리브랜딩 관점에서 하이패션 브랜드 인스타그램 콘텐츠의 메시지 전략 연구

초록

This study aims to analyze the types of messages the brand delivers to its followers and potential consumers through Instagram content operated by the rebranded high fashion brand, The purpose of the project was to identify communication strategies based on messages derived from them and find ways to utilize them. First, research methods are explored through theoretical consideration on the concept and role of rebranding, type of Instagram content, and message strategy. Second, it types the Instagram content characteristics of four high fashion brands. Third, based on the characteristics derived, the message strategy characteristics of digital communication deployed by the rebranded high fashion brand are derived. The results of this study are: The high fashion brand was able to confirm that they mainly utilize content in the form of images or videos with the aim of delivering product information and styling methods, celebrity photos, interest through storytelling, and brand identity establishment by using Instagram content. In terms of Instagram content messaging strategy, the rebranded high fashion brand placed the message strategy of the sensory domain first, but also used the message strategy of the next best, confirming that the function as a direct promotional channel was performing at a high rate.

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