Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on Image Identity of Re-Branding Fashion House Focus on Celine

리 브랜딩 된 Celine의 패션하우스 이미지 아이덴티티에 대한 연구

  • Lee, Hye Yeon (Dept. of Fashion Design, Hongik University) ;
  • Park, Hee Jeong (Dept. of Fashion Design, Hongik University) ;
  • Kan, Ho Sup (Dept. of Textile Art and Fashion Design, Hongik University)
  • 이혜연 (홍익대학교 의상디자인 전공) ;
  • 박희정 (홍익대학교 의상디자인 전공) ;
  • 간호섭 (홍익대학교 섬유미술 패션디자인과)
  • Received : 2014.12.29
  • Accepted : 2015.03.23
  • Published : 2015.04.30
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Abstract

This study examined the image identity of the Celine fashion house, which went through a successful re-branding using its tradition and succession, a process that was heavily influenced by their new designer, Phoebe Philo. The purpose of this study is as follows: first, to encourage the use of the fashion house in a domestic fashion market. Second, to increase awareness about image identity. Third, to provide suggestions of maintaining sustainable brand by examining a fashion house, which does not follow fast-changing fashion trends but rather leads and creates fashion styles. The study extracted the characteristics of the Celine fashion house by analyzing data, which were collected from fashion literature, its designs, and its marketing. From the data, the study found ways that a brand could use to develop continually. Phoebe Philo re-branded the Celine by using minimalism to redesign its logo and create a new brand image. Her method included the use of diverse and vivid colors via color-blocking, a feature of modern minimalism. This is a modern minimalism, which differentiates itself from others with the elaborate tailoring and delicate detailing effectively. The modern minimalism like this has, caused the new mood beyond the flow of certain art trends and led the revolution, not the advent, of the minimalism in the 1990s. This study believes that the aspect of the fashion-house following and succeeding the tradition is not just in the fashion house. This study should be seen as a significant step forward at a time when we desperately need the continuation of the unique brand recognized as fashion house in the long-term domestically.

Keywords

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