스포츠 패션 브랜드에 나타난 팝아트 콜라보레이션 연구

Abstract

Recently, fashion companies are carrying on with various fields briskly such as get together with designers, celebrities and arts that so called the days of collaboration. Today’s consumers want peculiar products differently from others and brands show new images few have seen through collaboration so that they can promote differentially and make use it as important strategies in marketing. Also, in collaboration which is taken in the fashion company is most experienced instances using the characteristic and expressional technique of pop art in the way that can launch high-valued products and be easy to meet consumer’s diversified wants. Collaboration settles in the entire industry as a trend now, studies on collaboration showed that most on the fashion industries and rather were incomplete with sport brands which is the inception of. This study analyzes instances based on the literature review of the characteristic and expressional technique of pop art in collaboration of sport fashion brand, so that helps developing the new brand market and would like to contribute for study materials to have positive effects on consumer’s product selection and preference. Thus, this study makes case analyses of pop art collaboration on sport fashion brand, classifies it into clothes, shoes and accessories and the types and characteristics are as below. Characteristic of pop art collaboration on sport fashion brand is color-blocking using pop-colors, and use of collage techniques. Also, printing using silk screen techniques or applying appliqué forms adapted pop art works directly. The study found that popularity of pop art is expressed subjects, celebrities of collaboration or icon of pop culture.