고객경험(CX) 확장을 위한 효과적인 콜라보레이션 활용 연구- 럭셔리 패션브랜드의 가방을 중심으로 -

Collaboration has several advantages that can be improved not only in brand image but also in design, management, and marketing aspects, but there were difficulties as its regulations and design methods were not defined. By analyzing the design elements expressed in the bag collaboration products of luxury fashion brands, the collaboration stage is defined, and by identifying the characteristics that are meaningful in expanding the customer experience step by step, a collaboration strategy that meets brand awareness and business purpose is proposed. For the top three global luxury brands with high sales and recognition (Lois Vuitton, Gucci, Dior), bag collaboration products after 2000 were set and analyzed as identity, affinity, surprise, and scarcity from the perspective of design and consumer. As a result of the analysis, collaboration can be defined from 1 to 5 stages according to changes in design elements. In terms of customer experience, the 1, 2, and 3 levels of identity and affinity are familiar to existing customers and markets, so they expand the cognitive and usability experience, and the 4 and 5 levels of surprise and scarcity create new identities, thereby expanding the experience and social experience. It is hoped that this study will be used as strategic data to improve profits as well as positively evaluate brand image in consideration of the context and recognition pursued by the brand, away from simple exposure for curiosity stimulation when attempting collaboration in luxury or plague brands in the future.