Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Persona Marketing of Fashion Designers

패션 디자이너의 페르소나 마케팅

  • Ye, Minhee (Dept. of Fashion Design, School of Art, Sungkyunkwan University) ;
  • Yim, Eun-Hyuk (Dept. of Fashion Design, School of Art, Sungkyunkwan University)
  • Received : 2014.11.03
  • Accepted : 2015.03.15
  • Published : 2015.06.30
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Abstract

Many fashion designers now regard themselves as part of a visual medium that reveals their persona to the masses. They are willing to stay in the spotlight, which influences brand publicity. Designer-as-brand is an important marketing factor in regards to profits. This study combines a literary survey and case analysis of persona marketing as well as inquires on the persona of fashion designers drawing on the theory of persona. This study classifies the persona of fashion designers into four categories that proceed from what has been established above: freak, dandy, duo, and anonymity. The persona of fashion designers has attracted considerable attention over the past decade. This study provides useful information for the persona marketing of fashion designers.

Keywords

References

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