Collaborations in Fashion and Arts Across Industry Disciplines

Park, Kyungae; 김수경,

doi:10.5850/jksct.2009.33.7.1152

Cited by 4 publications

(3 citation statements)

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“…"콜레보레이션(collaboration)"이란 두 개 이상의 기업 이 상호대등한 관계로 협업 또는 협력한다는 의미로 브 랜드의 부가가치를 확보하기 위해 파트너와 정보를 공 유하고 의사 결정하는 공동 브랜드 전략이다 (Hong & Hwang, 2008;Kim, 2011;Park & Kim, 2009). 콜레보레 이션은 기업 간의 기술력 공유와 더불어 서로 다른 강 점을 바탕으로 상호보완적인 역량을 결합하여 시장에서 선두적인 역할을 하는 데 사용되고 있다 (Hong & Hwang, 2008;Jeong & Kim, 2008).…”

Section: ) 콜레보레이션 개념unclassified

“…국내 콜레보 레이션 현황은 패션산업 내 동종업체와의 비율이 높으 며, 패션디자이너 또는 아티스트들과 협업하는 경우가 대부분이다 Lee & Park, 2011;Park & Kim, 2009 (Song et al, 2010). 이러한 이종업체 콜레보레이션 은 제품적합성에 의한 상호보완성이 다소 미약함에도 불구하고 (Keller & Sood, 2003;Sung & Lim, 2005), 프 리미엄 이미지를 강화하여 단기간에 매출을 증대시킬 수 있을 뿐 아니라 경영성과를 개선하는데 또한 매우 성공적이라고 지적되고 있다 (Ahn, 2007;Kim & Kim, 2010b).…”

Section: ) 콜레보레이션 개념unclassified

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Consumer Responses toward Fashion Collaboration Brands -Effects of Collaboration Type and Brand Sensitivity-

Kim

Ko²

2012

Journal of the Korean Society of Clothing and Textiles

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This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.

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Section: ) 콜레보레이션 개념unclassified

Consumer Responses toward Fashion Collaboration Brands -Effects of Collaboration Type and Brand Sensitivity-

Kim

Ko²

2012

Journal of the Korean Society of Clothing and Textiles

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“…Consumers want more than just a product which expresses an individual's characteristics and image, especially from a fashion product (Shim, 2006). Thus, a differentiated branding strategy is necessary for a fashion brand to fulfill consumer needs and to achieve competitiveness with regard to fast changing diversified consumption sensibilities and market trends (Jeong & Kim, 2008;Park & Kim, 2009). Brands have to provide not only products but also intangible values such as differentiation, uniqueness and rarity in order to be selected by consumers.…”

Section: Introductionmentioning

confidence: 99%

Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

Kim

Lee

et al. 2014

Journal of Global Scholars of Marketing Science

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Today's consumers tend to focus on uniqueness and on personal and intangible values when making purchase decisions. Thus, companies undertake such innovative strategies as brand collaborations, especially in the fashion industry where brands collaborate with artists, celebrities or other brands to raise awareness, build relationships and achieve competitive advantage through differentiation. However, researchers have not yet focused specifically on luxury and SPA brands to examine how certain fashion collaboration types affect consumer responses and long-term company-customer relationships. In this study, the authors consider luxury and SPA fashion brand collaboration cases and defines their impacts on consumer response and relationships in terms of customer equity drivers, customer lifetime value and customer loyalty. The paper concludes with several academic and industry-related implications to enable further growth of this profitable and innovative brand strategy.

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Expression Types and Aesthetic Characteristics of Animal Sculptures Art-pieces by Billie Achilleos in Art Collaboration with Louis Vuitton

Kim¹,

Jun²,

Kim³

2014

Fashion & Textile Research Journal

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: This study considers expression types and aesthetic characteristics by analyzing Animal sculptures by Billie Achilleos in art collaboration with Louis Vuitton. The conclusions of this study are as follows. First, As for expressin type shown in the art collaboration, it is reflected the historical and cultural value peculiar to a country symbolized through animals. As the aesthetic characteristics of symbolism, it reflects historical identity of country by using an image of a symbolic animal representing a state. Second, as the type shown in physical characteristics of animals by utilizing items in Louis Vuitton directly, it is organically expressed a literal type by directly integrating a form having been designed as a commodity itself into the characteristically physical part of an animal. As the aesthetic characteristics according to this is naturality, the motive of the work having borrowed shapes of diverse animals or insects can be said to have been naturally reflected in the primitive natural beauty. Third, through the deconstruction and recombination of a Louis Vuitton item. the amusement of the aesthetic characteristics was expressed in a type having the structurally embodied dynamic movement of an animal, and is expressing visual fun. Fourth, it uses expression type emphasized a specific part of an animal by decorating accessories in Louis Vuitton partly. The aesthetic characteristics is Ornament, the value of craft decoration is being shown by using colorful visual effects by using materials with the colorful textures and patterns of fabrics or mixing embroidery or beads, and belt decoration.

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Collaborations in Fashion and Arts Across Industry Disciplines

Cited by 4 publications

References 0 publications

Consumer Responses toward Fashion Collaboration Brands -Effects of Collaboration Type and Brand Sensitivity-

Consumer Responses toward Fashion Collaboration Brands -Effects of Collaboration Type and Brand Sensitivity-

Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

Expression Types and Aesthetic Characteristics of Animal Sculptures Art-pieces by Billie Achilleos in Art Collaboration with Louis Vuitton

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