• Title/Summary/Keyword: 럭셔리

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Representation of Heritage in Luxury Brands' Fashion Film (럭셔리 패션 브랜드의 패션필름에 나타난 헤리티지 표현 특성)

  • Kim, Minjoo;Yim, Eunhyuk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.4
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    • pp.630-647
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    • 2021
  • As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.

Characteristics of New Luxury in Louis Vuitton's D2C-Based Mobile Application (D2C(Direct-to-Consumer) 기반 루이비통 모바일 앱에 나타난 뉴 럭셔리(New Luxury) 특성)

  • Kim, Mikyung;Yim, Eunhyuk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.5
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    • pp.741-757
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    • 2021
  • In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.

Luxury Fashion Brands' Patronage of Arts and Culture as Corporate Philanthropy (럭셔리 패션브랜드의 사회공헌활동으로서의 문화예술지원)

  • Yi, Myeongseon;Beom, Seohee;Yim, Eunhyuk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.3
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    • pp.546-558
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    • 2021
  • As consumers' demand for corporate social responsibility (CSR) has increased, luxury fashion brands have been providing support for arts and culture as CSR activities. The purpose of this study is to examine patronage of arts and culture as corporate philanthropy and to analyze the motives luxury fashion brands have for supporting arts and culture. The study investigates patronage of arts and culture through literature reviews and conducts case studies of luxury fashion brands' patronage. The results of the analysis are as follows: first, patronage based on public interest reduces the social costs of arts and culture and helps to create aesthetic experiences for the public; second, sustainable patronage is not only priceless PR for luxury fashion brands, it also supports the development of arts and culture; third, authentic patronage obviates the criticism that luxury fashion brands only support arts and culture for the purposes of profit, by separating business operations from patronage. In conclusion, those three elements are at the heart of patronage for the arts and culture and fashion companies need to support culture and the arts by taking a long-term perspective when it comes to creating social value.

Artification of Luxury Fashion Products (럭셔리 패션제품의 아티피케이션 연구)

  • Beom, Seohee;Yim, Eunhyuk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.2
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    • pp.346-355
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    • 2021
  • Art strategies have been addressing the problem of volume growth caused by changes in the distribution environment of luxury brands. Art is a universal language that transcends borders and communicates across cultures, therefore, artification acts as a strategy for the globalization of luxury brands. This study aims to study how contemporary luxury brands communicate their artifacts strategically through branded products via artification. As a research method, a literature review and case studies were combined. The cases of artification range from the 2000s to the present, and the top 100 brands in the luxury category of Millward Brown were selected. Drawing on the characteristics of artification defined in this study we analyzed the cases of articulation of luxury brands. As a result, first, appropriation of art in the product frame is carried out by borrowing ideas from renowned works or artists. Second, as an experimental attempt, it is effective to associate the international reputation of an artist with a product through a reinterpretation of the product. Third, as an artistic creation for the brand narrative, luxury products are sublimated into artwork and idealized.

An exploratory study on the interaction between luxury brands and customers in service encounters (서비스 접점에서 럭셔리 브랜드와 고객과의 상호작용에 관한 탐색적 연구)

  • Minjung, Cho;Eunju, Ko
    • Journal of Fashion Business
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    • v.26 no.5
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    • pp.49-61
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    • 2022
  • Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human-human, human-digital, and human-physical environments. We qualitatively investigated the practitioners' working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.

Luxury Fashion Brands Case Analysis of Using Metaverse (럭셔리 패션 브랜드의 메타버스 활용 사례 연구)

  • Kim, Yunmi;Kim, Jinyoung
    • Journal of Fashion Business
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    • v.26 no.3
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    • pp.50-71
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    • 2022
  • This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.

A Case Study of the Sustainable Practice in Luxury Brands (럭셔리 브랜드의 지속가능 실천 사례에 관한 연구)

  • Soo Min Yoo;Jung Soo Lee
    • Journal of Fashion Business
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    • v.27 no.2
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    • pp.88-107
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    • 2023
  • This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

An Analysis of Sustainable Macro Trends of Luxury Fashion Brands (럭셔리 패션 브랜드의 지속가능 매크로 트렌드 분석)

  • Lee, Hojae;Ko, Eunju
    • Journal of Fashion Business
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    • v.26 no.1
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    • pp.16-29
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    • 2022
  • Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.

Message framing of sustainable marketing for luxury fashion brands impacting consumer attitudes toward the brands (지속 가능 럭셔리 마케팅의 메시지 프레이밍이 브랜드 평가에 미치는 영향)

  • Eun-Jung Lee
    • The Research Journal of the Costume Culture
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    • v.32 no.1
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    • pp.1-16
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    • 2024
  • In response to the global trend of making sustainable development an urgent task, luxury fashion brands actively embrace it in their corporate philosophies and management policies. However, despite the widespread consensus in the related industry and the strong will of companies for the sustainable development of luxury brands, there are still few cases of luxury fashion brands successfully implementing sustainable development. This study examined the impact of the types of message framing on the sustainability marketing of luxury fashion brands, focusing on their effects on perceived message effectiveness, sustainable brand image, and brand attitudes. An online survey was administered to 464 Korean consumers in their 20s to 40s to test the hypotheses. The results showed that perceived effectiveness was higher for negatively framed messages (loss) than for their positive counterparts (gain). The types of message framing did not significantly affect sustainable brand messages, and no significant difference in perceived brand image was found, regardless of message type. Perceived message effectiveness exerted a significant positive effect on sustainable brand image, and such an image had a significant positive effect on brand attitudes. The results provide implications for related research and practical implications for the development of competitive sustainability marketing strategies for luxury fashion-an industry still in its infancy.

Luxury Brand Consumption Values and Signal Preference Based on Cultural and Economic capital (문화자본 및 경제자본에 따른 럭셔리 브랜드 소비가치와 브랜드 시그널 선호도)

  • Lee, Minhee;Lee, Yuri;Ahn, Minyoung
    • Journal of the Korean Society of Costume
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    • v.64 no.4
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    • pp.91-105
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    • 2014
  • As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.