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논문검색

로하스 트렌드를 반영한 브랜드의 마케팅 전략

원문정보

Brand Marketing Strategy Reflecting LOHAS Trend

박은경

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초록

영어

The purpose of this research is to investigate what implications there are in value changes of consumers who put their focuses on LOHAS lifestyle, which has been emerged throughout the world in recent days in conjunction with business enterprises and their brand activities. Also, this research aims to examine the cases of brand design at national and abroad where LOHAS trend has been reflected, and marketing strategy as well. As the new environmentally friendly lifestyle trend continues, well-being became to put more emphasis on the quality of internal life as well as the comfort in life as seen from outside. In LOHAS, the environment refers to the natural environment of earth for the destiny of earth, life of human being and sustainable development, which has an educational purpose to emphasize the spiritual and emotional lifestyle. In the sense it pursues the environmentally friendly products and elements throughout the society and culture, LOHAS is a futuristic trend and a part of the effort to create the ideal environment where the earth and human being can coexist. Therefore, it is expected that the LOHAS trend and the brand marketing strategy based upon it that pursue the preservation of the health and environmental awareness, and will continue to seek for a more variety of means.

목차

Abstract
 I. 서 론
 II. 로하스의 배경
  1. 로하스의 의미
  2. 로하스 마켓
  3. 로하스의 마케팅적 의미
  4. 로하스가 패션 산업에 미친 영향
 III. 브랜드에 적용된 로하스 마케팅 사례
 IV. 결론 및 제언
 참고문헌

저자정보

  • 박은경 Park, Eun Kyung. 덕성여자대학교 의상디자인전공 강사(Lecturer, Dept. of Fashion Design, Duksung Woman's University)

참고문헌

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