H&M과 UNIQLO 브랜드의 콜레보레이션 사례에 관한 연구

With the advent of cultural economy, many global SPA brands have launched to satisfy the want of consumers who eager to follow the fast fashion trend. Recently collaboration is a crucial strategy for SPA Brands to improve the quality of creativeness in design, that eventually help build customer brand loyalty. Accordingly the purpose of this paper is to provide a theoretical data and implications deduction of collaboration strategy through investigating the successful case study of global SPA brands such as H&M and UNIQLO. Main scopes of this paper are the case study of H&M and UNIQLO, among the global brands which have already located in Korea and have been reported as successful cases of upgrading economic value through collaboration. The methodical approach is to review the theoretical data variety of literatures including thesis, books, periodicals, internet & D/B. and categorizing and analysis were researched as well. The results were as follows; First, The collaboration quality of those brands have influenced the vitalization of the brand creativity and acquired not only the extension of cultural identity but the cultural economic value as well. second. Through this study, domestic SPA brand forward active collaboration also grown into a global brand with hope.