니트 브랜드의 수공예적 아트 콜라보레이션에 대한 연구 - 플러쉬미어를 중심으로 -

Abstract

Collaboration is appearing as an intense and effective means that can differentiate brands and upgrade the image of brands. This study is intended to investigate the intention and process of art collaboration exhibition of PLUSH‘MERE, an cashmere knit brand, to analyze WITHARTIST artists who recreat an artwork by adding handcraft elements to knit products, leading to sales. The study’s theoretical background is the handcraft technique reflected to the art collaboration and knit fashion trend. For empirical review, PLUSH‘MERE art collaboration’s works per each artist are researched and characteristics are analyzed. The result of analysis on the collaboration of PLUSH‘MERE’s knit and artists deduct analogue sentiment stimulation as the value of handcraft, possession value by rarity, pride by value production and consumption as the value of handcraft and the practice of sustainability of small specialized fashion brand. This study shows the efforts and philosophy of the knit brand to improve brand image and instill value in products through art collaboration. It is expected that creative and detailed studies on various cases should be done for revitalization of knit brand’s art collaboration.