Effect of Korean fashion design incubation policies on new fashiondesigner’s brand management

With the increased importance of design creativity in global fashion marketplaces, there have arisen numerous promotional strategies for new fashion designers in Korea, yet little research has been done on this subject. This study examines the new fashion design promotion policies in Korea and their effects from the designer`s perspective. First, we analyzed the contents of twenty-one strategies from thirteen organizations regarding the types of support from the strategies. As a result, four distinct types are identified: new designer recognition; information and consulting support; incubating; and marketing support. Next, we performed in-depth one-on-one interviews with eleven designers who had been awarded from one or more of the fashion design incubation policies. The results reveal that the incubating policies` cash rewards and space support are found to be most effective. In terms of the revised fashion and consulting policy, brand operation had an influence. In addition, fashion the new advertisement and marketing policy had positively influenced the brand development. However, throughout the interview, designers note that the quality of education and information provisions need some improvement. Furthermore, the designers indicate the lack of supervision and professionalism from the marketing departments. Based on this content, this study emphasizes the necessity of an effective fashion design promotion policy, and strategic and consistent support for the whole fashion promotion team. At the minimum, an integrated and united supervision by the organization is necessary and should be taken into consideration.