럭셔리 패션 브랜드에 나타난 디지털 일러스트레이션 표현특성 연구- 커뮤니케이션 매체에 나타난 디지털 일러스트레이션 중심으로 -

Abstract

Luxury fashion brands have actively used digital illustration as a means of communication that delivers the image of luxury fashion brand to the public to reinforce uniqueness and scarcity. According to this, this study analyzed its qualities including which types and methods are used to express the image by understanding the variety of digital illustration shown by luxury fashion brands. This study theorized luxury fashion brands of identity and digital illustration, followed by the deduction and classification of expression characteristic types of digital illustration shown in luxury fashion brands in communication media between 2015 and 2019 through literature review. Then, 5 brands that have used digital illustration actively were selected and the expression characteristics of digital illustration were analyzed by each brand. The expression characteristics of digital illustration in the luxury fashion brands can be suggested into 5 qualities including surrealism expressed by the combination of exotic components, simplicity of metaphor expression, purity expressed in painting image, playfulness expressed by kidult emotion and reality of hyper-realistic expression. As a result of this study, the digital technology image and purity expression of painting image which is the opposite aim at human emotion as well as it enhances artistic value. In addition, the playfulness of kidult emotion, the most common quality, shows its own personality and scarcity warm analog emotionally to satisfy young consumers of luxury fashion brands communication strategy and creates new values in order to maintain sustainable relationships.