지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국복식학회 International Journal of Costume and Fashion International Journal of Costume and Fashion Vol.18 No.1
- 발행연도
- 2018.6
- 수록면
- 1 - 11 (11page)
- DOI
- 10.7233/ijcf.2018.18.1.001
이용수
초록· 키워드
오류제보하기
High-street brands are aiming to generate inclusivity through the co-creation of their products; whereas luxury fashion brands have to seek inclusivity without endangering luxury product features, such as craftsmanship. Moreover, luxury brands are still experiencing difficulty in creating a relationship with the consumer fearing to lose control and the allure of exclusivity.
However, it is possible to identify a successful example of attempted inclusivity among luxury fashion brands: Gucci S.p.A. This paper aims to analyse Gucci’s attempt to generate inclusivity through different activities that are not compromising the perceived exclusivity of the product, but on the contrary, they are an opportunity of brand value generation.
Data were collected through one semi-structured interview with the Gucci’s CMO, two semi-structured interviews with 2nd-year university students of fashion marketing, and one focus group with four final- year university students of fashion marketing. All data were analysed by applying thematic analysis, and the themes of engagement, and brand experience.
Findings suggest that Gucci’s new exclusive inclusivity strategy incorporates a series of educational activities for selected groups of Higher Education students that provide an authentic insight into the brand. The evidence says that the strategy is appealing to Millennials and may be successful on the market.
However, it is possible to identify a successful example of attempted inclusivity among luxury fashion brands: Gucci S.p.A. This paper aims to analyse Gucci’s attempt to generate inclusivity through different activities that are not compromising the perceived exclusivity of the product, but on the contrary, they are an opportunity of brand value generation.
Data were collected through one semi-structured interview with the Gucci’s CMO, two semi-structured interviews with 2nd-year university students of fashion marketing, and one focus group with four final- year university students of fashion marketing. All data were analysed by applying thematic analysis, and the themes of engagement, and brand experience.
Findings suggest that Gucci’s new exclusive inclusivity strategy incorporates a series of educational activities for selected groups of Higher Education students that provide an authentic insight into the brand. The evidence says that the strategy is appealing to Millennials and may be successful on the market.
목차
Abstract
Introduction
Luxury Fashion Brands Exclusivity VS Consumer Engagement
Gucci S.p.A.
Methodology
Findings & Discussion
Conclusions
References
참고문헌 (37)
참고문헌 신청
[인터넷자원] - Adidas / 2017 / Strategy overview
[기타자료] - Ahmed, O. / 2017 / Coco Capitan: Gucci's young art star, Business of Fashion
[학술지(정기간행물)] - Amatulli, C. / 2012 / Externalised vs. internalised consumption of luxury goods: propositions and implications for luxury retail marketing / The International Review of Retail, Distribution and Consumer Research 22 (2) : 189 ~ 207
[학술지(정기간행물)] - Arnould, E. J. / 1993 / River magic: Extraordinary experience and the extended service encounter / Journal of consumer research 20 (1) : 24 ~ 45
[기타자료] - Bain, M. / 2017 / Gucci has a "shadow committee" of millennial advisors, Quartz
[기타자료] - Ahmed, O. / 2017 / Coco Capitan: Gucci's young art star, Business of Fashion
[학술지(정기간행물)] - Amatulli, C. / 2012 / Externalised vs. internalised consumption of luxury goods: propositions and implications for luxury retail marketing / The International Review of Retail, Distribution and Consumer Research 22 (2) : 189 ~ 207
[학술지(정기간행물)] - Arnould, E. J. / 1993 / River magic: Extraordinary experience and the extended service encounter / Journal of consumer research 20 (1) : 24 ~ 45
[기타자료] - Bain, M. / 2017 / Gucci has a "shadow committee" of millennial advisors, Quartz
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UCI(KEPA) : I410-ECN-0101-2018-381-003099422