패션 스타트업 지속가능성 브랜드의 전략 구조 및 설득 유형 연구

Sustainability has recently emerged as a critical agenda in the fashion industry, and growing attention has been paid to how startups strategically implement sustainability as a core brand value. However, previous studies have largely focused on large enterprises, leaving limited understanding of how small-scale fashion startups incorporate sustainability into their brand identity and operational strategies. To address this gap, this study selected four representative sustainable fashion startups in Korea and conducted qualitative analysis combined with literature review. The study employed three analytical dimensions—origin of brand identity, operational structure, and value communication—to systematically investigate the strategic characteristics of each case. The findings revealed four distinctive typologies of sustainable fashion branding strategies: identity-based, operation-centered, value-driven, and integrative models. This research contributes academically by supplementing existing frameworks in sustainability brand studies and clarifying the strategic utilization of sustainability in the startup context. Practically, it provides planning guidelines for emerging fashion companies seeking to embed sustainability in their branding strategies. Nevertheless, the study is limited to four domestic cases and qualitative data, thus generalizability is constrained. Future research should incorporate quantitative methods and cross-national comparisons to further validate and expand the findings.