IMC 전략을 통한 패션 & 뷰티 분야의 아트 콜래보레이션 상호 연관 분석

Abstract

Art collaboration is much more effective than the existing brand images in the aspect of uniqueness, fun, and interest in the fashion and cosmetic brands. Because it is relatively new, art collaboration seems to have lessened the effect regarding aptitude and favoring preference. Therefore, there is a need to change people's understanding of art collaboration though advertisement or promotions with integrated marketing communication strategy such as PR, direct marketing, personal selling, sales promotion, or relationship marketing in the fashion and cosmetic brands establishing the IMC strategy of Collaboration through the related article search and case studies from the quantitative analyses in the fashion and cosmetic brands. Art collaboration includes the visual expression factors of brand identities as standard and suggests a practical direction based on experimental researches in the fashion and cosmetic brands. The art collaboration brand is related to people's attitude, which is a dependent variable, through the IMC has been analysed in four dimensions, in terms of its aptitude, uniqueness, interest, and preference. The brand effect is also another significant factor regarding brand attitude which follows focused IMC directly to the expressive art collaboration and the existing brand attitude. IMC is shown by the positive attitude and the brand image preference of the manufacturing company is more increasing.