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한국의류학회> 한국의류학회지> D2C(Direct-to-Consumer) 기반 루이비통 모바일 앱에 나타난 뉴 럭셔리(New Luxury) 특성

KCI등재SCOUPUS

D2C(Direct-to-Consumer) 기반 루이비통 모바일 앱에 나타난 뉴 럭셔리(New Luxury) 특성

Characteristics of New Luxury in Louis Vuitton's D2C-Based Mobile Application

김미경 ( Mikyung Kim ) , 임은혁 ( Eunhyuk Yim )
  • : 한국의류학회
  • : 한국의류학회지 45권5호
  • : 연속간행물
  • : 2021년 10월
  • : 741-757(17pages)
한국의류학회지

DOI

10.5850/JKSCT.2021.45.5.741


목차

Ⅰ. 서 론
Ⅱ. 이론적 배경
Ⅲ. 루이비통의 모바일 D2C 앱에 나타난 뉴 럭셔리의 특성분석
Ⅳ. 결론 및 제언
References

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초록 보기

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.

UCI(KEPA)

I410-ECN-0102-2022-500-000875831

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • : SCOPUS
  • : 격월
  • : 1225-1151
  • : 2234-0793
  • : 학술지
  • : 연속간행물
  • : 1977-2022
  • : 3804


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발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 3호 발행 연도 : 2022 페이지 : pp. 1-15 (15 pages)

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발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 3호 발행 연도 : 2022 페이지 : pp. 390-406 (17 pages)

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Fashion illustration is a language that expresses the inspirational imagination of designers. Like fashion, illustration reflects and records the social and cultural phenomena of the time. In this context, Ignasi Monreal's fashion illustration shows the characteristics that reveal modern people's ways of thinking and their desires. This study analyzed work by Ignasi Monreal in 'Gucci Hallucination' of 2018 S/S to examine the characteristics of his new painting style and the messages his fashion illustration aims to convey. He tried to harmonize his surrealistic digital illustrations of Greek mythology with Gucci items. As a result of this study, the characteristics of Monreal's illustration works were divided into two main categories: formal aspects (similarity of composition or subject and use of dépaysement techniques), and content aspects (expression of a mythical surreal being). These qualities differentiate Monreal's fashion illustration from that of other artists. In addition, his works on the myth of Icarus not only express the desires of modern people but also convey social satirical messages.

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발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 3호 발행 연도 : 2022 페이지 : pp. 454-463 (10 pages)

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발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 3호 발행 연도 : 2022 페이지 : pp. 513-529 (17 pages)

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This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.

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6전통 문양을 활용한 자카드 직물 패션 마스크 디자인 개발과 이미지 감성 평가

저자 : 김민수 ( Min Su Kim ) , 김한나 ( Han Na Kim ) , 전성기 ( Sung Gi Jeon ) , 이정순 ( Jung Soon Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 5호 발행 연도 : 2021 페이지 : pp. 825-839 (15 pages)

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This study aims to develop jacquard fashion masks using traditional patterns and investigates the preference and emotions of consumers for them. Nine patterns were designed with the motifs of plum flower, turtle, and geometric patterns using an Adobe Illustrator program. After that, 20 kinds of jacquard fabrics were developed using those patterns, and prototype masks were made. Furthermore, data were collected using a survey of 231 adult consumers to understand the emotional images evoked by jacquard fashion masks with traditional patterns. The results of the research show that the emotional dimension derived from jacquard fashion masks with traditional patterns consists of seven factors: luxurious image, frugal image, feminine image, oriental image, sporty image, geometrical image, generous image. We found that consumers preferred the M6 with the plum flower pattern as the motif as the most preferred design, while M13 with the geometric pattern as the motif was the lowest preferred.

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7화학발광 반응을 이용한 세탁조건별 반려동물 오구 제거효과 연구

저자 : 박정은 ( Jung-eun Park ) , 이정순 ( Jungsoon Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 5호 발행 연도 : 2021 페이지 : pp. 840-851 (12 pages)

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In this study, we used a chemiluminescence reaction to investigate the removal effect of pet soil, such as dog blood, urine and feces. The soiled fabrics were washed with a standard laundry course of 30°C and a washing time of 30 min and a pet care laundry course of 40-60°C and a washing time of 100 min. The detergency was evaluated by the surface reflectance and chemiluminescence reaction (bloodstain detection by luminol test and urine-stain and feces-stain detection by UV blacklight test) before and after washing. The surface reflectance results did not show any difference in detergency for both courses, whereas the chemiluminescence reaction did. The detergency of the pet care course compared to the standard course was 101% according to the surface reflectance and 120% according to the chemiluminescence reaction. Therefore, residual stains not detected by surface reflectance can be evaluated through chemiluminescence reaction, and it was confirmed that pet stains can be managed more hygienically by washing for a long time at a high temperature.

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8남성복 디자이너의 특성과 전문화에 관한 연구

저자 : 이승현 ( Seung Hyun Lee ) , 이경희 ( Kyoung Hee Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 5호 발행 연도 : 2021 페이지 : pp. 852-865 (14 pages)

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The purpose of this study is to investigate the characteristics of menswear designers and the process of becoming a menswear designer expert through qualitative evaluation and statistical analysis. This study used ten menswear designers with more than fifteen years of experience. After going through the University P IRB approval process, a semi-structured questionnaire was prepared and individual in-depth face-to-face or video interviews were conducted from March 1, 2020 to March 31, 2021. From this qualitative study examining the characteristics of menswear designer job experience, four key themes were found: the competence required for the professionalization process of menswear designers; the creative sensibility of menswear designers; the uniqueness of menswear designers' work; basic education required for menswear designers. In order to find additional meaningful implications using the visual analysis technique, we examined the primary vocabulary using the word cloud technique and examined the relationship between the vocabulary using the network graph. In the follow-up study, we expect to develop a material-oriented education program for new menswear designers and to resolve the limitations of the study, targeting a small number of experienced menswear designers.

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9Ex situ Coloration of Laccase-Entrapped Bacterial Cellulose with Natural Phenolic Dyes

저자 : Hyunjin Kim , Ji Eun Song , Hye Rim Kim

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 5호 발행 연도 : 2021 페이지 : pp. 866-880 (15 pages)

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This study aimed to ex situ colorize laccase-entrapped bacterial cellulose (BC) with natural phenolic dyes, namely,madder, turmeric, and cochineal, and to determine the effect of laccase entrapment on the dyeability of BC using color strength (K/S) analysis. Results showed that laccase entrapment improved the dyeability of BC and that pre-entrapment was the most effective method, compared with meta-entrapment and post-entrapment methods. In addition, surface characterizations confirmed the successful entrapment of laccase inside the BC nanostructure and retention of the cellulosic and crystalline structures of BC. The washing durability test confirmed that the K/S value of BC had improved after laccase entrapment. Furthermore, laccase-entrapped BC colorized with cochineal dye had the highest washing durability due to the high molecular weight of cochineal dyerelative to the other dyes. This study suggests a novel method for enhancing the dyeability and washing durability of BC colorized ex situ with natural phenolic dyes by laccase entrapment.

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103D 가상화를 위한 드레이프성 간이 측정법 개발

저자 : 신보나 ( Bona Shin ) , 유동주 ( Dongjoo Yu ) , 이소민 ( Somin Lee ) , 윤선영 ( Seonyoung Youn ) , 심명희 ( Myounghee Shim ) , 윤창상 ( Changsang Yun )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 45권 5호 발행 연도 : 2021 페이지 : pp. 881-891 (11 pages)

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This study proposes a simple drape measurement method for the 3D virtualization of garments. The proposed method uses angles or disks of different diameters to evaluate the drape properties easily. We divided 710 fabrics into ten groups based on the drape coefficient, of which 49.6% had drape coefficients of 30 or less. The drape properties were measured to classify the groups into smaller clusters using the angle formed when the center of the fabric was fixed. Accordingly, three clusters were formed for 60° and 100° angles. A method was devised using ten disks of different diameters to classify the remaining two clusters, except the cluster containing only the D10 group (D1-D5 and D5-D9). Three criteria-grade match, a sum of deviation, and standardization of deviation-were used for the classifications. The discriminative ability between groups was high for D1-D5 with disks with 24.0 and 25.5 cm diameters. Furthermore, a disk with a diameter of 16.5 cm was effective for D5-D9. The three-dimensional drape shapes were unique for the ten groups, which can be utilized as fundamental data for 3D virtualization.

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