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> 복식문화학회 > 복식문화연구 > 28권 6호

MZ세대의 콘텐츠 콜라보레이션을 활용한 패션브랜드의 가치창출 사례연구

A case study on value creation of fashion brands using content collaboration targeting MZ generation

신혜경 ( Haekyung Shin )

- 발행기관 : 복식문화학회

- 발행년도 : 2020

- 간행물 : 복식문화연구, 28권 6호

- 페이지 : pp.830-844 ( 총 15 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,500
논문제목
초록(외국어)
The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 복식문화학회
  • - 간행물 : 복식문화연구, 28권 6호
  • - 발행년도 : 2020
  • - 페이지 : pp.830-844 ( 총 15 페이지 )
  • - UCI(KEPA) :
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1226-0401
  • - 수록범위 : 1993–2021
  • - 수록 논문수 : 1871