밀레니얼 세대 소비자 관점에서 구찌 컬렉션에 나타나는 뉴트로 스타일에 관한 연구

초록

With the recent rise of the millennial generation as a major consumer, the new retro style, which is different from the past, has emerged as a trend. The objectives of this study are as follows. First, the theoretical consideration of millennial consumers is to shape them from the perspective of this study and to propose a research perspective. Second, Alessandro Michele will analyze the characteristics of the Gucci brand collection with creative directors. Third, it draws the characteristics of the Gucci collection from the viewpoint of Millennial consumers. The method of study was a combination of theoretical study and case study analysis, and the results of this study show that the Newtro-style featured in the Gucci collection were characterized by its ease, diversity, and fantasy. The entertainment elements shown in the Gucci collection were expressed in a way that created hoopla by combining graffiti pattern patterns and images of cartoon characters, and clothes that don't match with other styles in dressing. Diversity was expressed as a reminder of ethnic Esnic and certain times. It also expressed its pursuit of diversity through its hip-hop style and its androgens look, which does not distinguish the sex of a man or woman. The Millennial generation's tendency to pursue romance and fantasy was created by taking fantastic images and printing them on clothes, by combining foreign materials, or by objects such as dolls, umbrellas, and liabilities in the wrong person's head. In this way, Newtro has emerged as a fashion trend that is compatible with younger generations ' sensibilities through modern reinterpretation of the past, suggesting that the concept and style analysis of the style be conducted through further study based on more objective data in the future.

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