Development of Fashion Faux Fur Using 3-Dimensional Embroidery Technique for Russian, Chinese Premium Markets

Abstract

Background Despite of the economic downturn in developed countries, the demands of emerging markets are expected to grow continuously with the increase of demands for luxury fashion products in global emerging markets. In particular, it is as foreseen that the purchasing power of wealthy will be strengthened despite the protracted downturn, and the consumption of the wealthy in emerging countries will be the driving force of high-end markets. Accordingly, the development of premium fashion product designs can be said to be the strategic gateway to achieving success in global markets. Thus, this study focuses on the development of design products for the emerging fashion markets and the worlds two largest consumers of fur - Russia and China. Methods In this study, literature reviews were conducted in order to identify the trends of target countries and global fashion fur markets. The primary literature reviews were based on the study of dissertations focused on the topic of fur fashion and fur markets. Secondary studies on global markets and trends were based on the analysis of market reports by KOTRA and other domestic and foreign economic research institutes and researchers. Also, in-depth interviews and surveys for local buyers were carried out along with an analytical review of the worlds top four fashion week collections. Thus, based on the findings of the studies, target markets and the direction of item development were selected for design results. Based on the results above, the target market and target consumer were set, the items to be developed and direction were determined, and design development was then conducted. Results Based on the findings of the primary and secondary literature reviews, it was found that Russia is one of the largest emerging fashion markets known as the bridgehead for advancing into Eastern Europe where Western apparel makers and buyers gather despite the global recession. It was also found that China is the worlds largest fur importer. The purchasing power of these emerging consumers is beyond imagination and is not affected by economic situations. Thus, the ultimate goal of the study was to develop differentiated premium fashion faux fur products which can be easily exported. Aiming to preempt the China and Hong Kong market, the worlds top fur market, and advance into Russia, the bridgehead of the Eastern European market and the worlds second-largest fur market, a total of 10 kinds (eight vests, two mufflers)of luxury fashion faux fur products using 3-dimensional embroidery techniques were developed. Conclusion Fashion faux fur is considered as a Blue Ocean in the fashion industry and therefore, if design development and production lead to export and the quantity is expanded, it is expected not only to create jobs in the related industry but to be the best breakthrough to end the recent stagnation in Koreas fashion industry. Through this study, the revitalization and improvement of future research and design strategies that can cope with the ever-changing global furapparel markets are expected.