Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Transmedia Storytelling Strategy of Gucci -Targeting Generation Z-

구찌(Gucci)의 트랜스미디어 스토리텔링 전략 -Z세대를 중심으로-

  • Kim, Mikyung (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Yim, Eunhyuk (Dept. of Fashion Design, Sungkyunkwan University)
  • Received : 2020.05.19
  • Accepted : 2020.09.01
  • Published : 2020.12.31
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Abstract

The emergence and development of innovative science and technology is changing lives at a rapid pace with the expansion of human perception. The development of the media extends the scope of activities of the body and the mind, realizing the imagination and challenging the limits of experience. In this process, the transformation of media into new forms such as disassembly, merging, and fusion have emerged that have resulted in the emergence of transmedia. In recent years, the fashion industry has responded quickly to trends and is actively engaged in transmedia communication activities. Among them, Gucci's media utilization strategy has attracted interest in the millennial generation. This study examines the strategy of transmedia storytelling by concentrating on the case of Gucci among luxury fashion brands that utilize media effectively in various aspects. It reveals the aspect of how the use of transmedia can be used to enjoy the story of fashion content and spread its value.

Keywords

References

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