Abstract
The purpose of this study was to extract the digital content on luxury fashion brands posted on SNS platforms and analyze the meaning by image and text, then study the creation and extension of luxury fashion brand aura based thereon . The research method first discusses the fashion brand aura in the social media era, the semantic theory, and then tries to derive the semantic analysis matrix and aura influence factors through a literature review. In addition, this positivist study tries to extract content that is posted on luxury fashion brands and personal SNS and analyze the visual metaphor, semantic path, and expressive characteristics of contents using the semantic matrix to understand the creation and expansion of luxury fashion brand auras. The analysis showed that, based on their history and creativity, luxury fashion brands are strengthening their brand auras by uploading narrative posts that show their long-established reputation, strong identity and credibility, imitable originality, fashionable creative sense, the sense of happiness and presentness given by the brand, as well as the everydayness of the brand. Inaddition, the public, as users of the brand, are diversifying by fluidly exploiting or creating the styles of luxury fashion brands in various ways, depending on their everyday, imagination, personalities, and experience. In addition, they actively make SNS posts that show the experience of being integrated with the brand and their emotional and emotional attachment to the brand, thereby strengthening and expanding fusion of a luxury fashion brand’s aura with elements such as daily life, presentness, usability, variability, playfulness, artistry and publicity. This study has important implications for the ability to highlight social media platforms and individual daily values in the fashion industry and cultural realm, and to understand fashion and culture in which the public is actively reinterpreted or created, as well as fashion by brand leadership.
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