메종 에르메스 도산 파크 쇼윈도 디스플레이에 나타난 아트 콜라보레이션 특성 연구

초록

This study examines the impact of art collaborations―a fusion of fashion and art culture―on the implementation of brand identity and artistic value in response to evolving consumer values. Focusing on the show window displays of Maison Hermès Dosan-Park from 2014 to 2024, the research explores the concepts, types, and characteristics of art collaborations within the context of visual merchandising (VMD). The findings reveal that show window displays, by creatively integrating spatial, display, and presentation elements, effectively convey Hermès’ heritage and innovation, while art collaborations enhance the brand’s artistic value and identity through originality, symbolism, and promotional effectiveness. Moreover, these artistic experiences facilitate the formation of emotional bonds between consumers and the brand and contribute to the expansion of social value. The study suggests that art collaborations positively influence the development of VMD strategies and brand loyalty in the fashion industry and provides a foundational framework for future comparative research across various brands and international markets to develop sustainable marketing strategies.

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