• Title, Summary, Keyword: art collaboration

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How to Select Art Collaboration Artists? (아트 콜라보레이션의 협력 작가 선택 요인)

  • Lee, Eunea;Shin, Hyung Deok;Yu, Gun Jea
    • The Journal of the Korea Contents Association
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    • v.14 no.8
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    • pp.374-381
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    • 2014
  • We investigated what target (a nationality of an artist) firms select when they are engaged in art collaboration. We identified 137 cases of art collaboration between 2005 and 2013 through the analysis of news contents and we found that Korean firms prefer to artists whose nationality is same with that of those firms. In addition, such preferences disappear when the target of art collaboration is durable goods. This implies that Korean firms prefer to artists whose nationality is different from them in art collaboration because the collaboration with those artists help firms increase product reputation although a collaboration process is not favorable to those firms.

The Characteristics and Meaning of Art Collaboration in the Luxury Louis Vuitton Brand -Focusing on Bags Since 2000- (럭셔리 브랜드 루이 비통(Louis Vuitton)의 아트 콜라보레이션 특징과 의미 -2000년 이후 가방을 중심으로-)

  • Kim, Hyunjeong;Park, Hyewon
    • Journal of Fashion Business
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    • v.24 no.2
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    • pp.100-118
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    • 2020
  • The purpose of this study was to identify the characteristics and meaning of collaboration with artists who have been with Louis Vuitton, focusing on bags, which are representative products of the luxury Louis Vuitton brand, -The research method was literature research and case studies. The theoretical study was based on previous studies and literature examine the concept and type in collaboration and to examine the trend in fashion and art collaboration. The case study was conducted after 2000 by collecting collaborative works between Louis Vuitton and artists based on their homepage, fashion information, and collection sites. Five artists and six artists(Sam Falls, Urs Fischer, Nicholas Hlobo, Alex Israel, Tschabalala Self and Jonas Wood), including Stephen Sprouse, Richard Prince, Takashi Murakami, Kusama Yayoi, and Jeff Koons, were analyzed for the art collaboration cases and contents that were conducted mainly on bags. This study found the following collaboration characteristics: first, classic image innovation: fun and lightness; second, deviating from the boundaries of fashion bags: the art of life, and third, building high-end luxury brand differentiation: scarcity and the introduction of authorism. It is expected that the basic data will be presented in the study of art collaboration design of fashion bags as well as academic data on the differentiation of luxury brands and the artisticization of products in the future.

Influence of consumer attitudes toward fashion art marketing on purchase intention (패션 아트마케팅에 대한 소비자 태도가 구매의도에 미치는 영향)

  • Park, Ji hye;Hwang, Choon Sup
    • The Research Journal of the Costume Culture
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    • v.23 no.3
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    • pp.353-367
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    • 2015
  • This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

An Observation on Characteristic of Mutual-borrowing Paradigm in Twentieth Century Fashion and Art (20세기 패션과 예술의 상호차용화(相互借用化) 패러다임 특성 고찰)

  • Park, Shin-Mi
    • Journal of the Korean Society of Costume
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    • v.61 no.7
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    • pp.80-100
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    • 2011
  • The purpose of this research is to classify that fashion and art in the twentieth century broadened the creative field by individually applying each other's ideas or through collaboration. This paper analyses the work of individual artists and fashion designers who created work on the boundaries of fashion and art. These samples are selected to extract features related to specific periods as it is proposed that contemporary creation has been developed from a combination of fashion and art, sharing their distinct concerns. Accordingly, this research will focus on the collaboration between fashion and art in the twentieth century from the aspect of 'fashion into art'/'art into fashion' in order to analyse the historical flow, and thereby examine the relationship between fashion and art. The cross-fertilization between fashion and art was initiated as an imitation of form in the early twentieth century, and led to a 'new cross-disciplinary form' which exists on the boundary of fashion and art. This paper considers the relationship between fashion and art from the perspective of sharing intrinsic concepts and the creation of a new creative sphere. It analyses the characteristics of the works of fashion designers and artists whose works lie on the boundary between fashion and art.

Effect of Creative Thinking through Art Collaboration Class (아트 콜라보레이션 수업을 통한 창의적 사고의 효과)

  • An, Ji-Su;Huh, Yoon-Jung
    • Journal of the Korea Convergence Society
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    • v.10 no.7
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    • pp.121-131
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    • 2019
  • Art Collaborative advertising uses creative works that are not related directly to the product and recreates it as a more valuable product. Creative thinking acts as a core value. The purpose of this study is to investigate the effect of creative thinking using mind map and SCAMPER technique in art collaboration class. After analyzing the art collaboration advertisement class for 6 students in middle school, we analyzed characteristics between creative technique and creativity through student activities and work. The results were as follows. First, creative thinking ability of students who experienced art collaboration showed flexibility and originality in SCAMPER, and fluency in mind map. Second, throughout the course, we were able to observe elaboration, which embodied tough ideas and developed depth. This study will contribute to the research related to the improvement of students' creative convergence case by meeting two or more areas and collaborating on each core competency.

Interdisciplinary Issues in Collaboration of Art and Technology (예술과 공학의 학제간 공동작업 상의 문제점들)

  • Hwang, In;Yoon, Joong-Sun
    • 제어로봇시스템학회:학술대회논문집
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    • pp.529-529
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    • 2000
  • The collaboration of art and technology has been gaining much popularity recently. However, during the collaborating process, proper interactions between these interdisciplinary areas often do not occur. Recent collaborations by ASTA(Arts, Sciences & Technology in Asia), an interdisciplinary project team of artists and engineers, are introduced to explore some desirable virtues for the successful practices of interdisciplinary.

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A Study of the Art Mode in Modern Fashion (현대패션에 나타난 아트모드에 관한 연구)

  • Kim, Sun-Young
    • Journal of the Korean Society of Costume
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    • v.59 no.8
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    • pp.1-14
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    • 2009
  • This study was aimed to make clear fashion is an expression art displaying not only functional or commercial aspects, but creative functions as an artistic work by analyzing Art Mode and its values, and to help develop more creative design by combining fashion with art. In terms of method, relevant documents, precedent studies, and the works announced in domestic and foreign fashion collections, such as Vogue, Fashion News, Gap, and Collections from 2000 to 2009. According to the findings, artistic works were used by the Art Mode in modern fashion. The respect of artists was expressed using historic famous painting works or current works in various fields, designers' individuality was shown by directly applying work messages to clothes, and fashion design was converted into a tool to communicate the messages like artistic works. Second, the various styles, using the formative character of modern art styles from animalism to modern abstractism, showed the creativity of design, transformed art into the art that enables to see the image of modern art, and presented the possibility of developing into a newer creative design through the application of numerous art styles and the transformation of ideas. Third, the collaboration with artists was used. Fashion designers or fashion brands tried to change the images of works or brands in partnership with artists or to increase differentiated images. The future direction of fashion is a pursuit of new form and content to express fashion, not simply to use artistic works. It is expected that such pursuit will lead to more creative and artistic fashion design.

A Case Study of Art Marketing in Fashion Brand

  • Hong, Sung-Sun;Hwang, Choon-Sup
    • The Journal of Distribution Science
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    • v.11 no.11
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    • pp.19-32
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    • 2013
  • Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

A Study of Art Marketing Using Korean Features (한국적 요소를 활용만 아트마케팅 현황 고찰)

  • Hong, Jung-Young;Park, Eun-Kyung
    • Journal of the Korean Society of Costume
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    • v.59 no.7
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    • pp.140-153
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    • 2009
  • In the 21st century called an age of culture and art beyond the information and technology, many companies are developing various art marketings. Cases of the art marketing especially utilizing Korean features among art marketings are being increased recently. It is creating new values as a characteristic based on the cultures value of Korea. This thesis examined cooperative product development focusing on collaborative trends between designers, artists and companies through research on product and art marketing using Korean features. Additionally, by studying features of culture promotional event including exhibition and contest sponsorship, advertisement and packaging and the meaning of futures art marketing were discussed. Though, to date, academic researches have not been thoroughgoing enough in this field, it is considered that cultural product commercializing cultural particularity can strengthen the national image with acknowledgement of the global value as the art marketing using Korean features can contribute to improve recognition and the national image. Based upon this study, the value of Korean features on which custom culture of Korea dwells will be able to give a help to the designer and artist for progressing collaboration with companies as well as the companies for introducing new cultural characteristic to marketing, in the future-proof point of view. Additionally, it will be able to help the government planning the policy for intensifying the national image as a reference.

Expression Types and Aesthetic Characteristics of Animal Sculptures Art-pieces by Billie Achilleos in Art Collaboration with Louis Vuitton (Louis Vuitton과 Billie Achilleos의 아트 콜라보레이션에 나타난 동물조각 예술작품의 표현 유형과 미적 특성)

  • Kim, Jang Hyeon;Jun, Yuh-Sun;Kim, Young Sam
    • Fashion & Textile Research Journal
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    • v.16 no.2
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    • pp.196-207
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    • 2014
  • 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.