Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Characteristics of Christian Dior's Brand Communication through YouTube Channel Fashion Film Analysis

유튜브 채널 패션필름 분석을 통한 크리스찬 디올의 브랜드 커뮤니케이션 특성 연구

  • Baek, Jeong Hyun (Research Institute for Human Ecology, Chonnam National University) ;
  • Bae, Soo Jeong (Dept. of Clothing & Textiles, Chonnam National University)
  • Received : 2020.10.07
  • Accepted : 2020.12.11
  • Published : 2020.12.31
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Abstract

This study presents methods and alternative examples for fashion brands to effectively use video-based communication channels to form brand identity that analyzes the definition, status and type of YouTube channel fashion films as well as enables the ability to derive brand identity characteristics. Literature studies focused on Christian Dior's official website and related previous studies. The temporal range of the case studies was from October 7, 2010, the date when the first fashion film was uploaded to current Christian Dior YouTube to July 17, 2020 (the survey date), and there are a total of 550 subjects for quantitative analysis. The succession of the couture spirit means that Christian Dior's craftsmanship was created and passed down by Musée Christian Dior to act as a contemporary key element of brand identity. The iconic expression of femininity is Dior's core design philosophy that began when the woman image of a new era was presented through a new look, and Dior's femininity means a woman that reflects the character of the times as is interpreted as her own personality from the perspective of modernism through the creative directors of future generations. The brand's core identity code 'Miss Dior' expresses the brand's vision and eternity through perfume as well as targets Z generation male consumers through an emotional approach based on forms that used emotional images such as movie-type films.

Keywords

Acknowledgement

이 논문 또는 저서는 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A5B5A02028728).

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