패션마케팅 분야의 연구동향 분석

Abstract

Objectives This study aims to identify changes in fashion marketing research and suggest a direction to move forward by analyzing the current status of fashion marketing research by academic journal overall.
 Methods This study focuses on research related to fashion marketing among 6,452 papers published in a total of seven academic journals in the field of textiles and clothing from 2010 to 2022. The contents of study are analyzed based on the ratio published in related papers by textiles and clothing related academic journals, trends and ratios by academic journals according to research topics, comparison of research methodologies, and gender ratio of the study subjects.
 Results The important points in this study are as follows. First, current fashion marketing related research is expanding its scope to various journals dealing with convergence studies as well as textile and clothing related journals. In addition, since various studies are being conducted in the category of fashion marketing, it seems necessary to consider to what extent fashion marketing should be categorized in terms of the perspective and area of research.
 Conclusions This study analyzed the current status of fashion marketing research by academic journal, resulting in meaningful findings that suggest the direction not only of future research but also of the fashion industry. There is a limit to expanding and interpreting the research results of an integrated analysis of seven academic journals to the entire research of marketing studies. There have been no studies that have conducted an integrated analysis of a number of journals with regard to fashion marketing topics; in this respect, this study is very meaningful. Fashion marketing is a latecomer among textiles and clothing, and its history is shorter than other fields. However, as shown in this study, the pace of academic change is becoming more mature. Therefore, future oriented in-depth fashion marketing research focusing on the current fashion industry structure is continuously needed.