루이뷔통의 브랜드 커뮤니케이션 전략 연구 : 패션쇼의 트랜스미디어 스토리텔링 전략을 중심으로

Abstract

This study started with the question on whether the context of rapid growth of luxury brands despite the pandemic situation caused by COVID-19, which began in 2020, was due to an expansion in the customer base to the MZ generation, new customers of luxury goods, and a cross-media storytelling strategy that crosses online and offline media. The research aims to examine the application and scalability of a cross-media storytelling strategy in the corporate brand market beyond the cultural industry market by analyzing the fashion show-centric brand communication strategy of Louis Vuitton. As a result of the research, we confirmed that Louis Vuitton's fashion show-centric brand communication strategy extends the brand identity of "travel" to the central worldview of the 2021 fashion show by fully applying the seven fundamental concepts defined by Jenkins (2010). In other words, this study divided the stories of Louis Vuitton's three shows in 2021 into several successive plots, allowing customers to enter the worldview of the brand's "journey," while serving as a starting point and contact for each independent realization. The stories proceed with a storytelling strategy that allows them to share the same worldview while having a structured story. Based on these research results, we propose that it is necessary to apply the transmedia storytelling strategy, which has been used in a limited way in the cultural industry market, to the luxury brand market as well as to the general market of product brands targeting the MZ generation.