- Volume 21 Issue 3
DOI QR Code
Comparison of Design Related Issues with the Replacement of Fashion Creative Director - Focused on an Analysis of Social Media Posts on Gucci Collection -
패션 크리에이티브 디렉터 변화에 따른 디자인 연관 이슈 비교 - 구찌 컬렉션에 대한 소셜미디어 게시글 분석을 중심으로 -
- An, Hyosun (Dept. of Fashion Industry, Ewha Womans University) ;
- Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
- Received : 2019.01.23
- Accepted : 2019.03.29
- Published : 2019.06.30
This study analyzes the online issues of design innovation by a fashion creative director. The study selected fashion house Gucci as the main subject and analyzed social media posts. As for study methods, a social matrix program Textom 2.0 collected 13,014 nouns and adjectives using 'Gucci Collection' as a search keyword from Naver Blogs from March to August 2014 and from March to August 2016. Design related issues were derived through semantic network analysis using Ucinet6 and the NetDraw program. The results of the keyword frequency analysis showed that social media user interest for the Gucci collection increased based on the rapid increase in the number of posts from 1,064 to 2,126 after changing the fashion creative director. The results of visualization of semantic network analysis and content analysis also showed that the main issues related to the Gucci collection design changed after the replacement of the fashion creative director. The study found that issues formed around the product information worn by celebrities for promotion purposes during the 2014 period; however, during the 2016 period, issues were formed around 'vintage' and 'retro' runway concepts with design styles related to Alessandro Michele, the new creative director.
- An, H. S., & Park, M. J. (2018). A study on the evaluation of fashion design based on big data text analysis. Journal of the Korean Society of Clothing and Textiles, 42(3), 428-437. doi:10.5850/JKSCT.2018.42.3.428 https://doi.org/10.5850/JKSCT.2018.42.3.428
- Bae, J. (2017, February). 18년 만에 최고 주가 기록한 구찌의 성공 비결 3가지 [Three keys to Gucci's success in 18 Years]. Luxury Insight. Retrieved August 3, 2018, from http://news.chosun.com/site/data/html_dir/2017/02/02/2017020201407.html
- Bella. (2014, April 15). 공동구매, 천송이 구찌원피스 [Co-purchasing, Chun Songi's of Gucci dress]. NAVER Blog. Retrieved April 20, 2017, from https://cafe.naver.com/chicnchic/47835
- Cho, M. A. (2002). 이것이 명품이다 [This is masterpiece]. Seoul: Sijirak.
- Go, E. J. (2009). 럭셔리 브랜드마케팅 [Luxury brand marketing]. Seoul: Yekyong.
- Go, E. J., Lee, M. A., & Lee, M. Y. (2012). 패션브랜드와 커뮤니케이션 [Fashion brand communication]. Paju: Kyomunsa.
- Go, E. J., Kim, E. Y., Park, G. A., Park, E. J., Sung, H. W., Oh, G., Lee, M., Lee, S., Lee, E. Y., & Chi, H. J. (2011). 패션마케팅 사례 연구 [Case studies of fashion marketing]. Paju: Kyomunsa.
- Gucci DIY service. (2018). Gucci mobile application. Retrieved May 31, 2019, from http://www.gucci.com
- Gucci F/W 2014. (n.d.). Vogue. Retrieved May 31, 2019, http://runway.vogue.co.kr/2014/02/20/ready-to-wear-2014-fw-gucci/#0\
- Gucci F/W 2016. (n.d.). Vogue. Retrieved May 31, 2019, http://runway.vogue.co.kr/2016/02/25/ready-to-wear-2016-fall-guccicollection
- Gucci S/S 2004. (n.d.). Vogue. Retrieved May 31, 2019, https://www.vogue.com/fashion-shows/spring-2004-ready-to-wear/gucci)
- Gucci S/S 2006. (n.d.). Vogue. Retrieved May 31, 2019, http://runway.vogue.co.kr/2008/10/15/ready-to-wear-2006-ss-gucci/#0
- Gucci F/W 2004. (n.d.). Vogue. Retrieved May 31, 2019, https://www.vogue.com/fashion-shows/fall-2004-ready-to-wear/gucci#collection
- Gucci S/S 2016. (n.d.). Vogue. Retrieved May 31, 2019, http://runway.vogue.co.kr/2015/09/24/ready-to-wear-2016-ss-gucci-collection
- Holsti, O. R. (1968). Content analysis. The handbook of social psychology. (2nd ed.). MA: Addison-Wesley.
- Hong, J. S., & Oh, I. K. (2016). Image difference of before and after an incident using social big data analysis : Focusing on a ramp return of "K" airline. International Journal of Tourism and Hospitality Research, 30(6), 119-133. doi:10.21298/IJTHR.2016.06.30.6.119 https://doi.org/10.21298/IJTHR.2016.06.30.6.119
- Huunyc. (2016, April 16). 소외; 알렉산드로 미켈레와 뎀나 즈바살리아, 그들만이 사는 세상 [Alienation; Alexandro Michele and Demna Zbassalia, the world in which they alone live]. NAVER Blog. Retrieved April 20, 2017, from https://huunyc.blog.me/220685250189
- Jo, Y., Gwon, M., An, S., & Lee, S. (2003). 디자인 사전 [Design dictionary]. Seoul: Ahngraphics.
- Kim, A. J., & Ko, E. J. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi:10.1016/j.jbusres.2011.10.014 https://doi.org/10.1016/j.jbusres.2011.10.014
- Kim, D. (2004). 명품 마케팅 [Luxury marketing]. Seoul: Miraebook.
- Kim, Y. & Kim, Y. (2016). 사회연결망 분석 [Social network analysis]. Seoul: Pybook.
- Lauren, A. F. (2015, December). 12 fashion designers to follow on instagram. Harpers Bazaar. Retrieved August 3, 2018, from https://www.harpersbazaar.com/fashion/designers/g6553/fashiondesigners-to-follow-on-instagram/?slide=12
- Laver, J. (2005). 서양 패션의 역사 [Costume & fashion: A concise history] (I. Jung, Trans.). Seoul: Sigongart. (Original work published 2002)
- Lee, S. (2012). Network analysis methods. Seoul: Nonhyeong.
- Lee, A. R., & Lee, J. H. (2018). A study of perception of golfwear using big data analysis. Fashion & Textile Research Journal, 20(5), 533-547. doi:10.5805/SFTI.2018.20.5.533 https://doi.org/10.5805/SFTI.2018.20.5.533
- Lim, J. A. (2016). The study on the impact of fourth industrial revolution on the fashion design industry. The Journal of the Korean Society of Art & Design, 19(3), 267-287.
- Marc, T. (2013). Luxury world: The past, present and future of luxury brands (H. Kim, Trans.). Seoul: Culturegrapher. (Original work published 2009)
- Moonblanc. (2016, July 21). 구찌(gucci) 2016 fw-미친 존재감 알렉산드로 미켈레의 아름다운 bag [Gucci 2016 fw-crazy Alessandro Michele's beautiful bag]. NAVER Blog. Retrieved April 20, 2017, from https://blog.naver.com/jjungheeman/220767517632
- Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618 https://doi.org/10.1086/319618
- Park, J. H., & Lee, J. M. (2010). The role of fashion creative director. Journal of Korea Society of Design Trend, 28, 221-230. doi:10.21326/ksdt.2010.28.020
- Ryu, J. (2016, May 31). 구찌, 새로운 DIY(Do It Yourself) 고객 맞춤 서비스 전개 [Gucci, new DIY customer custom service deployment]. Acrofan. Retrieved August 3, 2018, from http://kr.acrofan.com/detail.php?number=1489
- Seok, J. (2016). 디자이너가 사랑한 백 [Desinger's beloved bag]. Seoul:Visionkorea.
- Sh1890. (2014, April 4). 공항 패션/김수현 패션, 김수현이 선택한 공항 패션, 구찌 크루즈 컬렉션 [Airport fashion/Kim Soohyun fashion, airport fashion selected by Kim Soo-hyun, Gucci cruise collection]. NAVER Blog. Retrieved April 20, 2017, from http://sh1890.blog.me/10188776053
- SNS followers. (2019, May 31). Alessandro_michele instagram. Retrieved May 31, 2019, from https://www.instagram.com/stories/ alessandro_michele
- Sxxhx. (2016, June 17). 위시리스트에 가득한 구찌 아이템들, 매 력적인 구찌 가방 & 구찌 슈츠들, 난 지금 구찌 앓이 중 [Full of wish list for Gucci, the attractive Gucci bags & Gucci suits, I have a Gucci crisis now]. NAVER Blog. Retrieved April 20, 2017, from http://souhaitstudios.com/220739056779
- Tagaus. (2016, April 1). 구찌 디자이너/ 알렉산드로 미켈레 [Gucci designer/ Alessandro Michele]. NAVER Blog. Retrieved April 20, 2017, from https://blog.naver.com/tagaus/220671353276
- Union Pool. (2017, March. 10). 패션하우스 제2의 전성기, 주목 해야 할 크리에이티브 디렉터 3인 [The second golden days of fashion house, 3 creative directors to watch]. NAVER Blog. Retrieved August 3, 2018, from https://afterdottegi.blog.me/220954981250.
- Wassen, S., & Faust, K. (1994). Social network analysis: Methods and applications(Vol. 8). England: Cambridge University Press.
- Wedpics. (2014, March 27). 천송이 원피스, 구찌 2014 s/s 드레스예 요 [Chun Songi's Gucci 2014 s/s dress]. NAVER Blog. Retrieved April 20, 2017, from https://blog.naver.com/wedpics/140209389503