earticle

영어

In a global economic context of unlimited competition, the foremost chalenge of Korean companies is maximizing added value through not a production-oriented but a brand-oriented mind, and the ropose a road map to creating global luxury brands in Korea by analyzing the innovative management of international luxury fashion brands which posess both brand power and high added value. To do so, first, the curent status of the imported luxury market in Korea was evaluated based on existingof managers working for imported luxury brands and of related specialists were collected in order to analyze the management strategies of imported luxury brands. Based on these research results, the main conditions required for creating a luxury brand could be established. The findings of the study arious strategies in common, although clearly diferentiated between the brands in the actual content, namely (1) harmonizing tradition and innovation based on creativity, (2) pursuing excellence in quality and design through craftsmanship, (3) establishing a consistent brand image and identity, (4) strictlimplementing strong and diferentiated VIP marketing actions, and (6) applying a flexible management system. The road map which has been drawn based on the results of the study wil be a useful supporting tool for Korean fashion companies in their endeavor to enter and suced in the high nto the globalization of the Korean design industry as well as its ability to create high added value, and ultimately contribute to reinforcing the cultural identity, awarenes, and competitivity of the nation.