ScholarWorks@중앙대학교

초록

As global consumer markets become increasingly saturated, traditional marketing methods face limitations in effectively engaging and attracting new generations of consumers. In response, many fashion brands are adopting worldview marketing strategies to create more immersive and interactive brand experiences, thereby enhancing brand competitiveness and loyalty. This study explored how fashion brands differentiate themselves through worldview marketing. Using a case study approach, six domestic and international fashion brands―Gentle Monster, Ader Error × Converse, Gucci Garden, Tim Comics, Nike’s Nikeland, and Dior × Gran Turismo 7―were analyzed. Each case was evaluated based on five strategic characteristics of worldview marketing: playfulness, interactivity, relationship-building, immersion, and narrativity. The findings indicate that the construction of brand universes enables fashion brands to deliver integrated and immersive experiences, particularly through the fusion of digital virtual spaces and physical environments that promote consumer interaction. Furthermore, brands effectively leverage storytelling elements, character development, and multimedia platforms to foster emotional connections and enhance brand loyalty. This study contributes to the existing literature by investigating the effectiveness of worldview marketing as an emerging communication strategy in the fashion industry. It offers practical implications for designing consumer experience-centered marketing strategies and highlights the need for further research on the influence of brand universe creation on consumer behavior.

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