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Fashion Installation as a Medium of Fashion Communication - Based on Quantum Project by Gentle Monster
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패션 커뮤니케이션 매체로서의 패션 인스톨레이션 : 젠틀 몬스터 퀀텀 프로젝트를 중심으로

논문 기본 정보

Type
Academic journal
Author
Jin Joo, Ma (홍익대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.69 No.3(Wn.218) KCI Accredited Journals
Published
2019.4
Pages
33 - 46 (14page)
DOI
10.7233/jksc.2019.69.3.033

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Fashion Installation as a Medium of Fashion Communication - Based on Quantum Project by Gentle Monster
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This study aims to prove that a fashion installation functions as a media of fashion communication which delivers a brand identity through the research of Quantum Project by a Korean eyewear brand Gentle Monster. The presentation methods of Quantum Project are story-telling, digital technology, and interaction, and its aesthetic values are decentralization, surreality, and multi-sentience. Quantum Project, in terms of a fashion communication media, has significances; the delivery of the brand identity, the tool of shoppertainment, and culture marketing. Quantum Project also plays a key role in expanding the boundary of fashion communication method through its serial installations. It consequently becomes a communication tool which offers the brand identity of Gentle Monster; experiment and innovation. This result has an implication that Quantum Project not only induces consumers to come to the store and produces a commercial effect, but from a more strategic and longer-term perspective, would inculcate consumers with the brand identity. This study is thus expected to expand the academical research field of fashion installation as a fashion communication media as well as to lead its meaning, value and new inspiration. Furthermore, from a business perspective, it will also propose the boundary expansion of fashion presentation methods and content and further aid to vitalize creative and experimental practice and research on fashion communication.
#fashion communication(패션 커뮤니케이션) #fashion installation(패션 설치) #Gentle Monster(젠틀몬스터) #shoppertainment(쇼퍼테인먼트)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 젠틀 몬스터 퀀텀 프로젝트
Ⅳ. 퀀텀 프로젝트에 나타난 패션 커뮤니케이션 특성
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2019-381-000791694