DOI QR코드

DOI QR Code

Study on the Digital Storytelling Types and Characteristics of Fashion Designer Brands

패션 디자이너 브랜드의 디지털 스토리텔링 유형과 특성

  • Hong, Yun Jung (Dept. of Human Environment Design, Yonsei University) ;
  • Kim, Young In (Dept. of Human Environment Design, Yonsei University)
  • 홍윤정 (연세대학교 생활디자인학과) ;
  • 김영인 (연세대학교 생활디자인학과)
  • Received : 2013.08.03
  • Accepted : 2013.10.11
  • Published : 2013.12.31

Abstract

The purpose of this research is to systemize the fashion digital storytelling by analyzing the communication method and its elements, and extracting the characteristics and processes of digital storytelling. Based on the previous study on the characteristics and types of storytelling the following things have been researched: 1) the process of digital storytelling in the communication process, 2) the concept and the feature of the academia of digital storytelling 3) storytelling in the document research. On the groundwork of the document research, we were able to sort out the various types, and formed a system of the features in the fashion digital storytelling cases, mainly in the four collections (Milan, Paris, London, New York) from 2000's to recent years of 2010. The types of fashion digital storytelling are episode type, narrative type, and creative type. The characteristics of each of the types are as follows. Firstly, the episode type communicates through the digital media based on the information or fact of the fashion designer brand. Secondly, narrative type communicates with the consumers using previous literature or an existing idea of the original cultural form that is rearranged in digital story expressed by the digital media. Lastly, creative type makes the designer's and consumer's susceptibility and creativity communicate through the newly made story, which expresses the unique originality of the designer. It seems that the cases and studies of using the fashion digital storytelling will increase because of its short history and lack of the case study. Fashion designer brands will show their brand image using the digital storytelling because they are able to better express originality, creativity and imagination of the fashion designer, which were factors that could not be conveyed through fashion alone.

References

  1. 최혜실 외 (2007), 문화산업과 스토리텔링, 서울: 다할미디어, p. 10.
  2. 성유정 외 (2009), 패션쇼를 위한 패션 스토리텔링 기법의 설계, 한국의류산업학회지, 11(6), p. 211.
  3. 최혜실 외 (2007), 문화산업과 스토리텔링, 서울: 다할미디어, p. 12.
  4. McLuhan, M. (1964), Understanding media: the extensions of man, Corte Madera, CA: Gingko Press. pp. 7-8.
  5. 이인화 외 (2004), 디지털 스토리텔링, 서울: 황금가지, p. 15.
  6. 전경란 (2003), 디지털 내러티브에 관한 연구, 이화여자대학교 대학원 신문방송학과 박사학위논문, pp. 11-21.
  7. 김소영, 양숙희 (2002), 패션 커뮤니케이션 매체와 이상적 신체미(제 1보), 복식, 52(7), pp. 139-154.
  8. 박혜원 (2000), 문화 전이의 시각에서 본 젠 패션 연구, 한국학술정보, 4(1), p. 74.
  9. McLuhan, M. 1964. Understanding media: the extensions of man, Corte Madera, CA: Gingko Press., pp. 119-122..
  10. 고은주 외 (2009), 패션 마케팅: 현재와 미래, 서울: 박영사, p. 193.
  11. Paul Jobling (1999), fashion spreads: word and image in fashion photograpy since 1980, Oxford & NY: Berg, pp. 1-3.
  12. 유용희 (2006), 여성 패션잡지 의류광고의 크리에이티브 요소와 소비가치에 관한 내용분석 연구, 홍익대학교 광고홍보대학원 광고홍보전공 석사학위논문, p. 76.
  13. Solomon, Michael R., & Nancy J. Rabolt (2004), Consumer behavior: in fashion, New Jersey: Prentice Hall, p. 322.
  14. 고은주 외 (2009), 패션 마케팅: 현재와 미래, 서울: 박영사, p. 178.
  15. 홍혜림 (2010), 디지털 영상을 활용한 패션쇼의 커뮤니케이션 특성, 연세대학교 대학원 석사학위논문, p. 23를 참고로 저자가 재구성.
  16. 홍혜림 (2010), 디지털 영상을 활용한 패션쇼의 커뮤니케이션 특성, 연세대학교 대학원 석사학위논문, p. 22를 참고로 저자가 재구성.
  17. 다큐 10-"마크제이콥스, 열정을 디자인하다", "두려움 없이 변화하라", 자료검색일 2010. 4. 3, www.ebs.co.kr.
  18. "The Day before Fendi", 자료검색일 2010. 4. 3, www.fendi.co.kr.
  19. "CoCo 1913-Chanel 1923", 자료검색일 2010. 4. 3, http://www.chanel.com.
  20. "Core value film: Art du Voyage", 자료검색일 2010. 4. 3, www.youtube.com.
  21. "Platonic Crush", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  22. "Transformer: the Bridegroom Stripped Bare", 자료검색일 2010. 4. 3, http://www.showstudio.com.
  23. "Thunder Perfect Mind", 자료검색일 2010. 4. 3, http://www.prada.com.
  24. "Trembled Blossoms", 자료검색일 2010. 4. 3, http://www.prada.com.
  25. "Superflat First Love' & 'Superflat Monogram", 자료검색일 2010. 4. 3, www.youtube.com.
  26. "Plato's Atlantis-2010 S/S", 자료검색일 2010. 4. 3, http://www.alexandermcqueen.com.
  27. 자료검색일 2010. 4. 3, http://www.chaneln5.com.
  28. "Fallen Shadow", 자료검색일 2010. 4. 3, http://www.prada.com.
  29. "The Lady Noir Affair", 자료검색일 2010. 4. 3, http://www.ladydior.com.
  30. "Eyes of Mars Lady Rouge", 자료검색일 2010. 4. 3, http://www.ladydior.com.
  31. "The Blue Shanghai", 자료검색일 2010.5.30, http://www.ladydior.com.
  32. "Audition", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  33. "Interval", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  34. "Cakes", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  35. "Automne Hiver 2009-2010", 자료검색일 2010. 4. 3, http://www.vanessabruno.com.
  36. "Le bel ete", 자료검색일 2010. 4. 3, http://www.vanessabruno.com.
  37. "Gareth Pugh 2009 F/W presentation", 자료검색일 2010. 4. 3, http://www.showstudio.com.
  38. "Melinda", 자료검색일 2010. 4. 3, http://www.diametre.fr/YSL.
  39. "The Veil", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  40. "String", 자료검색일 2010. 4. 3, http://www.fly16x9.com.
  41. 홍혜림 (2010), 디지털 영상을 활용한 패션쇼의 커뮤니케이션 특성, 연세대학교 대학원 석사학위논문, pp. 78-79를 참고로 저자가 재구성.
  42. "The Thunder Perfect Mind", 자료검색일: 2010. 4.3, http://en.wikipedia.org/wiki/The_Thunder,_Perfect_Mind.

Cited by

  1. Consumer's Perception of Types of Fashion Film vol.39, pp.4, 2015, https://doi.org/10.5850/JKSCT.2015.39.4.545
  2. A Research on the Communication Characteristics of Fashion Film : Focused on Chanel, Prada, Kenzo, Alexander Wang vol.40, pp.2, 2016, https://doi.org/10.5850/JKSCT.2016.40.2.315
  3. Characteristics and Categorization of Fashion Films vol.66, pp.4, 2016, https://doi.org/10.7233/jksc.2016.66.4.128