• Journal of Fashion Business
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• v.24 no.2
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• pp.44-59
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• 2020

This investigated the romanticism of Alessandro Michele who leads new trends in fashion industry as a creative director for Gucci. In this study, 307 women's wears exhibited by Alessandro Michele for 3 years in Milan collections from 2015 F/W to 2017 F/W are categorized according to the aesthetic characteristics of romanticism. Additionally, the five aesthetic features of Gucci's fashion design are an addition since the appearance of abnormally large size under the influence of postmodernism. The results based on the study purpose are as follows. First, the decoration makes the garments stand out by using fancy materials, splendid multicolor combination, applique embroidery and three-dimensional objects. Second, exotic style is expressed from an occidental perspective using Chinese traditional fashion or textiles, and exotic accessories. Thirdly, sensuality is manifested using see-through materials to emphasize women's breasts, or the beautiful and sexual expression of women's body. Fourth, the new creations are designed by combining contrasting elements, such as disparate materials and, different genders. Furthermore, traditional cultures like baroque and rococo, and the 1970's vintage looks inspires the creation of retro-style. Finally, the appearance of extremely large shoulders, silhouettes, and details of the human body can be explained with expansive tendency. The aforementioned results further suggest that diverse characteristics are expressed via reflection of contemporary art and trends.

• 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.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.125-147
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• 2024

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ²) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

• Fashion & Textile Research Journal
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• v.19 no.5
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• pp.547-558
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• 2017

Recently, the replacement of creative directors of fashion brands has gained attention from both researchers and practitioners. This study selected three representative fashion brands whose creative directors were replaced in the last 10 years, and analyzed the changed characteristics of their magazine advertisements. Literature studies and case studies were conducted as research methods. The subjects of the case studies were three fashion brands - 'Saint Laurent', 'Louis Vuitton', and 'Gucci'. Magazine advertisements were divided into two aspects: fashion photo elements and layout. The former can be classified into three components: the presence of a specific situation, the background of photos and objects, and the atmosphere of models. The latter can be classified into two components: the logo style and pictorial color. In terms of fashion photo elements, the presence of a specific situation in magazine advertisements appeared differently, depending on whether creative directors focus on the brand's own identity or on their own concept of each season. Also, the background of photos and objects, and the atmosphere of models changed depending on the situation. In terms of layout, there is no dramatic change in their logo styles, for they want to preserve their long tradition. And the more a creative director pursues younger sensibility, the more black and white color effect are added towards magazine advertisements. This study has its significance in that it confirms the replacement of creative directors has considerable influence on fashion brands' images and their magazine advertisements.

• Journal of Fashion Business
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• v.24 no.2
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• pp.32-43
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• 2020

The purpose of this study is to analyze the granny look of the new-tro trend via Alessandro Michele's Gucci collection and to provide a reference standard for future design developments by identifying the representation of the granny look. To analyze the new-tro trend and the granny look, basic concepts were analyzed through aesthetic and art books and the photographic data were collected through Internet sites. A total of 186 fashion images were considered as granny look by five clothing experts. The images were subdivided into silhouettes and items, materials, patterns, and colors to analyze the modeling factors and identify the intrinsic inner meaning based on the theory of Nostalgia. The analysis showed that the silhouette was expressed naturally without exaggeration or shrinkage. The thermosetting materials included fur, velvet, knit and quilted materials, while the colors showed raw and faded shades based on the use of natural colors. The patterns were mostly natural, such as flowers, leaves, and stalks, which were aimed at nature. The inner meaning of the granny look is based on the theory of Nostalgia, primarily because it is an emotional fairy tale and second, it reflected the sessions of nature. Also, it is a reinterpretation of the narrative. In conclusion, the academic and fashion industries need to understand the various emerging trends in accordance with the social and cultural backgrounds to derive a positive benefit.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.229-238
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• 2023

This study is to identify marketing methods that are different from the existing ones on the Metaverse platform, where new business models and industrial ecosystems are being formed. The purpose of this study is to identify how brand marketing methods are differentiated according to the type of metaverse and the characteristics of the main users who use metaverse. The research method was a case analysis method, and Roblox, which currently has the largest number of active users, was selected. We closely analyzed how Nike and Gucci brands market by reflecting the characteristics and consumption patterns of Alpha Generation and Generation Z, the main users of Roblox. The results of the analysis are as follows. First, it is approaching with enjoyable content, including games, rather than direct marketing. Second, the content provided contains the brand's story and philosophy. Third, it takes a method of linking virtual and reality. Lastly, through Metaverse, Brands are identifying the tastes of future potential customers and collecting data for customized services.

• Journal of Fashion Business
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• v.27 no.3
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• pp.35-49
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• 2023

The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.1 s.1
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• pp.34-45
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• 2004

Hair styles which independently coexist by transcending the time and space under the environment of highly developed information and communication technology of recent years, were analyzed. Moreover the concerned trends of art which influenced on these styles were introduced in this study. Through IT based information exchange produced new hair styles which have the technological images. The characteristics of these hair styles are investigated also. For the examination of yearly trends, hair styles in fashion collections of Yves Saint Larent during 1962 to 1999 were examined and classified. The results show that time variated trends are appeared in this period. For the analysis of the trends of hair styles featuring technological images, hair styles in fashion collection of Christian Dior, Giorgio Armani, Gucci, Jean Paul Gaultier and Chanel in the early 2000s are quoted.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.927-934
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• 2004

The purpose of this study is to examine consciousness of purchasing fashion luxury and to investigate the extent of post-purchase satisfaction among young college students. 400 consumers living in Daejeon were surveyed for the purpose. We used, for a data analysis, descriptive statistics, frequency and ANOVA. The results are as follows: 1) There were significant differences in consciousness of purchasing fashion luxury by demographic variables, such as sex, age, and major. Females with a clothing & textiles major marked higher scores in both interest and preference for fashion luxury. They regarded it as the goods with high price, high brand, and high quality. 2) One of the best items of fashion luxury goods was a watch for the students. Cosmetics was also one of them. Yet, the students were unsatisfied with shoes, bags, apparels, sunglasses, cosmetics, and accessories. 3) Most of college students were willing to purchase bags. The purchasing motives of fashion luxury were to be self conspicuousness, self satisfaction and fashion brand image. 4) Well-known luxury brands were Channel, Gucci, Louis Vuitton, Burburry and Prada. They were also preferred.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.1-14
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• 2016

This study analyzes consumers' preference trend, positive and negative factors in regards to luxury brands by researching changes in the consumer awareness of luxury brands, preference trends and psychological awareness based on big data to suggest a creative business strategy for corporations that can help Korean brands enter global luxury brand markets. The study results are as follows. Preferred items (consumer) psychology, positive awareness and negative awareness were derived based on the last five years of social big data on Korean consumers' preferred brands. First, the Korean consumers' preferred brands for the recent five years indicated that Dolce & Gabbana (2013), ESCADA (2012), Gucci (2011, 2009) and Chanel (2010) were most preferred and Prada, Louis Vuitton, Hermes, Burberry, Fendi, Givenchy and Dior were also shown to be preferred brands. Second, bags (such as shoulder bags) were shown to be the most preferred items for luxury brand items that consumers wished to own. Third, it was analyzed that keywords for consumer psychology in regards to luxury brands included: diverse, new, outstanding, overwhelming, luxurious, glamorous, worldwide, famous, success and good. Fourth, consumers' positive awareness regarding luxury brands included: diverse, luxury, famous, outstanding, perfect, bright and luxurious. Fifth, negative awareness included: price factors of expensive, high price and excessive as well as factors to be improved upon such as old, bland, flashy, crude, unfriendly and fake.