| abstract |
| Background In the digital environment, startups utilize their brands as emotional communication tools, especially when financial performance data is limited. Fashion-tech startups construct their IR (Investor Relations) messages by fostering emotional interaction, building symbolic brand identity, and providing technology-driven user experiences to establish investor trust.
Methods This study developed a 3×3 analytical framework combining strategic persuasion approaches (market signaling, tech-experience narrative, intangible asset evaluation) with brand value dimensions (functional, emotional, symbolic) and applied it to qualitative content analysis of four domestic fashion-tech startups (Musinsa, Zigzag, Ably, OddConcepts).
Result The analysis shows that fashion-tech startups leverage brands as persuasive assets for building emotional trust, structuring IR strategies around either an emotion-driven narrative or a technology-based value persuasion. These strategies were classified into two types: “Emotional Immersion” and “Tech-Integrated Value.”
Conclusion The findings highlight how brand-centered IR messages function as emotional design strategies, positioning branding as a strategic asset that fosters trust through emotional persuasion and symbolic identity beyond marketing. |
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| Key Words |
| 브랜드 가치, IR전략, 패션테크 스타트업, Brand value, IR strategy, Fashion-tech Startup |
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