메종 에르메스 윈도우 디스플레이에 나타난 아티스트 콜라보레이션 연구

초록

As consumption patterns change according to the expansion of the cultural base and the tendency to pursue lifestyles that value experience and experience, the fashion industry is also introducing art culture marketing strategies that reflect consumer needs. In particular, it differentiates product design and marketing through collaboration with famous artists centering on luxury brands, so it is necessary to analyze the current status and understand the academic understanding. The purpose of this study is, first, to examine the relevance and validity of this study based on the theoretical understanding of window display in art collaboration and VMD. Second, the types of art collaboration are classified by investigating and analyzing window display cases in Maison Hermes VMD. Third, the characteristics of art collaboration that appears on the Maison Hermes window display are derived. The research method conducts theoretical and case studies in parallel, and the subject of the study is a window display case of a Maison Hermès store in Japan and is limited to 10 years until the 2013 FW-2023 SS. In the research results, artist collaborations that appeared on the Maison Hermès window display were classified into marketing, artistic, and mixed types. In the conclusion of the study, the characteristics of artist collaboration on the Maison Hermès window display were derived from artistic originality, brand symbolism, and common publicity. This study has academic significance in that it looked at the window display as a way that can be used to induce cultural satisfaction and consumption of consumers from the perspective of an artistic marketing strategy.

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