부산대학교 도서관

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.