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현대 패션에 나타난 디지로그의 특징

A Study on the Features of Digilog in Contemporary Fashion

서승희|유차향
한국패션비즈니스학회|2017.11|패션 비즈니스 (Journal of Fashion Business)|제21권 제5호|pp. 61-77|DOI https://doi.org/ 10.12940/jfb.2017.21.5.61

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참고문헌

키워드

감성emotion패션fashion디지로그digilog
주제분류생활과학

초록

Fashion companies are increasingly becoming aware of the importance of Digilog as a response strategy to an emotional stimulus, in order to win the hearts of consumers, because the Digilog provides a new type of emotional value. The features of Digilog found in modern fashion are characterized as follows: first, the “Fashion Image of Hybrid Nature” expresses nature in a new light or reinterprets existing expressions of nature, by using cutting-edge technology based on the psychological desire to return to, adapt with, and harmonize with nature. Second, the “Fashion Image of Nostalgia,” which exhibits past forms of regressive fashion, is a fashion code that can be understood as a social trend. It has a digital exterior, with retro materials and old perfumes that reflect psychological comfort, as its expressive medium. Third, the “Lifestyle through the Technique of Interaction” is the sharing of information through consumer participation and delivery, or its interaction. Fourth, the “Fashion Design through the Technique of Customizing” allows consumers to actively participate in the design process. It reflects the consumer’s desire to personally design fashion products. Fifth, the “Emotion Sharing through the Technique of Storytelling,” which focuses on intangible values, is based on the sentiment of communication between the consumer and the brand, thereby satisfying the inner values as well as the aesthetic demands of consumers. This study confirmed that digital fashion, which uses digital technology based on analog sentiments, has opened up a new environment for fashion culture and has also widened the boundaries of fashion.

Abstract

Fashion companies are increasingly becoming aware of the importance of Digilog as a response strategy to an emotional stimulus, in order to win the hearts of consumers, because the Digilog provides a new type of emotional value. The features of Digilog found in modern fashion are characterized as follows: first, the “Fashion Image of Hybrid Nature” expresses nature in a new light or reinterprets existing expressions of nature, by using cutting-edge technology based on the psychological desire to return to, adapt with, and harmonize with nature. Second, the “Fashion Image of Nostalgia,” which exhibits past forms of regressive fashion, is a fashion code that can be understood as a social trend. It has a digital exterior, with retro materials and old perfumes that reflect psychological comfort, as its expressive medium. Third, the “Lifestyle through the Technique of Interaction” is the sharing of information through consumer participation and delivery, or its interaction. Fourth, the “Fashion Design through the Technique of Customizing” allows consumers to actively participate in the design process. It reflects the consumer’s desire to personally design fashion products. Fifth, the “Emotion Sharing through the Technique of Storytelling,” which focuses on intangible values, is based on the sentiment of communication between the consumer and the brand, thereby satisfying the inner values as well as the aesthetic demands of consumers. This study confirmed that digital fashion, which uses digital technology based on analog sentiments, has opened up a new environment for fashion culture and has also widened the boundaries of fashion.

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