A Study on Latest Trend of Collaboration Appearing in Fashion Industry: Focused on Cases in 2012-2013

Abstract

This study analyzed the type and item of collaboration, national form and purpose_of collaboration in both the domestic and foreign fashion industries in oder to study the trend of collaboration that has appeared in a the field of the recent fashion industry. The analysis focused on 221 collaboration cases from designers in the domestic and foreign fashion industries during the period of January 2012 to December 2013. The cases were collected and analyzed focusing on publications related to newspapers on fashion, internet articles on fashion information sites etc. According to the results of the study, the characteristics of collaboration shown in the recent fashion industry are as follows. First, it can be observed that a portion of collaboration in the two different industries was very high. Second, through the high portion of cases where collaboration between foreign companies was made, it could be found that the world fashion market is enormous: moreover, domestic brands tended to borrow foreign brand images. Third, it was known that fashion companies are very interested in establishing a positive company image and sharing feeling with consumers by implementing collaboration in oder to appeal to consumers' emotions. Therefore, it shoud be done an effective collaboration implement for the development of fashion industry that an understanding of partner, a study of fashion image through development item, an established image foundation of domestic brand, a correct analysis for reflecting artistic image, an effective collaboration implement for the development of fashion industry.

The perceived value of digital fashion product and purchase intention: the mediating role of the flow experience in metaverse platforms

“…Collaboration has been regarded as a strategic approach to entering a new industry (Park, 2010). Due to the nature of fashion consumption, which values exposure and emotional experience, fashion brands' collaborations with various non-fashion industries have been known to improve their brands' image and increase sales, particularly in the IT or mobile industry (Lee, 2015;Kim et al, 2023).…”