연구논문(硏究論文) : 럭셔리 패션 브랜드의 문화,예술 활용에 관한 연구 -PRADA를 중심으로-
분야
자연과학 > 가정
저자
백정현 ( Jeong Hyun Baek ) , 배수정 ( Soo Jeong Bae )
발행기관
한국패션비즈니스학회
간행물정보
패션비즈니스 2012년, 제16권 제5호, 146~163페이지(총18페이지)
파일형식
1k901205.pdf [무료 PDF 뷰어 다운로드]
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    This thesis aims to present how to make secure the identity of the brand with enhancing the esthetic expression of the brand and making the ways of emotional communication in variety, through investigating closely the case of Prada representative of the typical brands that have established the unique identity by cooperating the fashion with culture and art through their ingenious and consistent efforts. In the conclusion, the culture and art was found to be applied in two fields i.e. one of design and the other of marketing. In terms of the design, the method of inserting the image into the surface of the clothing and accessories was used. In the context, the illustration techniques, photographic patterns and applying the image of the art piece could be summarized to be used. In terms of marketing, the sponsorship of the art and exhibitions, look books, animations and fashion films, epicenter, the collaboration with the other kinds of enterprise, could be regarded as four ways of the approaches. The innovation and creativity, futuristic hybrid, nonprofit support of the art, the integration and consistency of the image of the arts could be concluded to be four major points defining the characteristics of the Prada renowned for the use of the culture and arts to its property.
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