earticle

영어

The new consumption trends in the 21st century are the desires of variety based on individuals. The trading up phenomenon that leads the changes of consumption culture spreading over the whole industrial sections satisfies the desire of consumer's senses. In addition, as the art generation that is taking root as a new consumption stratum is increasing, approach to art works is getting fast and preference is getting higher. This influence can be called a motive to expedite collaboration with designers and brands. Furthermore, collaboration with famous artists leaped into a social overall trend and the reason why its area is expanding is not because it means that a fashion is trend but because it means that fashion is expanding to ‘lifestyle of fashion’ so that the consumer's desire area is changing. This study investigated cases in order to realize how collaboration influences the win-win effect of designers and brands and the image raise of brands and products and whether it is in compliance with the purpose of marketing activities by analyzing collaboration in progress of various fields. The various discussions on the meaning and development method of collaboration that is rising as an active marketing skill in lest than a few years can be considered to be an important variation in marketing activities in the future. Fashion evolves as time passes on and accordingly fashion and its related surroundings are developing together. In this connection, consumer’s desires also differentiate and as a countermeasure of this, the role of collaboration will be a more important rising factor as trading up in the design industry and marketing industry in the future.