브랜드 전통성의 현대적 재해석에 관한 연구

A Study on Modern Reinterpretation of Brand Traditionality -Focused on Louis Vuitton Design

The purpose of this study is to reinterpret the brand traditionality by modern views focused on Louis Vuitton. It could give good examples of brand planning for maintaining the tradition in spite of the fast trend retaining the contemporary sentiment. The method used in this study was a combination of theoretical studies and collection analysis. The Louis Vuitton's brand traditionality was drawn from the study of its pre-LVMH history and the reinterpretation was done by researching of the brand's fashion design and business since LVMH group. The design analysis was focused on women's apparel and bag collections from 98 F/W to 14 S/S by Marc Jacobs. The main contents and results were as followed. The traditionality of Louis Vuitton was derived from inherited value in the history considering factors like "tradition of travel bags", "tradition of logo", "luxury goods by excellent artisan spirit". First, the tradition of travel bags were appeared as design planning based on cultural inheritance of travel and the core value of bag. The second was the tradition of logo, which utilized to give an artistic and strategic ways in bag collections collaborated with contemporary artists. It gave style in women's fashion a new meaning and elevated elegance throughout the world with its classic monogram. The third was the luxury goods by excellent artisan spirit, which was reinterpreted as delicate details and elaborated cutting in women's fashion collections succeeded which resulted to french couture". The bag collections were designed in modern and elegant styles with the help of creative minds and use of the innovative and evolving technology. The case of Louis Vuitton would serve a remarkable reference in establishing a high standard marketing strategy and design planning for brand identities following the trend set by culture and influenced greatly by people.