdoor apparel industry was reviewed. In this phase, brand extension strategies of Korean apparel brands were categorized into six types: Sport to outdoor, sport to casual, outdoor to sport, outdoor to casual, casual to outdoor, and casual to sport. Finally, given the literature review, apparel markets were segmented and ideal brand extension strategies were discussed. Directions for future research are discussed