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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 23, No. 1, pp.59-77
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2023
Received 06 Apr 2023 Revised 17 Jun 2023 Accepted 25 Jun 2023
DOI: https://doi.org/10.7233/ijcf.2023.23.1.059

The Effect of Brand Identity Extension through Inter-Industry Collaboration : The Case of a Fashion Brand and a Long-Lived Domestic Brand

Yoon Kyung Lee ; Seung Ah Choi ; Yera Choi ; Miah Lee†
Assistant Professor, Dept. of Clothing and Textiles, Pusan National University, Busan, South Korea / Research Institute of Human Ecology, Pusan National University, Busan, South Korea
Master’s Alumna, Dept. of Clothing and Textiles, Yonsei University, Seoul, South Korea
Master’s Alumna, Dept. of Clothing and Textiles, Yonsei University, Seoul, South Korea
Senior Researcher, Research Institute of Human Ecology, Seoul National University, Seoul, South Korea

Correspondence to: † ennuie7@snu.ac.kr

Citation Lee, Y. K., Choi, S. A., Choi, Y., & Lee, M. (2023). The effect of brand identity extension through inter-industry collaboration: The case of a fashion brand and a long-lived domestic brand. International Journal of Costume and Fashion, 23(1), 59-77.

Abstract

This study aims to investigate how fashion brands can strengthen or extend their brand identity using inter-industry collaboration with long-lived brands that are 30+ years old in their respective industry. In particular, this study explores the characteristics of fashion products created through inter-industry collaboration that reflect the expanded brand identity and the value they can provide to consumers. For this purpose, we conducted a qualitative multiple case approach and used Kapferer‘s brand identity prism model as a framework for our analysis. The sampling frame includes cases of inter-industry collaboration between fashion brands and long-lived brands from 2015 to 2022. Twenty-six cases were initially collected, and four cases were finally selected based on topicality, sales performance, and design expressiveness: 4XR × Gompyo, Covernat × Jinro, Guess × Gas hwalmyeongsu, and Fila × Merona. The main findings of this study show that collaborated fashion products have six characteristics of originality, aesthetics, scarcity, playfulness, reliability, diffusivity, and provide consumers with four brand values: emotional, economic, self-expression, and social. This study identifies the practical benefits that fashion brands can gain from leveraging long-lived brands, which have implications for fashion companies' branding strategies.

Keywords:

Inter-industry collaboration, Long-lived brand, Brand identity extension, Characteristics of collaborative product, Customer value

Acknowledgments

This work was supported by the National Research Foundation of Korea(NRF) Grant funded by the Korean Government (NRF- NRF-2021R1I1A1A01055111).

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