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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.2, 2018년, pp.278 - 297
정정희 (성균관대학교 의상학과) , 임은혁 (성균관대학교 의상학과)
This study examines the concept and type of art marketing used by luxury fashion brands as well as to elucidate the productive outcome of art marketing based on art marketing case studies. The research methods adopted in this study were a literature review and case studies. The scope of the research...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
럭셔리 패션브랜드는 어떻게 정의할 수 있는가? | 패션브랜드란 특정 패션업체가 생산한 패션제품이 타업체의 제품과 식별이 용이하고 생산제품과 서비스에 확실한 책임을 지겠다는 의도를 붙여 사용하는 패션제품의 이름(Eom, 2002)으로 럭셔리 패션브랜드를 ‘고품질의, 수공예적인, 창조적인, 그리고 문화적 전통을 갖고있는 고전적인 패션제품의 이름’이라고 정리하였다. 이러한 럭셔리 패션브랜드들은 유럽의 럭셔리 브랜드 연합에 소속되어있다. | |
아트 마케팅의 유형은 어떻게 구분할 수 있는가? | 아트 마케팅의 유형은 일반적으로 마케팅 믹스인 상품(Product), 가격(Price), 유통 (Place), 촉진(Promotion) 즉, 4P와 서비스 마케팅 개념을 빌어 사람(People), 물리적 실체(Physical Evidence), 과정(Process)을 추가한 7P의 요소로 기업 측면에서의 아트 마케팅을 위한 마케팅 믹스(Marketing Mix)를 구분할 수 있다(Kim et al., 2005). | |
'문화 · 예술적 이미지'가 접목된 제품 및 마케팅의 장점은 어떤 분야에서 더 돋보이는가? | ‘문화 · 예술적 이미지’가 접목된 제품이나 마케팅은 매출 향상 뿐 아니라 브랜드에 대한 긍정적인 태도를 형성시킴으로써 궁극적으로 기업이미지나 브랜드 가치를 제고시키는 효과를 함께 창출하며, 브랜드의 신뢰를 일으키는 요소로 작용함으로써 타 브랜드와는 다른 차별성을 부여한다. 특히 패션디자인 측면에서 함께 보여질 경우, 패션브랜드로서 일관된 브랜드 이미지를 강화하게 되며 직접적인 매출로도 연결되는 장점이 있다. |
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