| Abstract |
| Fashion images are considered more important in self-expressive clothing than function-based or low price clothing. Due to rapid changes in fashion trends and consumers` daily access to interactions that stimulate their emotions, modern fashion is becoming ever more complicated. Nowadays, fashion marketings tend to focus on pleasure of consumption with insight into human psychology and emotions. By visualizing consumers` emotions and tastes into colors, forms, and materials, the ultimate goal of the fashion industry is to generate sales. For example, in 1980s, more and more designers started to actively engage in collaborating art with fashion.
Although there had been previous attempts to combine fashion with art, most of them were far from genuine collaboration. However, Marc Jacobs-a designer from New York-was the first person to set a new direction for it. It was the 1990s when fashion designers began to value additional utilities such as beauty, emotion, and uniqueness. Apart from simply trying to promote brand awareness, clothing is designed to provide emotional experiences through brands. Currently, domestic designers are creating various mixes of art and fashion. Thanks to their efforts, clothing is no longer perceived as commercial products. It is rather recognized as products with fashion images representing all kinds of uniqueness and emotions. In recent years, one of the most successful brands in collaboration is Louis Vuitton.
This research aims at identifying consumer behaviors depending on collaboration types of clothing by examining the current situation and defining the relation between fashion and art. To this end, it analyzed consumer behaviors on shopping values, brand sensitivity, and purchase intention according to collaboration types. In this research, 3 factors have been extracted out of the 10 initial factors. Since consumer behaviors may differ in different age, income, and gender groups, follow-up research is needed. Research in this area must continue further in order to inspire the fashion industry to come up with more effective marketing strategies.
The purpose of this research on modern fashion is to encourage emotional marketings in the fashion business to gain more competitiveness as a high-value added industry. |
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| Key Words |
| 콜레보레이션(Collaboration.협업), 패션, 패션 산업, Collaboration, Fashion, Fashion Industry |
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