복식문화연구 (The Research Journal of the Costume Culture)

  • 제22권2호
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  • Pages.258-272
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  • 2014
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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아트마케팅을 기반으로 한 프라다의 패션커뮤니케이션 유형과 가치

Case and value on the Prada's fashion communications through art marketing

  • 김선영 (순천대학교 패션디자인학과)
  • 투고 : 2012.10.19
  • 심사 : 2014.04.11
  • 발행 : 2014.04.30
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초록

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.

키워드

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피인용 문헌

  1. Fashion retail store facades and the creation of store image and store attitude vol.23, pp.3, 2015, https://doi.org/10.7741/rjcc.2015.23.3.400
  2. Characteristics and Categorization of Fashion Films vol.66, pp.4, 2016, https://doi.org/10.7233/jksc.2016.66.4.128
  3. Fashion Installation as a Medium of Fashion Communication : Based on Quantum Project by Gentle Monster vol.69, pp.3, 2019, https://doi.org/10.7233/jksc.2019.69.3.033