럭셔리 패션에 수용된 힙합 패션 전략 및 특징 -루이뷔통을 중심으로-

초록

This study aims to look at the trend of the contemporary fashion industry by analyzing Louis Vuitton's strategies and features that accept hip-hop fashion, which is drawing attention as ‘advanced subculture’. The research method was carried out based on literature research and case analysis, and the theoretical background was examined through academic journals with keywords for subculture, hip-hop, and hip-hop fashion, and the strategies and features of hip-hop fashion reflected in Louis Vuitton were analyzed based on the men's clothing collection and articles released over the past six years. As a result of the study, 1) hip-hop fashion acted as an expression tool for Afro-American identity and is still an important phenomenon that reflects social and cultural context beyond style. 2) Louis Vuitton's acceptance of hip-hop fashion is a flow to respond to new changes in the times and can develop significantly when culture and innovative changes are accompanied in a balanced way. 3) It was confirmed that the change in consumer perception led to the popularization of luxury fashion, leading to the expansion of the consumer base and sales growth. 4) Strategic attempts to integrate luxury and hip-hop fashion contributed to the formation of a new fashion unique to Louis Vuitton. 5) In order to integrate the symbolism and sensibility of hip-hop into high-end fashion language, it was re-established into a young and modern image, and it was found that a luxury style that combines multicultural elements is presented as the direction of the brand. This study is meaningful in that it is possible to look at the influence of overturned hip-hop and the trend of the modern fashion industry by analyzing Louis Vuitton's strategy for a new consumer group and the features of fashion. It is believed that it will be able to contribute as basic data for seeking the direction of the fashion industry, and furthermore, it is hoped that follow-up studies of the multidisciplinary approach to fashion and social and cultural relations will continue as steps to embrace culture that encompass tradition and modernity will continue.

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