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• W4384072644 abstract "본 연구는 케이 팝, 영화 등 다양한 한국 문화콘텐츠가 럭셔리 패션 브랜드의 각종 커뮤니케이션에 활용되고 있다는 점에 주목하여 시작되었다. 본 연구의 목적은 럭셔리 패션과 K-Culture의 융합 배경과 유형 등 동향을 파악하고, 이에 반영된 의미를 조명하는 것이다. 이를 위해 한류 변천과 K-Culture, 럭셔리 패션과 K-Culture의 융합 배경을 문헌 고찰하였고, 사례연구는 한류 세계화가 시작된 2010년대부터 최근까지 럭셔리 패션과 K-Culture의 융합 사례를 고찰하였다. 연구 결과 및 내용은 다음과 같다. 럭셔리 패션과 K-Culture의 융합 배경은 한류 세계화의 영향, 케이팝 스타를 비롯한 케이 스타와 팬이 구축한 팬덤 문화와 소셜 미디어 영향력, 한국을 포함한 아시아 지역에서 럭셔리 패션 수요 증가와 성장 잠재력이다. 융합 유형은 첫째, 한국 전통의 유, 무형 자산과 상징적 요소를 패션디자인과 융합한 것, 둘째, 케이 팝과 영화, 드라마 등 케이 스타를 브랜드 홍보대사로 발탁하거나 광고 및 패션쇼 모델로 기용, 셋째, 케이 스타나 한국 예술가와 협업 진행, 넷째, 한국 내 팝업 스토어 개장 및 전시회나 패션쇼 개최이다. 이러한 융합 사례는 K-Culture가 각 장르의 성장을 넘어 럭셔리 패션영역으로 전환되고, 한국이 럭셔리 패션의 아시아 허브로 자리매김하였음을 의미한다. 또 K-Culture가 럭셔리 패션 브랜드의 가치와 이미지를 새롭게 구축할 수 있는 동력이자 고부가가치를 창출하는 파트너 관계임을 나타낸다. 이상의 연구를 통해 앞으로 K-Culture가 세계 패션 시장 전체의 흐름을 주도하고, 한국 패션업계 역시 동반 성장할 수 있게 되기를 기대한다. This study began by paying attention to the fact that various Korean cultural contents such as K-pop and movies are being used in various communications of luxury fashion brands. The purpose of this study is to identify trends such as the background and types of convergence between luxury fashion and K-culture, and to shed light on their meaning. To this end, the changes in the Korean Wave, K-culture, and the background of the convergence of luxury fashion and K-culture were reviewed in the literature. The case study examines cases of convergence of luxury fashion and K-culture from the 2010s, when the globalization of the Korean Wave began, to the present. The results and contents of the study are as follows. The background of the convergence of luxury fashion and K-culture is the influence of the globalization of the Korean Wave, the fandom culture and social media influence built by K-pop stars and fans, and the growing demand for luxury fashion and growth potential in Asia including Korea. Types of convergence are as follows. First, the fusion of Korean traditional tangible and intangible assets and symbolic elements with fashion design, second, selecting K-stars from K-pop, movies, and dramas as brand ambassadors or appointing them as models for advertisements and fashion shows, third, Collaboration with K-stars or Korean artists, and fourth, opening a pop-up store in Korea and holding an exhibition or fashion show. This convergence case means that K-culture has gone beyond the growth of each genre and has been transformed into the realm of luxury fashion, and Korea has established itself as the hub of luxury fashion in Asia. It also indicates that K-Culture is a driving force that can newly build a luxury fashion brand value and image, as well as a partner relationship that creates high added value. Through the above research, it is expected that K-Culture will lead the overall trend of the global fashion market in the future, and that the Korean fashion industry will grow together." @default.
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• W4384072644 date "2023-06-30" @default.
• W4384072644 modified "2023-09-23" @default.
• W4384072644 title "A Study on the Convergence Trend of Luxury Fashion and K-Culture" @default.
• W4384072644 doi "https://doi.org/10.17548/ksaf.2023.06.30.39" @default.
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