패션 콜라보레이션 유형에 따른 소비자 소비심리 분석

Abstract

Various social and cultural changes are happening due to social environmental and new industrial revolutions. The psychology of the public is also getting affected in this big chaos and it directly relates to the industrial structure. Values of products that satisfy consumers got diverse, and a lot of different attempts are being made to satisfy them even more. Collaboration-works that have been going on for the past years came back in much fresher and more powerful way. Thus, companies, nowadays, frequently utilize collaboration with brands. This study aims to analyze different cases of various collaborations. This is done not only by studying numerical data, but also by analyzing the cultural phenomena and types of consumer psychology based on the their values. The method of this study set on purpose of collaboration and made out various information on changes of cultural phenomenon by analyzing consumer emotion and psychology. Also 50 consumers working in the fashion industry got analyzed with use survey to check their emotions when interacting with different cases of collaboration. As a result, the data of consumption psychological types applied to collaboration and data of questionnaires were analyzed. In a nutshell, emotions and psychological types are also changing in the era where everything is rapidly changing. Consumers want to achieve sensational satisfaction in consumption, want to purchase decent quality products at reasonable prices, and want to be respectful for their uniqueness that is quite different from others. Collaboration is one of many ways of delivering high satisfactory for consumer emotions. Therefore, it is developing in many different types, and it has been confirmed that emotions of consumers are different in diverse cases. In conclusion, product planning and marketing approaches need to continue to be developed, considering consumer emotions and psychology.