• 디지털융복합연구
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• 제18권9호
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• pp.363-371
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• 2020

패션산업의 디지털 혁신을 배경으로 한 본 연구는 소셜 미디어를 통해 이미 전 세계 많은 사용자들을 확보하며 패션산업에까지 영향을 미친 디지털 기반의 페이스디자인에 대하여 연구하였다. 이에 증강현실 기반의 디지털 페이스디자인의 대표적 사례들을 유형화하고 이를 관통하는 지향 가치를 도출함으로써 향후 패션산업의 전개 방향에 대한 미래 비전을 제시하고자 하는 목적을 갖는다. 인스타그램과 페이스북을 통해 대중에게 디지털 필터 기반의 페이스디자인을 제공하는 3D 디자이너 작품들을 연구대상으로 분석하였다. 사례 탐색을 통해 현대패션의 관점에서 디지털 페이스디자인의 지향 가치를 관찰한 결과 실험적 조형 지향, 유희적 경험 지향, 미래적 기술 지향 등의 세 가지 경향이 도출되었다. 본 연구는 디지털 기반의 페이스디자인으로 범위를 한정한 것이나, 이를 통해 나타난 결론들은 패션의 전 분야에 적용될 수 있는 사항들이다. 이에 앞으로 페이스디자인의 범위를 넘어선 디지털 증강현실 기반의 패션디자인과 패션커뮤니케이션 관련의 새로운 현상에 대한 연구를 기대할 수 있다.

• 한국의류학회지
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• 제45권1호
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• pp.200-216
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• 2021

This article considers short-form fashion videos as distinguished from fashion films, defines the concept, details the expressive characteristics of short-form fashion video, and reveals the method of producing it. For the methodology, a literature review was conducted to derive the concept and expression techniques. A case study was also performed to define the expressive characteristics. Five short-form fashion videos were also produced based on the results. The final results are as follows. First, short-form fashion video was defined as a fashion medium on the purpose of fashion communication within 60 seconds and classified by three digital image formats. Second, the result of analyzing the expression of the short-form fashion video shows the simplicity and reconstitution, characterization and remediation, borderless and expansion, and synesthesia trigger of the fashion image. Third, five short-form fashion videos were produced based on the theme of the digital garden. It shows that the short-form fashion video intensively expresses the content as a medium whose sensational expression is more prominent than the composition of the story by the short running time that reflects the taste of digital mainstream.

• 복식문화연구
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• 제27권5호
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• pp.449-460
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• 2019

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). "Digital Transformation" means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry's digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry's case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

• 복식
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• 제63권8호
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• pp.43-57
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• 2013

The purpose of this research is to systemize the fashion digital storytelling by analyzing the communication method and its elements, and extracting the characteristics and processes of digital storytelling. Based on the previous study on the characteristics and types of storytelling the following things have been researched: 1) the process of digital storytelling in the communication process, 2) the concept and the feature of the academia of digital storytelling 3) storytelling in the document research. On the groundwork of the document research, we were able to sort out the various types, and formed a system of the features in the fashion digital storytelling cases, mainly in the four collections (Milan, Paris, London, New York) from 2000's to recent years of 2010. The types of fashion digital storytelling are episode type, narrative type, and creative type. The characteristics of each of the types are as follows. Firstly, the episode type communicates through the digital media based on the information or fact of the fashion designer brand. Secondly, narrative type communicates with the consumers using previous literature or an existing idea of the original cultural form that is rearranged in digital story expressed by the digital media. Lastly, creative type makes the designer's and consumer's susceptibility and creativity communicate through the newly made story, which expresses the unique originality of the designer. It seems that the cases and studies of using the fashion digital storytelling will increase because of its short history and lack of the case study. Fashion designer brands will show their brand image using the digital storytelling because they are able to better express originality, creativity and imagination of the fashion designer, which were factors that could not be conveyed through fashion alone.

• 복식
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• 제64권6호
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• pp.1-15
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• 2014

In the fashion industry, the thing that shows the latest trends and makes issues is the fashion show. The function of fashion shows is changing from a promotional mean to a method of communication with customers. Recently, some fashion shows have used digital images and omitted traditional parts of a fashion show such as models, stages, garments, music and audiences. In this study, 30 fashion shows that used digital images were selected from the 2000-2010 collections of Paris, Milan, London and New York, and its communication characteristics were analyzed and discussed. The three categories of the communication characteristics are as follows: First, the shows used digital images as stage sceneries or effects to create desired stage effects. The digital images were used as extra tools to reinforce the concept of the fashion show. Second, the fashion shows used real-time videos to extend its presentation into the virtual space. The interactive videos were designed to encourage audiences to actively participate in the show. Third, the digital images were the focus of the show for the internet-only digital fashion shows. Since the Internet is not constrained by time or space, multi-faceted, communication between audiences and fashion designers or among audiences is possible. In addition, the number of audience it can reach is higher than traditional fashion shows. Digital images will be used more often in the fashion shows. In the future, fashion shows will try to become more interactive with audiences through the use of new digital image technology.

• 한국의류학회지
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• 제39권4호
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• pp.545-559
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• 2015

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

• 디지털콘텐츠학회 논문지
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• 제18권2호
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• pp.293-301
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• 2017

웹툰의 내러티브 속성이 설득 커뮤니케이션 상황에서 어떻게 활용되고 있는지 살펴보기 위해 구글 확장 검색을 실시하고, 수집된 112편의 광고를 내용분석하였다. 분석 결과, 첫째, 국내 웹툰 광고는 콘텐츠 게임, 화장품 패션 스포츠 부문, 정보통신 전기전자, 공익 및 교육 분야에서 많았다. 둘째, 최근 7년간 웹툰 광고 빈도가 증가하고 있으며, 2013년을 시점으로 신규 웹툰 광고물이 크게 증가하였다. 셋째, 태생별로 보면 브랜드 웹툰 유형이 가장 많았다. 넷째, 상업적 제품은 순정, 드라마, 일상, 부조리 장르 등에서 대체로 고르게 나타났으나, 공익적 제품은 일상 장르에만 나타나 공익 광고 전략이 편향되어 있었다.

• 한국융합학회논문지
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• 제13권4호
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• pp.163-170
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• 2022

본 연구는 전세계적으로 주목받고 있는 소셜 미디어 인플루언서의 국내연구 동향을 살펴보고자 하였다. 이를 위해 한국학술인용색인에 등재된 학술논문 가운데, 2009년부터 2021년까지 소셜 인플루언서를 주제로 한 논문 총 178편을 분석하였다. 분석 결과, 패션 및 뷰티, 커뮤니케이션 등 특정분야에 국한되어 있던 초기 소셜 미디어 인플루언서 연구는 시간이 흐를수록 다양한 학문분야로 확장되며 양적 성장을 이루고 있었다. 실증연구의 비중은 최근 들어 높아지는 추세이며, 질적 연구방법론을 적용한 연구들은 감소하는 경향을 보였다. 소셜 미디어 플랫폼의 특성은 매우 다양하고 각 플랫폼에서 활동하는 인플루언서의 유형과 속성 역시 이질적임에도 불구하고, 특정 미디어 플랫폼 및 인플루언서 유형에 대한 연구 비중은 오히려 더 낮아지는 것으로 나타났다. 본 연구는 국내 소셜 미디어 인플루언서 연구의 현주소를 조망하는 첫 실증연구라는 점에서 학문적 의의를 지닌다.