트레이딩 업으로서 디자이너와 브랜드의 콜라보레이션 사례 연구 (A Case Study of Collaboration with Designer and Brand as Trading up)

서지정보

· 발행기관 : 한국패션디자인학회
· 수록지 정보 : 한국패션디자인학회지 / 8권 / 3호 / 79 ~ 94페이지
· 저자명 : 김민정, 박은경

초록

The new consumption trends in the 21st century are the desires of variety based on individuals. The
trading up phenomenon that leads the changes of consumption culture spreading over the whole
industrial sections satisfies the desire of consumer's senses. In addition, as the art generation that is taking
root as a new consumption stratum is increasing, approach to art works is getting fast and preference
is getting higher. This influence can be called a motive to expedite collaboration with designers and
brands. Furthermore, collaboration with famous artists leaped into a social overall trend and the reason
why its area is expanding is not because it means that a fashion is trend but because it means that
fashion is expanding to ‘lifestyle of fashion’ so that the consumer's desire area is changing.
This study investigated cases in order to realize how collaboration influences the win-win effect of
designers and brands and the image raise of brands and products and whether it is in compliance with
the purpose of marketing activities by analyzing collaboration in progress of various fields. The various
discussions on the meaning and development method of collaboration that is rising as an active
marketing skill in lest than a few years can be considered to be an important variation in marketing
activities in the future.
Fashion evolves as time passes on and accordingly fashion and its related surroundings are developing
together. In this connection, consumer’s desires also differentiate and as a countermeasure of this, the
role of collaboration will be a more important rising factor as trading up in the design industry and
marketing industry in the future.

영어초록

The new consumption trends in the 21st century are the desires of variety based on individuals. The
trading up phenomenon that leads the changes of consumption culture spreading over the whole
industrial sections satisfies the desire of consumer's senses. In addition, as the art generation that is taking
root as a new consumption stratum is increasing, approach to art works is getting fast and preference
is getting higher. This influence can be called a motive to expedite collaboration with designers and
brands. Furthermore, collaboration with famous artists leaped into a social overall trend and the reason
why its area is expanding is not because it means that a fashion is trend but because it means that
fashion is expanding to ‘lifestyle of fashion’ so that the consumer's desire area is changing.
This study investigated cases in order to realize how collaboration influences the win-win effect of
designers and brands and the image raise of brands and products and whether it is in compliance with
the purpose of marketing activities by analyzing collaboration in progress of various fields. The various
discussions on the meaning and development method of collaboration that is rising as an active
marketing skill in lest than a few years can be considered to be an important variation in marketing
activities in the future.
Fashion evolves as time passes on and accordingly fashion and its related surroundings are developing
together. In this connection, consumer’s desires also differentiate and as a countermeasure of this, the
role of collaboration will be a more important rising factor as trading up in the design industry and
marketing industry in the future.

참고자료

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