소규모 브랜드의 경쟁력을 결정하는 브랜딩의 역할에 대한 연구: N4M 사례 분석

This research examines the role of branding in determining the competitiveness of small-scale brands and explores effective branding strategies through a case study of N4M. Establishing a strong brand identity and a differentiated branding strategy is crucial for gaining consumer recognition and maintaining market presence. Today’s consumers value not only the functional aspects of products but also the brand’s values and identity, with digital platforms allowing them to interact more closely with brands and access brand narratives more easily. To investigate this, the study first analyzes successful small-scale brand cases—such as Emis, Matin Kim, Pangaia, and Auralee—to understand how these brands built distinctive identities and formed emotional connections with consumers. Subsequently, a survey and in-depth interviews were conducted to assess consumer perceptions of the N4M brand and identify areas for improvement. The results indicate that while N4M presents the brand philosophy “New for Modern,” the core message is not clearly communicated. Key issues include a lack of distinctive design details and a limited product range. Although consumer responses to N4M’s pants were highly positive, the brand has yet to fully leverage this strength. Additionally, the absence of consumer reviews on the website was highlighted as a factor reducing trust and credibility. As a branding improvement strategy, this study proposes restructuring the brand story, developing signature products, and emphasizing the brand’s ease of styling in marketing communications. Overall, the findings suggest that building a clear and differentiated brand identity, along with consistent branding efforts, is essential for small brands to gain a competitive edge. This research aims to serve as a guide for small fashion startup brands seeking to build effective brand strategies.