메타버스 플랫폼과 명품 패션브랜드의 협업 효과

• 영문명: Collaborative effect of metaverse platform with luxury fashion brands: Focused on Animal crossing: New Horizons, Valentino, Zepeto and Gucci
• 발행기관: 한국디자인리서치학회
• 저자명: 최영현 (Choi, Yeong-Hyeon) 석수선 (Suk, Soo-Sun)
• 간행물 정보: 『한국디자인리서치학회 학술대회 자료집』2021 한국디자인리서치학회·한국공공디자인학회 공동 국제디자인전시회 및 콘퍼런스, 38~41쪽, 전체 4쪽
• 주제분류: 예술체육 > 미술
• 파일형태: PDF
• 발행일자: 2021.07.05

영문 초록

This study aims to analyze the synergy effect obtained by the metaverse platform in collaboration with luxury fashion brands. We collected social big data representing the consumers’ reactions, employing the programs Textom 5.0 and NodeXL 1.0.1. As a result of the study, the collaboration between “Animal Crossing” and “Valentino” projected onto the consumers a conspicuous personality through the avatar, generating a novel communication effect, whereas the collaboration between “Zepeto” and ”Gucci” also produced the expected effect on the possibility of new profit creation for consumers. Additionally, the collaboration between the metaverse platform and luxury fashion brands was effectively perceived as a fun marketing strategy offering consumers a playful element in all items.

키워드

Metaverse Collaboration Metaverse platform Avatar fashion Social big data analysis