Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Latest Trend of Collaboration Appearing in Fashion Industry: Focused on Cases in 2012-2013

패션산업에 나타난 콜라보레이션 최신 경향 연구: 2012-2013년 사례를 중심으로

  • Park, Yuri (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Cho, Kyeongsook (Dept. of Fashion Design, Sungkyunkwan University)
  • 박유리 (성균관대학교 의상학과) ;
  • 조경숙 (성균관대학교 의상학과)
  • Received : 2014.03.13
  • Accepted : 2014.06.05
  • Published : 2014.06.30
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Abstract

This study analyzed the type and item of collaboration, national form and purpose_of collaboration in both the domestic and foreign fashion industries in oder to study the trend of collaboration that has appeared in a the field of the recent fashion industry. The analysis focused on 221 collaboration cases from designers in the domestic and foreign fashion industries during the period of January 2012 to December 2013. The cases were collected and analyzed focusing on publications related to newspapers on fashion, internet articles on fashion information sites etc. According to the results of the study, the characteristics of collaboration shown in the recent fashion industry are as follows. First, it can be observed that a portion of collaboration in the two different industries was very high. Second, through the high portion of cases where collaboration between foreign companies was made, it could be found that the world fashion market is enormous: moreover, domestic brands tended to borrow foreign brand images. Third, it was known that fashion companies are very interested in establishing a positive company image and sharing feeling with consumers by implementing collaboration in oder to appeal to consumers' emotions. Therefore, it shoud be done an effective collaboration implement for the development of fashion industry that an understanding of partner, a study of fashion image through development item, an established image foundation of domestic brand, a correct analysis for reflecting artistic image, an effective collaboration implement for the development of fashion industry.

Keywords

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