• The Research Journal of the Costume Culture
• /
• v.17 no.4
• /
• pp.691-708
• /
• 2009

The purpose of this study was to find the methodology of design plan that could raise the brand power by looking around the driving force of the design innovation through the case study of Louis Vuitton which has been evaluated to be successful in brand revolution by designer Marc Jacobs. Research methods were theoretical studies looking for various analysis and valuations about Louis Vuitton's design innovation and analysis about articles in International Herald Tribune and New York Times. Driving force of Louis Vuitton's design innovation could be summarized as designer's creativity and full supports for designers, establishment of BI by strategic cooperation between design and marketing parts, active design plans by collaboration with modern artists, existence of Logo as a symbol of brand, business mind pursuing adventures and dreams, and directors' artistic sensitivity and supports for culture and art.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.45 no.5
• /
• pp.741-757
• /
• 2021

In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.

• Fashion & Textile Research Journal
• /
• v.23 no.4
• /
• pp.423-438
• /
• 2021

This study compared and analyzed the direction of Louis Vuitton creative directors Kim Jones and Virgil Abloh. Accordingly, 485 photos(251 Kim Jones, 234 Virgil Abloh) were collected. For data analysis, statistical and content analyses were combined. First, as for the overall design characteristics of creative director Kim Jones, complex colors, colorful barrels, tone-in-tone color schemes, H-line, plain fabrics, soft materials, heterogeneous material combinations, casual style. Second, as for the overall design characteristics of creative director Virgil Abloh, achromatic color, colorful tone, tone-on-tone color scheme, I-line, plain fabric, soft material, similar material combination, casual style. There were significant differences in color, tone, color scheme, silhouette, pattern, material type, material combination, fashion image, detail, trimming, top and bottom that differed in the creative directors' design direction. Therefore, it appears that Kim Jones has been directing the luxurious and unique men's wear through H-line, coat and slim pants, colorful color combination, soft material, heterogeneous material combination, plain fabric, and chic active sensibility. Meanwhile, Virgil Abloh is directing men's wear in a loose and trendy street mood through the I-line, jacket and wide pants, achromatic color, soft material, plain fabric, similar material combinations, and soft and sophisticated modern sensibility.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.24 no.4
• /
• pp.11-25
• /
• 2022

Convergence, a universal phenomenon in modern society, takes place in various ways throughout society, and the concept of convergence can also be observed in fashion shows. The concept of convergence is actively emerging in terms of fashion show directing. The purpose of this study is to suggest the development of fashion show directing by analyzing the convergence characteristics of fashion show directing through a Louis Vuitton fashion show, and to provide data on convergence in fashion shows. The object of the study is the women's Paris Pret-a-porter and women's cruise collection presented at the Louis Vuitton fashion show. The research method integrated the criteria for analysis and the characteristics of fashion show production through previous studies and a literature review. The characteristics of convergence production in Louis Vuitton fashion shows were identifeid through literature and visual data. In this study, the convergence of the Louis Vuitton fashion shows were divided into four categories: genre integration, sensory synesthesia, perspective diversification, and media scalability. First, the integration of genres enhanced the brand image and effectively conveyed the concept of the show. Second, the synesthesia of the senses expanded communication with the audience and increased the audience's immersion. It has also become a new way to experience fashion shows in person. Third, the diversity of perspectives changed and diversified the way audiences experienced fashion shows. Fourth, the scalability of the media means various ways in which the audience can experience fashion shows. Through this, it is possible to effectively convey information and experiences about fashion shows to the audience.

• Korean Institute of Interior Design Journal
• /
• v.17 no.6
• /
• pp.128-136
• /
• 2008

It wouldn't be exaggerating to say that we're living in a "Brand age" these days. Brand is easily spotted anywhere around our surroundings, influencing us in a material and a moral way. BI(Brand Identity) which brings increase on sales by constructing and improving the brand image, are infect visually compressed Identity designs that will give the interior space that have applied it, superiority in building a unified image. Then, graphic plays an important role in expressing Identity designs visually. These days, interior space graphic is an emotional field that can materialize images, which became an important expressing medium that offers various images and creativity and show interior space's brand identity. In this manner, space graphic that applies identity designs, clearly states brand's intentions on space communication and users by designing company images or brand's emotional factors visually and dimensionally. Also, it escapes plane level, and gives space, dimensional and kinetic elements, which can give differentiation with other brand's space. These kinds of flexibility let space graphic be used efficiently in extending space identity.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.13 no.4
• /
• pp.1574-1584
• /
• 2012

This study attempts to explore the design sensitivity of both luxury and non-luxury brand products, and its effect on purchase intention. As a result, there was no difference in design sensitivity between luxury and non-luxury brand product, but the effect of design sensitivity on purchase intention was found different between luxury and non-luxury brand. It shows that for luxury brand, the people with high design pursuit of the brand have high purchase intention while for non-luxury brand, the people with high design value of the brand have high purchase intention. It indicates that for luxury brands, consumers already recognize the value of its design, which does not affect the purchase intention. For non-luxury brands, it would be important to let consumers recognize their design value.

• The Research Journal of the Costume Culture
• /
• v.26 no.6
• /
• pp.994-1014
• /
• 2018

The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis Vuitton, a brand of the Louis Vuitton $Mo{\ddot{e}}t$ Hennessy (LVMH) group that operates the entire fashion community platform, is recognized as an influential luxury company with enormous capital and capabilities. This study targeted Louis Vuitton to examine the fashion narrative. The common results of Louis Vuitton's fashion narrative according to the communication platform are as follows. First, it emphasizes well-designed craftsmanship and artistry to convey the value and meaning of the brand. Second, it expresses the lifestyle of the bourgeoisie using traveling for finding life purpose, nature, and freedom as common denominators. Louis Vuitton connects, shares, and engages with customers by crossing the communication platform and trying multi-sensory changes based on the fashion narrative of the 'artification' message encompassing craftsmanship, innovation, and travel. The fashion narrative of Louis Vuitton applies tools (e.g., design, direction, stage, and props) differently according to the nature of media. In other words, the fashion narrative in the form of transmedia storytelling is a marketing communication strategy that indicates the representation means and direction of a brand's goals by remediating the brand narrative in various ways through the communication platform.

• Journal of the Korean Society of Floral Art and Design
• /
• no.44
• /
• pp.101-121
• /
• 2021

The flower, a symbol of beauty representing beauty, exists as an aesthetic object throughout the history of mankind, and is one of the motifs most often used in plastic art. In this way, flower art is an art that embodies a form based on the theme of flowers. The flowers played a role in expressing human happiness and love by harmonizing beautifully with each other in shape and color. The flower pattern containing this symbolism is beautiful and excellent in decoration, and is applied not only to household goods, but also to art and fashion. The flower pattern is the most preferred pattern among patterns, and it is widely used regardless of the four seasons by changing the color according to the color and flowering time, and it is effective in stimulating the symbolism and psychological sense of humans, so it is used in design in various fields. In this study, the flower pattern, which is a symbol of beauty representing beauty and the motif of art, has been traditionally used in Korea, and is still loved in fashion and art even in modern times. We hoped to be active, and through this study, we tried to develop our own unique flower pattern and lay the groundwork for it to be commercialized.