- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
A Case Study of Art Marketing in Fashion Brand
A Case Study of Art Marketing in Fashion Brand
Hwang, Choon-Sup (Dept. of Clothing & Textile, Kyung Hee University)
- 다운로드 수
- 조회수
Abstract
Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.
- keywords
- Art Marketing, Art Marketing Management, Emotional Marketing, Culture Marketing, Collaboration
참고문헌
Back, Jeong-Hyun, & Bae, Soo-Jeong (2012). A Study on the Application of Art and Culture in Luxury Fashion Brand - Focused on PRADA's Case-. Journal of Fashion Business, 16(5), 146-163.
Cho, Hye-Duk, Hwang, Jae-Kwang, & Lee, Sang-Yoon (2011). A Study on the Aesthetic Art Marketing Communication of Luxury Brand Using. Journal of Distribution Science, 9(3), 73-82.
Complex Art Design (2013). The 50 Best Artist Collaborations in Fashion. Retrieved May 25, 2103, from http://www.complex.com/art-design/ 2013/04/the-50-best-artist-collaborations-in-fashion/
Dazed digital (2012). Mark Colle - In Bloom: The Antwerp based florist talks about collaborating with Raf Simons and the relationship between fashion and flowers. Retrieved May 03, 2013, from http://www.dazeddigital.com
DeZeen Magazin (2009). Maison Hermès Window Display by Tokujin Yoshioka, Masion Hermès Tokyo. Retrieved April 30, 2013, from http://www.dezeen.com/2009/12/07/maison- hermes-window-display-by-tokujin-yoshioka/
Hermes Foundation Missulsang (2012). Hermes Foundation Missulsang 2012 at the Atelier Hermes. Retrieved September 08, 2013, from http://en.fondationdentreprisehermes.org
I-D (2012). COMME des GARÇONS, Paris. October 01. Retrieved May 08, 2013, from http://i-donline.com/2012/10/comme-des-garcons- paris-300912/
Jezebel (2011). A History of Fashion's Appropriation Of Art. June 11. Retrieved April 8, 2013, from http://jezebel.com/5814196/a-history-of-fashions-appropriati on-of-art-[nsfw]/
Ju, Seon-Hee (2012). The Characteristics of Art Collaboration Product affect Consumer’s Emotion: The Moderating Effect of Need for Uniqueness. Journal of Marketing Management Research, 17(1), 47-77.
Kate Spade (2013). Claudette dress in Mondrian. Retrieved March 15, 2013, from http://www.katespade.com/claudette- dress-in-mondrian/NJMU2214,en_US,pd.html
Kim, Ji-Yeong (2008). The effect of consumers needs for uniqueness on brand awareness, brand loyalty and purchasing intention and the effect of consumer’s interest in clothing. Korea Fashion and Costume Design Association Design Journal, 10(1), 103-105.
Kim, So-Young, Kwon, Soon-Won, & Lee, Yeun-Joo (2009). Patterns of Corporate Cultural Marketing in Korea. The Journal of the Korea Contents Association, 9(1), 254-269.
Kim, Young-Mi, & Gang, Byoung-Suk (2012). A Study on the Characteristics of Art Marketing Observed in Contemporary Fashion. A Basic Design Study, 13(2), 99-111.
Lee, Yun-Kyung, Shin, Kyu-Hee, & Hwang, Sun-Jin (2009). Strategic Culture Marketing Enhancing Brand Image and Customers' Loyalty. Journal of the Korean Society of Costume, 59(5), 167-179.
Lee, Dong-Yi (2012). Design Value about Art Marketing Research on the Impact on the Corporate Brand. Journal of Korean Society of Communication Design, 19(2), 270-280.
LIM+É (2008). Louis Vuitton 5th Ave. Store Design by Takashi Murakami. November 9. Retrieved May 08, 2013, from http://www.limitemagazine.com/2008/11/louis-vuitton- 5th-ave-store-design-by-takashi-murakami/
Lobo, Hillary, Giammalvo, Gregory, & Quinn, Raymond (2003). Prada Epicenter in New York. THE ARUP JOURNAL, January, Retrieved May 01, 2013, from http://tendenciasdemoda.files.wordpress.com/2010/06/prada -epicenter.pdf
Matt Tyrnauer (2008). Partnership of the Traveling Bags. Vanity Fair, June. Retrieved March 15, 2013, from http://www.vanityfair.com/culture/features/2008/06/chanel200806
New York Observer (2008). Louis Vuitton's Richard Prince Party Had Denise Rich Buying Bags, Missing Murakami. January 10. Retrieved March 23, 2013, from http://observer.com/2008/01/louis-vuittons-richard-prince-par ty-had-denise-rich-buying-bags-missing-murakami/
OMA-designed exhibition of the Prada skirt collection (2004). PRADA WAIST DOWN, JAPAN, TOKYO. Retrieved April 30, 2013, from http://www.oma.eu/projects/2004/prada-waist-down
Park, Nam-Goo (2010). A Study on the Meaning and Strategy of Keyword Advertising Marketing. Journal of Distribution Science, 8(3), 49-56.
Park, Jeong-Hei (2010). A Study on Art Marketing Trends to Improve Brand Awareness. Korea Science and Art Forum, 7(1), 2-10.
Rem Koolhass (2001). Galinsky, Prade Flagship Store NYC by Rem Koolhass (OMA) 2001. Retrieved May 01, 2013, from http://www.galinsky.com/buildings/prada/
Prada Marfa (2013). The House of Gray Malin Photography, Collection. Retrieved April 30, 2013. from http://maisongray.com/shop/prada-marfa/cat_2.html
Rhee, Soo-Cheol, & Kim, So-Hyun (2009). A Study on the Collaboration of Art and Fashion Brand. Journal of the Korea Society of Design Culture, 15(13), 226-233.
Rhee, Soo-Cheol, & Lee, Eun-Kyung (2011). A Study on Characteristics of Luxury Brands' Art Marketing through Flagship Store-Concentrated on Louis Vuitton and Prada Shops-. Journal of Korean Society of Design Culture, 17(1), 401-412.
Rong Li, & Xu Tianyu (2011). Advertisement Design Cultures in Luxury Apparel Brand. Journal of Korea & China Fashion Industry-Academy, 2(1), 134-143.
Sophie Arie (2005). Milan bans Da Vinci parody. The Guardian, February 04. Retrieved August 15, 2013, from http://www.theguardian.com/world/2005/feb/04/media.arts
Trendhunter(2008). Reebok’s Birth of Venus. March 22. Retrieved Aug. 20, 2013, from http://www.trendhunter.com/trends/reeboks- birth-of-venus
VOUGE Daily (2012). All the Runway’s a Stage: Rachel Feinstein’s Set Design for Marc Jacobs. February 14. Retrieved May 03, 2013, from http://www.vogue.com/vogue-daily/article/-all-the-runways-a-st age-rachel-feinsteins-set-design-for-marc-jacobs/#1
VOGUE (2012). News: The Story Behind Louis Vuitton’s Spectacular Show Set. December 13. Retrieved April 8, 2013, from http://www.vogue.co.uk/news/2012/12/13/daniel- buren-louis-vuitton-spring-summer-2013-catwalk- show-set
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수