패션 일러스트레이션을 이용한 ‘크레씨(Cressi)’ 패션상품화

• 영문명: The Study on Fashion Merchandising of ‘Cressi’ Using Fashion Illustration: Focused on Storytelling Marketing
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 윤성욱(Seongwook Yun) 홍인숙(Insook Hong)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제15권 제2호, 101~121쪽, 전체 21쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2011.12.30

영문 초록

This study proposed a fashion merchandising technique utilizing fashion illustration and storytelling marketing which can move consumers’ emotions most effectively. As the method of this study, theoretical and exploratory studies were conducted about merchandising practices. For exploratory study, the brand Cressi, which has contributed for expansion of the rising extreme sports, was investigated and did merchandising as the storytelling theme of the movie ‘Le Grand Blue’. This study mainly focused on design development while limitedly introduced various utilizing methods of marketing. To maintain constantly the brand identity, continuous studies are required about utilizing of marketing such as advertisement utilizing fashion illustration and storytelling, promotion, and VMD.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 스토리텔링 마케팅을 적용한 패션 상품기획 사례분석

Ⅳ. 패션 일러스트레이션과 스토리텔링 마케팅을 적용한 패션 상품기획 개발

Ⅴ. 결론 및 제언

참고문헌

키워드

fashion merchandising fashion illustration storytelling marketing Cressi