패션디자이너가 콜라보레이션 한 화장품 이미지 전략에 관한 소비자 태도

Abstract

Due to business depression and economic crisis, the entire industry’s growth rate has been decreasing except for the cosmetics industry, which has maintained steady growth. The technical skills of cosmetic products have shown upward leveling, and since product life cycle has gradually become short, a product’s image is now more important than its functional aspects. In order to cope with various consumers’ change, cosmetics companies are using a business strategy called “Collaboration” as a part of effective marketing. This study conducted a survey of 415 women in their 20s to 30s for researching the actual state of collaborative products, their expected effects and concerns. The study has significance for basic marketing data for cosmetics companies that plan for fashion collaborations in the future. The analysis of images of fashion designer’s collaborative cosmetics shows that consumers find cosmetic products’ collaboration with character designs impressive, that the image is attractive, and that colored cosmetics match fashion designer’s collaboration. Also, 47.7% of the surveyed women favored collaborative product with a designer’s own painting highlighted. This study shows that when cosmetic companies collaborate with fashion designers, they practice by putting the designer’s own paintings on colored cosmetic products.