해외패션 명품브랜드의 사회문화현상에 관한 연구

Abstract

The propensity to consume changes to the expression of variable purposes and desires from the aim of survival as increase of income level and living pattern.Production, usefulness and functionality which are held in importance in the past displace to distribution, preference and symbolization in the present. The consumption which expresses one's desire and purpose has a role showing one's symbol. This kind of consumption leads to the hot wind of the foreign fashion brand. Therefore, this hot wind is considered as a phenomenon of social culture and reasons of the hot wind are followings;First, the foreign fashion brands use demarketing strategy to increase purchasing mind and maintain the scarcity of products through limitation of supply. Second, the possession of foreign fashion brands' product make belongingness and pride.Since the money is standard of success in capitalistic society, foreign fashion brand's product which is high price is a means to inform purchaser's success. Therefore, we need following issues to develop these phenomenons of foreign fashion brands to positive trends. First, the healthy consuming culture should be settle down through the fair consideration to foreign fashion brand and self-control to extravagant consumption. Second, the member of a community and young generation with good values should make the healthy consuming culture.