• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.793-807
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• 2024

In response to the growing focus on products utilizing character IP in retail, this study investigated the impact of consumers' recollection of character IP fashion products on brand relationship formation. Furthermore, it explores the moderating effect of consumer preferences for collaboration series on this relationship. Participants were consumers who recalled character IP fashion products, and the analysis was conducted using PLS-SEM. The findings show that consumer recollection associated with character IP in fashion products positively affects brand attachment, leading to a positive impact on brand attitude and brand loyalty. The study also highlights the effectiveness of repeated exposure to similar products as an effective marketing strategy. Furthermore, a positive synergy between brand attachment and preferences for collaboration series enhances brand loyalty by influencing consumer attitudes. The study suggests that collaboration series marketing strategies affect consumers' perceptions of novelty and alter their expectations. This research has significant academic and practical implications, demonstrating the effectiveness of marketing through collaboration series and revealing how character IP in fashion products, commonly used by fashion brands, shapes brand-consumer relationships. The findings provide a robust theoretical foundation for marketing strategies leveraging character IP.

• The Journal of the Korea Contents Association
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• v.17 no.4
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• pp.510-519
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• 2017

Our world is communicating by digital network that transcends time and space. In such world of rich technology, people are longing for humanity and analog esthetic. 'Art' stimulates analog esthetic and 'design' is a good and easy tool to show personal esthetic preferences. This study is about the convergence of digital and analog art focusing on the researcher's artwork series. The series is derived from series. They are made by cut and deconstructed pieces from the original series. I assembled these pieces into another creation by using graphic editing programs. I looked into the succession cases of art and design collaborations and developed various design products with the assembled artwork images. Through this, I want to communicate more familiarly with the world widely connected to network viewers. There are already many fine artists making their artworks into design products. Collaboration with cultural art and commercial product provides win-win effect to artist, company, and consumer. It also creates innovative products and values. In this study, I try to design products from various fields using my artwork images, and research about how to promote the artist and art products effectively to the world.