패션비즈니스 (Journal of Fashion Business)

  • 제25권3호
  • /
  • Pages.36-50
  • /
  • 2021
  • /
  • 1229-3350(pISSN)
  • /
  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
권호 표지
DOI QR코드

DOI QR Code

7대 디지털 패션위크의 비교분석 연구

Comparative Analysis of Seven Digital Fashion Weeks

  • 윤혜수 (연세대학교, 의류환경학과) ;
  • 고은주 (연세대학교, 의류환경학과)
  • Yun, Hyesu (Dept. of Clothing and Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing and Textiles, Yonsei University)
  • 투고 : 2021.04.19
  • 심사 : 2021.06.09
  • 발행 : 2021.07.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

In the COVID-19 era, globally, companies in the fashion industry are pursuing new convergence methods through digital technology. Conventional fashion shows have become difficult to run exclusively, instead, the shows are run through a combination of offline and digital arrangements. This paper examines the trends of seven digital fashion show weeks in London, Paris, Milan, New York, Seoul, Shanghai, and Tokyo, and presents strategies applicable in Korea's Seoul Digital Fashion Week. We focused on the digital technology used in the digital fashion weeks fashion brands, and the characteristics of the host cities. The study conducted a literature review and case study through corporate and research report data, and the Fashion Week website. Based on the study results, changes in fashion industry calendars like 'See now, Buy now', seasonless, and unified collections for men and women, expansion of D2C system, the rise of short-form contents, and the expansion to the virtual world space and physical limitations can be cited as changed trends. The study provides insight into the incorporation of the Korean Wave and K-Pop singers, industrial structure change, and the establishment of B2B system in the Seoul digital fashion week. The shift to the digital runway is not only an alternative method to cope with the COVID-19 era but also a new "new normal". Fashion shows are no longer fixed and planned in free spaces. As a venue displaying the creator's personality, digital fashion week is expected advance in the future.

키워드

참고문헌

  1. 2020 Fashion Industry Top 10 Issues (2020, December 24 ). Samsung C&T. Retrieved March 24, 2021, from http://www.samsungsts.com/news/view.do?seqNum=5773&newsKindCd=N4
  2. 2020 Market Issue - Round Up. (2021, January 27). firstviewkorea.com. Retrieved July 11, 2021, from https://www.firstviewkorea.com/#!/firstview/market/roundup/69504
  3. Cho, W., & Suh, S. (2014). Cultural features in modern digital fashion shows focusing on hybrid digital culture. Journal of the Korean Society of Costume, 64(6), 131-147. doi:10.7233/jksc.2014.64.6.131
  4. Chun, J. (2017). Suggestions based a comparison of the roles for domestic and foreign fashion associations. Journal of the Korean Society of Clothing and Textiles, 41(1), 153-169. doi:10.5850/JKSCT.2017.41.1.153
  5. Chung, S. J., & Kim, S. (2020). Analysis of user experience of virtual exhibitions. Journal of Basic Design & Art, 21(3), 329-340. doi:10.47294/KSBDA.21.3.24
  6. Seoul Economic Policy Office. (2021, May 3). '21 F/W 서울패션위크' 472만 뷰 기록 ['21 F/W Seoul Fashion Week' recorded 4.72 million views]. Retrieved July 11, 2021, from https://news.seoul.go.kr/economy/archives/513002#scrap
  7. Fashion Flash No.130. (2020, September 28). Korea Research Institute for Fashion Industry. Retrieved May 7, 2021, from http://www.krifi.re.kr/kor/board/view.asp?Board=bd07&Gubun=1&no=1119&page=2&writer=&title=&content=&skey=&search_pwd=
  8. Federation de la Haute Couture et de la Mode. (2020, November 19). Paris Fashion Week® digital amplification expands. Retrieved July 11, 2021, from https://fhcm.paris/en/2020/11/19/paris-fashion-weekdigital-amplification-expands
  9. Hong, H. R., & Kim, Y. I. (2014). Communication characteristics of fashion shows using digital images. Journal of the Korean Society of Costume, 64(6), 1-15. doi:10.7233/jksc.2014.64.6.001
  10. Huh, Y., Chun, J., & Ha, J. (2016). A research on the communication characteristics of fashion film-Focused on Chanel, Prada, Kenzo, Alexander Wang. Journal of the Korean Society of Clothing and Textiles, 40(2), 315-329. https://doi.org/10.5850/JKSCT.2016.40.2.315
  11. Incomes. (2020, July 22). WWD. Retrieved March 22, 2021, from https://wwd.com/fashion-news/fashion-scoops/paris-milan-fashion-weeks-generated-emv-totaling-76-3m-euros-1234631737/
  12. Jain, S., Mishra, S., & Mukhopadhyay, S. (2021). Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study. Journal of Global Fashion Marketing, 12(1) 1-15. doi:10.1080/20932685.2020.1845765
  13. Joelle D. (2020, September 2). WWD. Retrieved July 11, 2021, from https://wwd.com/fashion-news/fashionfeatures/what-to-watch-global-fashion-weeks-adapt-to-post-coronavirus-landscape-1203699902/
  14. Jonathan C. (2020, December 28). Listenfirst Retrieved March 22, 2021, from https://www.listenfirstmedia.com/blog-5-social-media-insights-around-virtual-fashion-weeks/
  15. Joo, B. R. (2016). A study on seoul fashion week aimed to strengthen the global competitiveness of the Korean fashion industry. A Journal of Brand Design Association of Korea, 14(3), 105-124. https://doi.org/10.18852/bdak.2016.14.3.105
  16. Jung. S. (2020, April 24). Khan. Retrieved March 24, 2021, from https://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=103&oid=032&aid=0003005589
  17. Kim, D. H. (2020, September 22). Apparelnews. Retrieved May 7, 2021, from http://www.apparelnews.co.kr/news/news_view/?page=2&cat=CAT100&searchKey=&searchWord=&idx=185221
  18. Kim, J. H. (2005). A study on digital culture phenomenon shown in the modernly fashion design. Fashion & Textile Research Journal, 7(2), 143-152.
  19. Kim, K. H., Ko, E., Kim, S. J., & Jiang, Q. (2021). Digital service innovation, customer engagement, and customer equity in AR marketing. Journal of Global Scholars of Marketing Science, 31(3), 453-466. doi:10.1080/21639159.2021.1923054
  20. Kim, K., & Nam, K. (2020). A study on the expression of space design for developing user experience. Korean Institute Of Interior Design, 22(2), 319-322.
  21. Kim, S. E., & Ha, J. (2018). A case study on the changing aspects of modern fashion trend system. Journal of the Korean Society of Clothing and Textiles, 42(4), 708-725. doi:10.5850/JKSCT.2018.42.4.708
  22. Kim, S., & Ahn, D. K. (2016). Analysis of substantial visual elements in 3D digital fashion show. Journal of Communication Design, 57, 305-320.
  23. Lee, J. (2020). A study on types of short-form video contents. Humanities Contents, (58), 121-139. doi: 10.18658/humancon.2020.09.121
  24. Lee, K. Y. (2010). All about fashion show: fashion show planning. Seoul: BookCafe.
  25. Nam, C., Cho, K., & Kim, Y. D. (2020). Cross-cultural examination of apparel online purchase intention: SOR paradigm. Journal of Global Fashion Marketing, 12(1), 1-15. doi:10.1080/20932685.2020.1845766
  26. Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46. doi:10.1080/20932685.2020.1835522
  27. Park, H. (2020, October, 16). Donga Ilbo. Retrieved May 7, 2021, from https://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=103&oid=020&aid=0003314968
  28. Park, M., & Ko, H. Z. (2017). (A) study on digital fashion from the aesthetic perspective of media. The Research Journal of the Costume Culture, 25(1), 48-63. doi:10.7741/rjcc.2017.25.1.048
  29. Park, O., & Lee, U. (2019). Trends in digital transformation strategy of global fashion companies. Journal of the Korean Society of Design Culture, 25(4), 223-239. doi:10.18208/ksdc.2019.25.4.223
  30. Samantha C. (2020, September 10). WWD. Retrieved March 22, 2021, from https://wwd.com/fashion-news/fashion-features/londons-shows-will-go-on-despite-more-stringent-covid-19-measures-1234578606/
  31. Taro M. (2020, November 2). Rakuten.today Retrieved March 15, 2021, from https://rakuten.today/blog/rakuten-fashion-week-tokyo-2021-spring-summer.html
  32. The State of Fashion 2021. (2020, December 1). The State of Fashion 2021 BoF-McKinsey. Retrieved March 15, 2021, from https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion
  33. Uh, K. J., & Park, H. S. (2011). A study on presentation of fashion in a digital age-focusing on fashion influenced by architecture. Journal of the Korean Society of Fashion Design, 11(2), 55-74.
  34. Uhlirova, M. (2013). 100 years of the fashion film: Frameworks and histories. Fashion Theory, 17(2), 137-157. https://doi.org/10.2752/175174113X13541091797562
  35. Wu, S., Kang, Y., Ko, Y., Kim, A., Kim, N., & Ko, H. (2013). A study on the case analysis and the production of 3D digital fashion show. Journal of Fashion Business, 17(1), 64-80. https://doi.org/10.12940/jfb.2013.17.1.064
  36. Yoo. J. Y. (2020, March 31). JoongAng Ilbo. Retrieved May 7, 2021, from https://news.joins.com/article/23743528
  37. Yoon, S. N., & Kwak, T. G. (2020). A study on 'See now, Buy now', the latest trend of the new supply chain management of a luxury fashion brand, Burberry in the digital era. Journal of the Korea Fashion and Costume Design Association, 22(2), 29-43. doi:10.30751/kfcda.2020.22.2.29