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한국의류학회> 한국의류학회지> 럭셔리 패션 브랜드의 패션필름에 나타난 헤리티지 표현 특성

KCI등재SCOUPUS

럭셔리 패션 브랜드의 패션필름에 나타난 헤리티지 표현 특성

Representation of Heritage in Luxury Brands' Fashion Film

김민주 ( Minjoo Kim ) , 임은혁 ( Eunhyuk Yim )
  • : 한국의류학회
  • : 한국의류학회지 45권4호
  • : 연속간행물
  • : 2021년 08월
  • : 630-647(18pages)
한국의류학회지

DOI

10.5850/JKSCT.2021.45.4.630


목차

I. 서 론
II. 이론적 배경
III. 패션필름에 표현된 럭셔리 패션 헤리티지
IV. 논의 및 결론
References

키워드 보기


초록 보기

As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.

UCI(KEPA)

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • : SCOPUS
  • : 격월
  • : 1225-1151
  • : 2234-0793
  • : 학술지
  • : 연속간행물
  • : 1977-2021
  • : 3758


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6비신축성 직물의 고무 밴드 봉제 조건에 따른 신장 특성 분석

저자 : 엄란이 ( Ran-i Eom ) , 이예진 ( Yejin Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 4호 발행 연도 : 2021 페이지 : pp. 648-660 (13 pages)

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This study analyzes how sewing conditions for elastic bands on woven fabrics affect elongation. The directions of the elastic bands were vertical, horizontal, vertical and horizontal crossing, and horizontal and vertical crossing. Intervals between the elastic bands were 3.0 cm and 6.0 cm. The woven fabric was tailored for the elastic band sewing using warp, weft, and bias. Consequently, it was possible to visually confirm elongation differences according to the sewing condition of the elastic bands. A detailed examination demonstrated that the horizontal or vertical placement of elastic bands tailored in a crosswise direction produces high vertical elongation and low horizontal contraction. However, elastic bands sewed in crossing directions, regardless of warp and weft directions, resulted in both high vertical elongation and high horizontal contraction. In all cases, the more elastic bands were used, the higher the horizontal elongation. In conclusion, appropriate placements of elastic bands on woven fabric increases motion convenience.

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7비만 체형에 대한 주관적 인식 유형

저자 : 차수정 ( Su Joung Cha )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 4호 발행 연도 : 2021 페이지 : pp. 661-673 (13 pages)

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The purpose of this study is to analyze the perceptions of obesity among appearance-conscious women in their 20s. It is intended to provide data necessary to produce garments for obese body types by identifying adult women's subjective assessments of obese body types and characteristics. The data were analyzed using Q Methodology in the QUANL program for PC. Type 1 was recognized as uniformly fat in the abdomen, with almost the same width and thickness. Type 2 was perceived to have more fat in the upper body and back, broad shoulders, and an inverted body type. Type 3 was perceived as having a fat lower half of the body, hips wider than the chest, and large thighs. Type 4 was identified as having few curves and fat concentrated in the abdomen. Further research of other age groups and regions is needed to ascertain the difference between perceived and actual body types.

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8웨어러블 디바이스를 위한 은 나노와이어 코팅 전도사 개발

저자 : 김지민 ( Jimin Kim ) , 윤창상 ( Changsang Yun )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 4호 발행 연도 : 2021 페이지 : pp. 674-684 (11 pages)

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Recent advances in electronic technology have engendered a need for research on the use of smart materials in clothing. Electro-conductive fibers are expected to be a crucial element of wearable devices. Therefore, in this study, we have attempted to develop electro-conductive threads and cables using silver nanowires. Based on the characteristics of silver nanowire, in which electro-conductivity can be imparted via heat treatment, we prepared conductive threads by coating nylon yarn with silver nanowires and curing at temperatures of 140°C, 150°C, and 160°C. Conductive threads cured at 140°C had the highest conductivity, followed by threads cured at 160°C and 150°C respectively. The order of the electrical conductivity of the threads after tensile testing was consistent with the original order of the conductivity of the threads. When we evaluated the sensing performance of electro-conductive cables fabricated from these threads, the cables manufactured from threads cured at 140°C and 160°C were found to function normally within temperature and humidity sensors. All the cables operated normally in illuminance and electrocardiogram sensors. Thus, we believe that threads made of silver nanowire have sufficient electrical conductivity to be utilized as wearable sensors.

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9럭셔리 패션 플랫폼 속성이 온라인 구전의도에 미치는 영향

저자 : 김수지 ( Suzy Kim ) , 허희진 ( Hee Jin Hur ) , 추호정 ( Ho Jung Choo )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 4호 발행 연도 : 2021 페이지 : pp. 685-702 (18 pages)

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This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

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1010℃ 환경에서 기류가 겨울철 패딩 의류의 한 벌 보온력에 미치는 영향 -인체 착용 및 서멀마네킹 측정 비교-

저자 : 백윤정 ( Yoon Jeong Baek ) , 조가영 ( Kayoung Cho ) , 홍유진 ( Yujin Hong ) , 이주영 ( Joo-young Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 4호 발행 연도 : 2021 페이지 : pp. 703-713 (11 pages)

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This study was to investigate the thermal insulation of clothing ensembles, including padded jackets with two different filling types. Thermal insulation of the ensemble was measured using a thermal manikin in four conditions (10°C, 30% RH and 20°C, 50% RH with an air velocity of less than 0.15 m · s-1 and 1.5 m · s-1). Ten males participated at 10°C and 30% RH with an air velocity of less than 0.15 m · s-1 and 1.5 m · s-1. The results showed that the polyester ensemble was warmer than a goose down ensemble in 0.15 m · s-1 conditions and the goose down ensemble had greater thermal insulation than the polyester ensemble at an air velocity of 1.5 m · s-1. Thermal insulation was reduced 5-7% when temperature decreased 10°C and reduced 40-50% when air velocity reached 1.5 m · s-1 for both ensembles. Thermal insulation of the ensemble in human trials decreased more than a thermal manikin at 10°C, 30% RH with an air velocity of 1.5 m · s-1. Lower temperatures and human trials were effective in identifying the properties of the thermal insulation by filling types even though there were restrictions on the general application because of two types of a clothing ensemble.

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