리 브랜딩 된 Celine의 패션하우스 이미지 아이덴티티에 대한 연구

Abstract

This study examined the image identity of the Celine fashion house, which went through asuccessful re-branding using its tradition and succession, a process that was heavily influenced bytheir new designer, Phoebe Philo. The purpose of this study is as follows: first, to encourage the use of the fashion house in adomestic fashion market. Second, to increase awareness about image identity. Third, to providesuggestions of maintaining sustainable brand by examining a fashion house, which does not followfast-changing fashion trends but rather leads and creates fashion styles. The study extracted the characteristics of the Celine fashion house by analyzing data, whichwere collected from fashion literature, its designs, and its marketing. From the data, the studyfound ways that a brand could use to develop continually. Phoebe Philo re-branded the Celine by using minimalism to redesign its logo and create a newbrand image. Her method included the use of diverse and vivid colors via color-blocking, a featureof modern minimalism. This is a modern minimalism, which differentiates itself from otherswith the elaborate tailoring and delicate detailing effectively. The modern minimalism like thishas, caused the new mood beyond the flow of certain art trends and led the revolution, not theadvent, of the minimalism in the 1990s. This study believes that the aspect of the fashion-house following and succeeding the traditionis not just in the fashion house. This study should be seen as a significant step forward at a timewhen we desperately need the continuation of the unique brand recognized as fashion house inthe long-term domestically.