The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

A case study on value creation of fashion brands using content collaboration targeting MZ generation

MZ세대의 콘텐츠 콜라보레이션을 활용한 패션브랜드의 가치창출 사례연구

  • 신혜경 (동서대학교 패션디자인학과)
  • Received : 2020.11.10
  • Accepted : 2020.12.12
  • Published : 2020.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.

Keywords

References

  1. Beyond Closet. (2020). Beyondcloset clothing. Retrieved December 9, 2020, from http://www.beyondcloset.com/product/list.html?cate_no=162
  2. Binggrae. (2020, July 3). Cotes Guerang robe. Retrieved December 6, 2020, from http://www.bing.co.kr/newsroom/media_press/detail/1541
  3. Choi, Y. H., & Lee, K. H. (2020). Informatics anlysis of consumer reviews for ｢Frozen 2｣ fashion collaboration products -Semantic networks and sentiment analysis-. The Research Journal of the Costume Culture, 28(2), 265-284. doi:10.29049/rjcc.2020.28.2.265
  4. Clien. (2020). IKEA 3D virtual model. Retrieved December 9, 2020, from https://www.clien.net/service/board/park/15379704
  5. Covernat. (2020). Covernat image. Retrieved December 2, 2020, from https://covernat.net/article/event/13/7691/
  6. Dopsago. (2020, September 14). 이케아 모델로 발탁된 미모의 SNS 스타, 충격적 정체 [Beautiful SNS star selected as IKEA model, shocking identity]. 1boon. Retrieved October 17, 2020, from https://1boon.kakao.com/forsnap/5f5ebeed5803646c206780bf
  7. E.land. (2020, May 28). 스파오X미디어 콘텐츠 콜라보레이션 [SPAO & media contents collaboration]. E.LAND. Retrieved October 15, 2020, from http: //www.eland.co.kr/%EC%8A%A4%ED%8C%8C%EC%98%A4x%EB%AF%B8%EB%94%94%EC%96%B4-%EC%BD%98%ED%85%90%EC%B8%A0-%EC%BD%9C%EB%9D%BC%EB%B3%B4%EB%A0%88%EC%9D%B4%EC%85%98/
  8. Eum, K. H., & Choi, Y. M. (2012). A case study on type of collaboration in fashion brand. Journal of Digital Design, 12(1), 133-144. doi:10.17280/jdd.2012.12.1.014
  9. GBTdigital marketing. (2020, April 14). 마케팅 기법: 콘텐츠 콜라보레이션 [Marketing technique: Contents collaboration]. Digital Marketing. Retrieved October 7, 2020, from https://gbtdigitalmarketing.tistory.com/5
  10. GU. (2020). Virtual human YU. Retrieved December 3, 2020, from https://www.gu-global.com/jp/ja/feature/virtual-model-YU/women/pc/
  11. Harpersbazaar. (2019, May 16). Calvin Klein 3D virtual image. Retrieved December 5, 2020, from https://www.harpersbazaar.com/fashion/models/a27496334/bella-hadid-lil-miquela-calvin-klein/
  12. Hwang, Y. J. (2020, April 12). 당신의 삶은 인스타그래머블 하신가요? [Is your life instagramable?]. SNUniversity Newspaper. Retrieved October 18, 2020, from http://www.snunews.com/news/articleView.html?idxno=21087
  13. Hyundai. (2020). Hyundai uplex character. Retrieved December 5, 2020, from https://thehyundai.tistory.com/entry/Shopping-Energy-Park
  14. Im, G. R. (2020, March 10). GU가 만든 가상 모델 '유', 체형에 맞는 옷 제안 [Virtual model YU created by GU, suggests clothes that fit the body shape]. Fashionpost. Retrieved December 7, 2020, from https://fpost.co.kr/board/bbs/board.php?wr_id=1090&bo_table=newsinnews
  15. Jang, H., & Yoh, E. (2020). Perceptions of male and female consumers in their 20s and 30s on the 3D virtual influencer. The Research Journal of the Costume Culture, 28(4), 46-62. doi:10.29049/rjcc.2020.28.4.446
  16. Jung, A. I. (2019, November 4). 청바지의 대명사 '리바이스'는 어떻게 인기를 되찾았을까? [How did Levi's jeans, regain popularity?]. Seoul Economy Daily. Retrieved November 22, 2020, from https://sedaily.com/NewsView/1VQO1JZH03
  17. Kang, S. A. (2020, September 23). 1․2층에 유스 컬처 매장 배치, MZ세대 놀이터로 힙하게 변신 [Place youth culture store on 1st and 2nd floor, transforming hip into a MZ generation playground]. Chosunilbo. Retrieved Nobember 24, 2020, from https://www.chosun.com/special/future100/fu_general/2020/09/23/ONZBAIZSNJH4HBVRCDOH2UFNEM/
  18. Kim, D. H. (2020, February 28). 커버넛, 매출 650억 목표, 문화협업확대 [Covernut, sales target 65 billion, expanding cultural collaboration]. Apprelnews. Retrieved November 23, 2020, from http://www.apparelnews.co.kr/news/news_view/?idx=181196
  19. Kim, E., & Kim, H. (2018). A study on collaboration in cosmetic industry and the purchasing decision of consumer. Journal of the Korean Society of Design Culture, 24(1), 119-129.
  20. Kim, H., & Park, H. (2020). The characteristics and meaning of art collaboration in the luxury Louis Vuitton brand -Focusing on bags since 2000-. Journal of Fashion Business, 24(2), 100-118. doi:10.12940/jfb.2020.24.2.100
  21. Kim, S. Y. (2020). Case and meaning of gamification by the convergence of fashion and game - Fousing on Luxury brands-. The Korean Society of Science & Art, 38(4), 17-32. doi:10.17548/ksaf.2020.09.30.17
  22. Korea Communications Agency. (2014). 콘텐츠 콜라보레이션 사례분석과 향후 발전 전략 [Case study of contents collaboration and future developed]. Trend Focus, 77, 55-68. Retrieved September 22, 2020, from https://www.kca.kr/boardView.do?pageId=www145&boardId=TRENDS&seq=2621656&movePage=1&searchTp=TM&searchQuery=%EC%BD%98%ED%85%90%EC%B8%A0%20%EC%BD%9C%EB%9D%BC%EB%B3%B4%EB%A0%88%EC%9D%B4%EC%85%98
  23. Lee, H.-J., & Lee, K.-H. (2016). Efects of fashion product image preference on brand image importance and advertising factor evaluation of working women. The Research Journal of the Costume Culture, 24(3), 324-354. doi:10.29049/rjcc.2016.24.3.324
  24. Lee, J. H. (2019, December 20). 2020년을 주도할 밀레니얼 Z세대의 트렌드 [Millenial-Z generation trend for 2020]. Daehong Communications, 265, 14-17. Retrieved November 20, 2020, from https://www.daehong.com/upload/magazine/539a5b4c-9225-4010-b25b-61f9c4521de9.pdf
  25. Lee, J. Y. (2020, Septmeber 15). 이케아 재팬, 새 광고 모델로 버추얼 모델 '임마' 발탁 [IKEA Japan, new advertising model 'Imma' is virtual medel]. webdaily. Retrieved October 20, 2020, from https://news.webdaily.co.kr/view.php?ud=2020091516580636965796a9480c_7
  26. Lee, M. J. (2019, November 25). 스파오, 콜라보레이션으로 1500억? 이번에 '펭수'와 협업 달성 [SPAO, 150 billion won in collaboration? This time, collaboration with Pengsu]. FashionN. Retrieved October 15, 2020, from https://m.fashionn.com/board/read.php?table=&number=31112
  27. Levi's. (2019). Levi's denim. Retrieved December 5, 2020, from https://www.levi.com/US/en_US/search/levis%20%20super%20mario
  28. Mang, H. K. (2020, July 28). AI가 모델․유튜버도 대체? '가짜'로 마케팅 하는 세상 [Does AI replace models and YouTubers? A world of 'fake' marketing]. Hankookilbo. Retrieved November 23, 2020, from https://www.hankookilbo.com/News/Read/A2020072809400003105
  29. Min, S.-H., & Kim, S.-I. (2018). A study on value creation through case analysis of design collaboration. Journal of Digital Convergence, 16(5), 385-390. doi:10.14400/jdc.2018.16.5.385
  30. Musinsa. (2018). HEAD sweatshirts. Retrieved December 11, 2020, from https://search.musinsa.com/search/musinsa/contents?q=%EB%B3%B5%EC%8B%B1%EC%8A%A4%ED%83%80&list_kind=small&sortCode=create_date&sub_sort=&page=1&display_cnt=90&saleGoods=&includeSoldOut=&popular=&category1DepthCo
  31. Musinsa. (2019a, December 3). 무신사에서 저세상 텐션의 인기 아이템을 득템하라! [Get popular items of over-world tension from Musinsa!]. Musinsa magazine. Retrieved November 23, 2020, from https://www.musinsa.com/index.php?m=magazine&uid=13932
  32. Musinsa. (2019b, November). S.T. Dupont shirts. Retrieved November 23, 2020, from https://www.musinsa.com/?m=lookbook&uid=20774
  33. Musinsa. (2020). TBJ & Nuguri hood design. Retrieved December 9, 2020, from https://store.musinsa.com/app/goods/1489117
  34. Oh, S. (2018). Pay attention to the Z generation. Marketing, 52(1), 57-62.
  35. Onitsuka Tiger. (2019, September 5). A global collaboration film featuring Will Smith [YouTubeChannel]. Retrieved September 15, 2020, from https://www.youtube.com/watch?v=o6JghjlCzJw
  36. Park, H. I., & Kim, S. I. (2020). A case study on design collaboration marketing in Korean crossbusiness. Journal of Digital Convergence, 18(5), 383-389. doi:10.14400/jdc.2020.18.5.383
  37. Park, H. Y. (2020, January 6). 에스.티.듀퐁, 스타워즈 매니아 하남으로 모여라 [S.T. Doupont, Starwars mania, gather in Hanam]. Apparelnews. Retrieved November 23, 2020, from http://www.apparelnews.co.kr/news/news_view/?idx=180282
  38. Saunders, N. (2019, May 16). Bella Hadid makes out with Lil Miquela in Calvin Klein campaign. Retrieved December 5, 2020, from https://www.harpersbazaar.com/fashion/models/a27496334/bella-hadid-lil-miquela-calvin-klein/
  39. Shin, H. J., & Lee, K.-H. (2018). Fashion consumers' information search and sharing in new media age. The Research Journal of the Costume Culture, 26(2), 251-263. doi:10.29049/rjcc.2018. 26.2.251
  40. Slowacid. (2020). Slowacid T-shirts. Retrieved December 4, 2020, from http://www.slowacid.com/lookbook/list.html?cate_no=66
  41. Spao. (2020). Spao design. Retrieved November 7, 2020, from http://www.spao.com/product/search.html?except_keyword=except&keyword=%EA%B8%B0%EC%83%9D%EC%B6%A9&x=8&y=19
  42. Statistics Korea. (2020, October 7). 통계로 보는 MZ 세대 트렌드 [Statistics on MZ generation trends] [Blog Post]. Retrieved December 7, 2020, from https://blog.naver.com/hi_nso/222109361424
  43. Sung, H., & Yu, H. (2020). An analysis of collaboration cases of fashion brand targeting millennial generation -Focused on 2017 to 2019-. Journal of the Korean Society of Design Culture, 26(2), 221-233. doi:10.18208/ksdc.2020.26.2.221
  44. Yoo, B. (2011). 가치 혁신의 마케팅전략 [Marketing strategy of value innovation]. Oricom Brand Journal. Retrieved September 20, 2020, from http://www.oricom.com/data/brand/VNBy201102220206091298307969328.pdf