• 패션비즈니스
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• 제24권2호
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• pp.100-118
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• 2020

The purpose of this study was to identify the characteristics and meaning of collaboration with artists who have been with Louis Vuitton, focusing on bags, which are representative products of the luxury Louis Vuitton brand, -The research method was literature research and case studies. The theoretical study was based on previous studies and literature examine the concept and type in collaboration and to examine the trend in fashion and art collaboration. The case study was conducted after 2000 by collecting collaborative works between Louis Vuitton and artists based on their homepage, fashion information, and collection sites. Five artists and six artists(Sam Falls, Urs Fischer, Nicholas Hlobo, Alex Israel, Tschabalala Self and Jonas Wood), including Stephen Sprouse, Richard Prince, Takashi Murakami, Kusama Yayoi, and Jeff Koons, were analyzed for the art collaboration cases and contents that were conducted mainly on bags. This study found the following collaboration characteristics: first, classic image innovation: fun and lightness; second, deviating from the boundaries of fashion bags: the art of life, and third, building high-end luxury brand differentiation: scarcity and the introduction of authorism. It is expected that the basic data will be presented in the study of art collaboration design of fashion bags as well as academic data on the differentiation of luxury brands and the artisticization of products in the future.

• 패션비즈니스
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• 제9권4호
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• pp.30-43
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• 2005

The purpose of this study is to examine the ladylike style of Grace Kelly focusing on her costume design of 1950s movie and star image, and to understand how she became a fashion icon today. Her city elegant look was usually composed of A line or H line suits and dresses, pearl jewelry, gloves, handbags and her classic ladylike attitude. Kelly's luxury casual look epitomized a relaxed elegance based on the American sporting image including the Hermes "Kelly" bag. Her sexual elegant look showed the combination of freshness, ladylike virtue and underlying sex appeal. Her self-confident, ladylike style appeals to modern fashionable women who likes to be elegant but also sexy.

• 한국패션뷰티학회지
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• 제4권1호
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• 복식문화연구
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• 제27권6호
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• pp.645-653
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• 2019

Laundry services are becoming more specialized and diversified. Therefore, this study investigated consumers' perceptions of professional laundry shops by analyzing social media data. For this purpose, text data from blogs, cafés, and Q&A sections ('Ji-Sik-In') on the portal site, naver.com, was collected. Sixty-four keywords were extracted from 2,213 social texts and transformed into a one-mode matrix using KrKwic, a program for the analysis of Korean text. Semantic network analysis was conducted to understand the network structure and the results were visualized using NodeXL. Keywords included fashion items and materials that require specialized professional laundry services, words related to the establishment of laundry shops, and laundry shop brands. Essential keywords of professional laundry shops included 'luxury,' 'footwear,' 'removal,' 'bag,' 'leather,' 'sneakers,' 'padding,' 'premium,' 'dyeing,' and 'franchise.' These results could be used to deduce that consumers perceive a professional laundry shop as a franchise shop offering specialized professional laundry services. A cluster analysis was conducted to identify the types of consumer perceptions of professional laundry shops. The network was divided into three groups: 'specialized professional laundry service,' 'laundry and repair of winter coats and jackets,' and 'the establishment of a professional laundry shop.' According to the results, consumers perceive professional laundry shops as franchises that offer specialized professional laundry services rather than general laundry services. Therefore, professional laundry shops need a strategy to develop special laundry services that differentiate them from other companies and communicate with consumers about these services.

• 헤리티지:역사와 과학
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• 제55권1호
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• pp.133-150
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• 2022

21세기는 '문화경쟁' 시대라고 말해도 과언은 아니다. 국제화 시대를 살아가고 있는 오늘날 우리는 '자국의 정체성'을 문화에서 찾으려 한다. '문화'란 그 민족이 살아온 발자취를 고스란히 담고 있는 자국민의 독특한 민족성을 말한다. 세계는 하나의 다차원적인 지구로 변해가는 이 시점에서 민족적 고유성과 독창적 조형성을 담은 전통 문양은 자국민을 대표하는 브랜드다. 프랑스의 명품 브랜드 고야드 문양은 수작업 과정에서 자연스럽게 생성된 Y자형 패턴을 볼 수 있다. 이 문양은 160년이 지난 오늘날 프랑스를 대표하는 기업 브랜드로 세계적인 명성을 자랑한다. 반면 저소득국가의 경우 직물을 직조하는 과정에서 자연스럽게 만들어진 문양은 민족적 고유한 미의식으로 계승되어 지구촌 사람들로부터 사랑받고 있다. 이처럼 다차원적인 세계를 살아가는 지구촌 사람들은 자국의 문화를 계승하려는 의지와 타민족의 고유한 문화를 보존하려는 이른바 '지구는 하나라는 시각(One Planet Perspective)' 프레임 워크를 실현하고자 한다. 예를 들어 콜롬비아의 '와유 부족'은 2013년 식수난으로 국제 구호기구들이 이들을 찾아가 구호품을 전달하는 과정에서 핸드메이드 제품인 '모칠라백'을 발견하게 된다. 이것이 계기가 되어 유럽과 한국에서도 이를 수입하여 판매를 결정한 것은 '와유 부족'의 생계에 도움을 주고자 함이다. 또한 소수 부족의 전통문화 속에서 천 년 동안 진화해 온 미적·문화적 가치는 유네스코에 등재되어 세계적으로 보존되고 있다. '문화란 하루아침'에 형성된 것이 아니라 적어도 100년 이상 지속되면서 그 시대의 트렌드에 적용된 문양은 기업을 대표하는 브랜드다. 또한 나아가 국가 정체성을 반영한 문양은 민족적 고유한 미의식으로 계승되기도 한다. 우리는 민족적 고유한 미의식을 계승하고 있으나 이를 현대적인 추세에 맞게 창의적이고 심미적으로 재해석한 실용적 가치를 보여주는 전통 문양 브랜드는 없다. 이에 본연구는 세계의 문양 브랜드 전략을 파악하고 한국 기업 브랜드의 문제점을 제시하고자 한다.