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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 -

  • Received : 2019.01.23
  • Accepted : 2019.03.29
  • Published : 2019.06.30

Abstract

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.

Keywords

contents analysis;fashion creative director;Gucci collection;issue network;semantic network analysis

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