친환경 소재 기반 국내⋅외 패션 브랜드의 지속가능성 전략 비교 연구

초록

The fashion industry generates substantial environmental burdens across production, consumption, and disposal, making actionable eco-friendly strategies essential beyond declarative commitments. This study aims to identify material-type differences in how fashion brands operationalize eco-friendly strategies through a comparative analysis of domestic and international cases. Using publicly available data from 2015 to 2025, the study combines a literature review with qualitative case analysis. Eco-friendly materials are classified as upcycled, recycled, bio-based, and biodegradable, and strategies are examined across four dimensions: product and design, production and supply chain, communication, and circular strategies. The findings indicate that upcycling emphasizes design differentiation through deconstruction /reconstruction and brand storytelling, whereas recycling prioritizes scalable application enabled by stable sourcing and supply-chain partnerships. Bio-based and biodegradable strategies rely on value-substantiation mechanisms (e.g., certifications, indicators, and information disclosure); domestic cases tend to devise implementation under practical constraints, while international cases institutionalize strategies through collaborative material development and systematic verification and disclosure. By integrating material types with strategic dimensions into a comparative analytical framework, this study provides foundational evidence for formulating eco-friendly material-based sustainability strategies in fashion brands.

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