리미티드 에디션 스니커즈의 표현 분석

Abstract

The purpose of this study was to analyze the expression of limited edition sneakers of sports brands that have emerged on a large scale in the fashion market. Of this study method and scope of the study was based on 633 photographs from 8 sports brands published in 2000-2020, focusing on theoretical studies through limited edition and research papers, magazines and Internet sites. The results of the study are as follows. First, based on the expression classification of limited edition sneakers, it was aggregated into 8.15% of ‘innovative technology’ according to functional value, 71.91% of ‘symbolism of storytelling’ according to emotional value, and 19.95% of ‘diversity and artistry’. This shows that sneakers have formed fandom and became a cultural status beyond the functional value of sports brands in the past. And this study focused on emotional values based on scarcity. In the specific case analysis of limited edition sneakers, ‘innovative technology’ includes cushioning solutions, ultralightening, material processing, luminescence, and smart technologies, and features ultralight, flexibility, sustainability, durability, safety, sense of ignition, drive, eco-friendly and future orientation. Second, the ‘symbolism of storytelling’ is classified as character, city, country, festival, legend, sneakers, event, anniversary, pop culture content, social and political issue expressions, character, color, number, logo, text message implications and enhanced goods. Third, the diversity and artistry of aesthetic sensibility are new sensibilities, designer or brand trendy sensibilities, rare materials, and colors that are created by collaborating with artists in various fields beyond street genres.