현대 섬유패션브랜드에 나타난 매스티지 현상

다국어 초록 (Multilingual Abstract)

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgio Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the efforts to create a sensation and bring it into vogue and offer emotional value to the consumers.

목차 (Table of Contents)

• I. 서론
• II. 매스티지의 일반적 고찰
• 1. 매스티지(Masstige) 개념
• 2. 매스티지족의 성향
• 3. 매스티지 브랜드의 특성
• III. 매스티지 섬유패션 브랜드
• 1. 매스티지 캐주얼 브랜드
• 2. 명품브랜드들의 매스티지 브랜드
• IV. 매스티지 마케팅
• V. 결론
• 참고문헌