Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Fashion Brands' Retro Marketing Types on Retro Characteristics Perception and Nostalgia Emotions

패션 브랜드의 레트로 마케팅 유형이 레트로 특성 지각과 노스탤지어 감정에 미치는 영향

  • Oh, Myeoungsoo (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
  • Received : 2022.01.12
  • Accepted : 2022.02.18
  • Published : 2022.02.28
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Abstract

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

Keywords

Acknowledgement

본 연구는 2021학년도 충남대학교 4단계 BK21 대학원혁신지원사업의 지원을 받아 수행된 연구임.

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