패션 일러스트레이션을 이용한 ‘크레씨(Cressi)’ 패션상품화

The Study on Fashion Merchandising of ‘Cressi’ Using Fashion Illustration: Focused on Storytelling Marketing

This study proposed a fashion merchandising technique utilizing fashion illustration and storytelling marketing which can move consumers’ emotions most effectively. As the method of this study, theoretical and exploratory studies were conducted about merchandising practices. For exploratory study, the brand Cressi, which has contributed for expansion of the rising extreme sports, was investigated and did merchandising as the storytelling theme of the movie ‘Le Grand Blue’. This study mainly focused on design development while limitedly introduced various utilizing methods of marketing. To maintain constantly the brand identity, continuous studies are required about utilizing of marketing such as advertisement utilizing fashion illustration and storytelling, promotion, and VMD.