ITAA - KSCT Joint Symposium

Types and Expressions of Signatures in Fashion Brand: Focusing on Emerging Korean Designer Brands

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Abstract

This study examines how fashion brand signatures function as strategic expressions of identity, values, and differentiation. Through qualitative content analysis of 684 articles (2020–2024) and in-depth interviews with 15 emerging Korean designer brands, the research identifies key signature types and their expressive characteristics. Article analysis revealed six signature types, including sensory-based design, constructed identity, cultural and spatial practices, craftsmanship, reinterpretation, and text-based symbolism. Interviews identified five types centered on identity-driven design expression, practical craftsmanship, spatial brand experiences, visual narrative symbolism, and limited-edition items. Findings show that emerging designer brands use signatures not as fixed stylistic elements but as dynamic, evolving practices that convey non-product values such as philosophy and belief. Signatures develop through interaction with consumers and sociocultural contexts, functioning as fluid mediators between brand identity and experience. This study contributes by systematizing signature types and offering insights into their strategic role in contemporary brand development.

Keywords: Fashion brands, Signature, Signature type, Emerging Korean designer brands

How to Cite:

Lee, J. & Ha, J., (2025) “Types and Expressions of Signatures in Fashion Brand: Focusing on Emerging Korean Designer Brands”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22060