A case study on value creation of fashion brands using content collaboration targeting MZ generation
| Autor: | Hae Kyung Shin |
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| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | The Research Journal of the Costume Culture. 28:830-844 |
| ISSN: | 2383-6334 1226-0401 |
| DOI: | 10.29049/rjcc.2020.28.6.830 |
| Popis: | The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value. |
| Databáze: | OpenAIRE |
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