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An Analysis on Luxury Brand Tailored Jacket Designs to Develop High-Value Added Fashion Products

고부가가치 패션제품 개발을 위한 명품브랜드 테일러드 재킷 디자인 분석

  • Yoo, Youngsun (Dept. of Clothing and Textiles, Kyung Hee University) ;
  • Eum, Jungsun (Dept. of Clothing and Textiles, Kyung Hee University)
  • Received : 2016.04.26
  • Accepted : 2016.06.07
  • Published : 2016.08.31

Abstract

The purpose of this study is to examine the higher value-added characteristics of tailored jacket designs, which are major items of French luxury brands, in an effort to raise the competitiveness of domestic fashion designs. The characteristics of the jacket designs from the 1940s to the 1970s, the golden age of Haute Couture, were examined. Based on this, the characteristics of the higher value-added expressions of the luxury brands were established by analyzing the tailored jacket designs that appeared in the Paris collection after 2010. The results are as follows: the characteristics were categorized into 'traditional value expression,' 'conceptual value expression,' 'retro value expression,' and 'creative value expression.' Traditional value was expressed as the representation of the styles inherent to the golden age of the Haute Couture houses, and the status of the luxury brands with history was represented by equally arranging the size and characteristics of the elements of the designs related to jacket silhouette. Conceptual value was reestablished as contemporary identity into which the traditional ideology of the houses and the present designers' sentiments were grafted by developing the designs with the theme containing the identity of the past Haute Couture houses. Retro value was utilized as the strategy to differentiate the luxury brands with long history from contemporary products. Creative value was expressed as tailored jackets with new concepts of shape variation and usage conversion by combining creative sentiments with the high quality techniques of Haute Couture and appears to be able to create a new consumption market of luxury brands in the global fashion market.

Keywords

Acknowledgement

Supported by : 한국연구재단

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