• The Research Journal of the Costume Culture
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• v.17 no.4
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• pp.691-708
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• 2009

The purpose of this study was to find the methodology of design plan that could raise the brand power by looking around the driving force of the design innovation through the case study of Louis Vuitton which has been evaluated to be successful in brand revolution by designer Marc Jacobs. Research methods were theoretical studies looking for various analysis and valuations about Louis Vuitton's design innovation and analysis about articles in International Herald Tribune and New York Times. Driving force of Louis Vuitton's design innovation could be summarized as designer's creativity and full supports for designers, establishment of BI by strategic cooperation between design and marketing parts, active design plans by collaboration with modern artists, existence of Logo as a symbol of brand, business mind pursuing adventures and dreams, and directors' artistic sensitivity and supports for culture and art.

• The Research Journal of the Costume Culture
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• v.22 no.3
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• pp.383-398
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• 2014

This research worked on the cooperative case by Marc Jacobs, who was involved in innovative collaboration in the field of fashion, and the analysis on imbedded values. With assessment of it, this paper aims at providing the theoretical ground on prevalence of fashion collaboration for creative innovation and presenting the basic material in establishing the design and marketing in the fashion industry. In methodology, the review was followed up about literature regarding Marc Jacobs and collaboration and his cases in 2001 through 2012. Results showed that his collaboration cases could be divided into those with modern artist, those with fashion brand or designer, those with other field brand than fashion, and those with the public star. They were processed into such a form as development of new product and collection, shop display, and exhibition event. The value could be drawn from this case examination of Marc Jacobs' fashion collaboration, which includes the design innovation through reinterpretation of tradition, innovation of maximized brand value, and transboundary innovation toward a vast extension of realm. Namely, the collaboration of Marc Jacobs would be the driving force for design innovation and the creative process for both parties concerned through endless cooperation and would generate the innovative value for fashion field.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.262-272
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• 2017

This study will analyze a case that utilizes not just the characters, which are a primary licensing component in traditional animation licensing, however secondary images such as animation backgrounds, and one that has visually extended their brand. Secondary image plays an important role in developing the narration of the animation, and provides the space where the narrative takes place. It also gives important clues for the characters to be able to develop a narrative, through its chronological and geographical dimensions. This study distinguishes the components that can be used in the licensing process of an original animation into primary usage and secondary usage, and defines the scope of each. Focused on two collaboration cases, Disney's The Jungle Book & KENZO, and Disney's Alice in Wonderland & Marc by Marc Jacobs, It investigates the relationship of visual utilization between the expressive components related to secondary usage in the collaborative case of licensing, and the actual product. This study found the possibility of secondary images as a vehicle to deliver brand identity. As the spectrum of licensing elements is extended, it is necessary to develop an alternative licensing system for the new process of collaboration.