키덜트 패션을 위한 캐릭터 협업 디자인 전략 - 스파오(SPAO) 브랜드 사례연구를 중심으로 -

Abstract

This study investigates character collaboration strategies in the context of rising kidult fashion as an emotional and cultural consumption trend. Jo’s kidult consumers typology and Byeon’s character function theory were used to analyze 33 SPAO collaboration cases released between 2022 and 2024. The study adopts a two-stage qualitative content analysis method: 1. categorizing the cases into four types of character collaboration strategies: character-centric, narrative worldview-immersive, fandom-centric, and retro sensibility; and 2. interpreting each type through an integrated framework combining emotional design, nostalgic bonding, and social identity theory. Data were collected from publicly available digital sources and examined with respect to emotional visualization, product design, affective messaging, and participatory/social-media strategies. The findings show that character-centric collaborations were most prevalent (45.5%), emphasizing direct visual cues and everyday product integration. The other three types account for 18.2% each, highlighting narrative immersion, fandom identity, and generational nostalgia, respectively. Character collaboration operated as an affective and symbolic communication mechanism that structures emotional connection, identity expression, and cultural resonance. The results demonstrate that character collaboration is a strategic tool for strengthening consumer engagement, cultural inclusivity, and brand loyalty. The study positions kidult fashion collaboration within an integrated emotional identity and offers a framework for brands to develop emotional comfort products, immersive storytelling designs, fandom-driven engagement, and intergenerational appeal.