ScholarWorks@중앙대학교

초록

This study explores consumers' perceptions of collaboration strategies in luxury fashion brands and classifies perception types through in-depth interviews. Collaboration has recently emerged as a crucial means of shaping brand identity and driving value innovation, extending beyond simple product expansion. However, systematic research on the complexity of consumer perceptions regarding these strategies remains limited. To address this gap, the study first employs big data analysis to examine trends, key statuses, and consumer attention toward luxury brand collaborations, providing a data-driven overview of market dynamics. It then incorporates qualitative interviews with consumers and industry experts to generate richer insights, mapping diverse perception systems, responses, and typologies. Based on these findings, the study suggests strategic directions for achieving brand differentiation and enhancing consumer value. Although empirical validation is not included, the research provides theoretical contributions and practical implications for how luxury fashion brands may leverage collaborations to strengthen value per ception and sustain competitive advantage.

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