아웃도어 패션브랜드의 콜라보레이션에 나타난 전략적 특성에 대한 연구: 노스페이스의 사례를 중심으로

Existing outdoor fashion brands tended to emphasize the functional characteristics of outdoor rather than taking artistic characteristics or cultural strategies. However, in modern lifestyles, the boundary between daily life and outdoor is becoming increasingly blurred, and outdoor fashion is also changing along with this phenomenon. It can be confirmed through the expansion of the area of . This phenomenon was strengthened as consumers' perceptions changed through collaborations with brands and artists in various fields, which had traditional characteristics of existing outdoor fashion brands, and as a result, outdoor fashion became the center of the trend encompassing the MZ generation. stood on The purpose of this study is to help understand and plan successful collaboration strategies through case studies and analysis of The North Face, a representative outdoor fashion brand that well represents the strategic characteristics of such collaborations. As a research method, a literature review study on collaboration strategies of fashion brands and a collection analysis were conducted focusing on strategically significant cases among collaborations conducted by The North Face. The strategic characteristics of The North Face's collaboration are as follows. First, by collaborating with a subculture brand with a strong cultural personality, it broke away from the traditional image of The North Face, obtained a free and trendy cultural image, and showed strategic characteristics that lead to the expansion of the consumer base. Second, through collaboration with high-end and designer brands, it showed the strategic characteristics of obtaining a sensuous and luxurious image of high fashion from the image centered on outdoor functionality. Third, through collaboration with artists, it revealed strategic characteristics that showed the possibility of expanding the area that was limited to industrial-oriented outdoor fashion through contact points with art.