패션 브랜드의 그린 마케팅과 에코 디자인

Rapid industrialization has brought about the acceleration of 3M: mass production, mass sales, and mass consumption. This phenomenon is also found in today’s fashion brand as well which is often referred to as fast fashion. Our concern for environmental pollution or natural disasters like global warming and reflective view about urbanization or industrialization have let us yearn for slow life and eco-friendly goods and also turn our interest to sustainable design. As a matter of fact, world’s notable SPA brands such as H&M and Uniclo use eco-friendly materials and practice green marketing so as to satisfy customer needs, enhance their corporate image, and remove the stigma as fast fashion at the same time. Nowadays, Korea, too, has more and more companies making use of eco-friendly materials including those for children’s wear. In particular, as eco-friendly fashion has been noticed as mega-trend, a number of apparel brands also begin to release organic items. Therefore, considering these circumstances, this study can conclude that it will be meaningful to investigate the actual status of fashion brand’s green marketing & eco design and the trend of local fashion brand’s green marketing. The study contents include three parts: firstly, it will try to understand fashion brand’s green marketing concept; secondly, it will consider the eco design in the fashion parts; thirdly, it will research the practice type of advanced fashion brand’s green marketing strategies; and fourthly, it will diagnose the trend of local fashion brand’s green marketing and its substantial problems and thereby establish a chance to grope for methodology to improve local fashion brand’s green marketing.