팬데믹 시대의 럭셔리 패션 브랜드의 지속가능경영 연구

This study was initiated to examine the brand maintenance strategies of fashion brands that have persisted for a long time in the era of panic, which is approaching a global crisis. The purpose of this study is to examine five sustainability management strategies used by luxury fashion brands through the case study of the COVID-19 era. Therefore, this paper was adopted as a literature review and case study method, and the study was conducted by selecting eight global luxury fashion brands: Louis Vuitton, Dior, Chanel, Hermes, Gucci, Prada, Fendi, Ferragamo. The research results and contents are as follows. First, the luxury fashion brand in the era of the Pandemic was changed to the Untect system. Second, it was found to focus on activities that c ontribute to the local society economy. Third, social contribution activities related to CO VID-19 were carried out. Fourth, Luxury fashion brands showed cultural sustainability management activities to help craftsmen who are in trouble due to COVID-19. Fifth, regardless of the pandemic, environmental sustainability management was carried out as a long -term goal. Based on these research results, if applied to Korean fashion brands, Korean fashion brands will be able to maintain their brands and contribute to the development of local communities through the Untect system. And it will be possible to build an eco-friendly brand image, social contribution brand image, and cultural value of the brand. Furthermore, it is expected that it will be a global fashion brand to prepare for potential risks in the global society.