Abstract
The luxury industry is now targeting consumers 18 to 24 years of age, also known as the MZ generation, who will show the most significant purchasing power in the next decade. Consequentially, the marketing of luxury brands needs to change, and with the extension of this trend, luxury fashion brands are actively engaged in marketing activities using fashion exhibitions. The purpose of this study is to examine the elements that create the atmosphere of fashion exhibitions concerning Gernot Böhme and to analyze the utilization of the atmospheric elements by different types of exhibitions. First, different types of exhibitions (retrospective, survey, photography, and virtual exhibitions) were classified for conducting the research. Then, they were compared with aesthetic atmospheric elements by Böhme, largely divided into spatiality and light, to derive characteristics. These characteristics were used to suggest atmospheric elements that can be used in fashion exhibitions. Next, the target brands (Louis Vuitton, Dior, and Gucci) were chosen based on brand value, exhibition type, and frequency of exhibitions. The cases of each brand’s exhibitions were collected using keyword searching. The results of this study are as follows: First, the spatial atmosphere of the retrospective exhibition is intended to allow the audience to enjoy the exhibition from various perspectives. The common atmosphere of the three brands is traditionality. Second, to express the spatial atmosphere, the survey exhibition takes the form of giving new satisfaction by reflecting the entertaining atmosphere of viewing exhibitions. Third, the photography exhibition’s spatial atmosphere takes the basic form. The harmony of the non-fashion sectors and messages to deliver through the exhibition seems the most natural in photography exhibitions compared to other fashion exhibitions. Fourth, there have not yet been many cases of virtual exhibitions; however, it is expected that fashion brands will utilize them more in the future.
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