스니커즈 리셀(Resale) 현상 분석(제1보)
Analysis of Sneakers Resale Phenomenon(PartⅠ)
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Recently, the share of sneakers in the fashion industry has been rapidly increasing along with the replacement of consumption generation and change of marketing environment. For coping with the structural change of fashion industry and forming the new paradigm of sneaker industry, this study aims to analyze the features of MZ generation emerging as the new leader in the consumption market at present and the features of sneakers resale phenomenon and its significance observed around this generation. In accordance with the analysis results, the features of MZ generation include the individual-centered value, participation-focused social awareness, contents-oriented relationship and experience-centered lifestyle. The features of sneakers resale phenomenon are summarized into the preference on famous brands, popularity of collaboration goods, interest on limited edition, sales in various methods, high price and generation of premium. For the significance of resale phenomenon, the symbolic consumption was identified. Symbolic consumption was expanded from the material concept in the traditional viewpoint on the aspect that resale phenomenon expresses the symbolic value and expands the scope of luxury by preferring the famous brand and trading at high price. The second significance is the experiential consumption adding the non-material concept in the modern viewpoint on the aspect that resale forms the experiential value and it is recognized as one of popular culture due to the popularity of collaboration goods and limited edition. The last significance is the economic consumption expanded to the concept of goods in the futuristic viewpoint on the aspect that resale increases the economic value and changes the original meaning to investment goods on the basis of the rarity and premium of goods.
Abstract
Recently, the share of sneakers in the fashion industry has been rapidly increasing along with the replacement of consumption generation and change of marketing environment. For coping with the structural change of fashion industry and forming the new paradigm of sneaker industry, this study aims to analyze the features of MZ generation emerging as the new leader in the consumption market at present and the features of sneakers resale phenomenon and its significance observed around this generation. In accordance with the analysis results, the features of MZ generation include the individual-centered value, participation-focused social awareness, contents-oriented relationship and experience-centered lifestyle. The features of sneakers resale phenomenon are summarized into the preference on famous brands, popularity of collaboration goods, interest on limited edition, sales in various methods, high price and generation of premium. For the significance of resale phenomenon, the symbolic consumption was identified. Symbolic consumption was expanded from the material concept in the traditional viewpoint on the aspect that resale phenomenon expresses the symbolic value and expands the scope of luxury by preferring the famous brand and trading at high price. The second significance is the experiential consumption adding the non-material concept in the modern viewpoint on the aspect that resale forms the experiential value and it is recognized as one of popular culture due to the popularity of collaboration goods and limited edition. The last significance is the economic consumption expanded to the concept of goods in the futuristic viewpoint on the aspect that resale increases the economic value and changes the original meaning to investment goods on the basis of the rarity and premium of goods.
참고문헌 (48)
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