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http://dx.doi.org/10.5850/JKSCT.2020.44.6.1087

Transmedia Storytelling Strategy of Gucci -Targeting Generation Z-  

Kim, Mikyung (Dept. of Fashion Design, Sungkyunkwan University)
Yim, Eunhyuk (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.44, no.6, 2020 , pp. 1087-1106 More about this Journal
Abstract
The emergence and development of innovative science and technology is changing lives at a rapid pace with the expansion of human perception. The development of the media extends the scope of activities of the body and the mind, realizing the imagination and challenging the limits of experience. In this process, the transformation of media into new forms such as disassembly, merging, and fusion have emerged that have resulted in the emergence of transmedia. In recent years, the fashion industry has responded quickly to trends and is actively engaged in transmedia communication activities. Among them, Gucci's media utilization strategy has attracted interest in the millennial generation. This study examines the strategy of transmedia storytelling by concentrating on the case of Gucci among luxury fashion brands that utilize media effectively in various aspects. It reveals the aspect of how the use of transmedia can be used to enjoy the story of fashion content and spread its value.
Keywords
Gucci; Transmedia; Fashion media; Storytelling; Media contents;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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