한국복식 콜라보레이션 사례 분석

Abstract

Collaboration marketing has various advantages, such as increasing sales, creating new customers, and changing brand image. In this study, to understand the type and flow, the collaboration cases of Korean costumes were collected from 2011 to 2021, analyzed, and organized by year and subject type. First, the annual analysis of Korean costumes shows that, from 2011 to 2013, it was a fashion picture among Korean costume companies. The collaborations in the form of exhibitions appeared since 2014, and from 2015 to 2016, collaborations with other brands began to expand into various fields. In 2017, collaborations in cultural content appeared, and in 2018, collaborations between K-Pop singers and hanbok designers/brands were made. From 2019 to 2021, the collaborations mentioned above appeared in various ways. Second, the analysis by the collaboration subject of Korean costume could be categorized by Korean costume companies, public agencies, and cultural contents. Korean costume companies, which accounted for the most significant percentage, were Korean costume brands or designers. The public agencies were the Ministry of Culture, the Ministry of Sports and Tourism, affiliated organizations of the Cultural Heritage Administration, KCDF, Hanbok Promotion Center, Korean Cultural Center in each country, and local governments. Other cultural contents included Webtoon writers, illustrators, film producers, game producers, and animation producers. Third, the collaboration types of Korean costume could be analyzed by the collaborations between Korean costume companies and companies/brands in other fields and the collaboration between Korean costume companies and cultural contents. The expression form of the collaboration between Korean costume designers and the companies/brands in other fields were pictorials, exhibitions, fashion shows, and the production inspired by Korean costumes. The expression form of the collaboration between Korean costume companies and cultural contents were pictorial, film and exhibition posters, game character costumes, exhibitions, talk concerts, performances, fashion shows, and animated videos. Korean costumes will create and develop higher value through this study by combining new brands or cultural contents and further help set and present marketing directions for Korean costumes in the future.