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̾ ̺ Ƶٽ Ұġ *(Drop) : ÷ Ƽ-̳ ÷ Ϻ Ǵ Ҽ Ʈũ (Ǹ)ϴ . 2018 4 LVMH׷ 귣 ͡ ÷̼ Ʈ̽ ÷( 1600޷ ) ǵǴ ɸ ð Ұ 16ʿ. 귣尡 ÷ ҽ ˸ ķ 3 Ҽ ̵ ǰ ¥ Խ ͻ̴. ̷ õ Ÿ ǰ ׵ Ȥϱ ƮƮ  ϴ ش. (drop)̶ θ ̷ Ǹ ÷ Ƽ ̳ ÷ Ϻ Ǵ Ҽ Ʈũ (Ǹ)ϴ ȴ. ⺻ ̵ 鿡 ǰ̶ ȯ ɾ ſ 氢 Ű ̴. ̷ ǰ ΰų ٷο ƴ ̶ ȯ . ƮƮ 귣 θ ͵ ŷ̴. 1990 Ʈ ó ȸ ŵ Ǹſ Ŵ δƮ(̱ 忡 2022 410޷ ) ϸ 10޷ ġ ƴ. Ư ̵ ٰ 𸮽(season-less) ̷ мǰ Ӱ ȭ״. ÷ ij 16 Ȱ ٸ мǰ ÷̾,  Ƶٽ Ű ̺롯 ˷ա ׼ϡ Ϻ Ұ 귣 ӡ̶ Ͻ 𵨿 پ . < Ÿӽ> 2017 ̾ (the year of the drop)̶ Ī߰, ؿ ̾. ֱ ̷ ⿡ ̽. ǥϴ Ÿ 귣 Ÿź üũ ȸ 10 17 ӡ ø Ŵ ̶ ǥߴ. Ŵ 17Ͽ 귣 νŸ׷ ê (ѱ īī, Ϻ ) ο ǰ ϴ ̴. ̸ ǥ 10 17Ϻ ǰ ߴ. 24ð̶ ѵ ð ̵ Ǵ Ź Ը ޶. ȸ ǥ ο ̶͡ ߴ. 귣带 ̲ Ż Ÿ ̳ ī Ƽð ù ° ƮƮ ִ Ʈ Ƽ. Ż ¥ Ҽ ̵ Ÿ 귣 ʷ ÷ǿ ƮƮ Ҿ־ ũ ״ ״ TB( Thomas Burberry) ΰ . Ÿ ƮƮ ù ӡ ϼ ȭƮ Ƽ ǸŰ 290( 36), Ʈ 450( 57) Ǹŵƴ. Bø(ǻ ϴ B ǹ) Ī ̳ īϿ Ʈ (Yeezy) Ӱ ޸ ϰ ¥ - ǰ ϱ ̾ ¥ ղŴ ̿ ҵ Ƽ 񽺡 ȯ̶ ִ. Ư ӽ(LeBron James), ѳ, ϵ 긮Ƽ Ƽ Bø ī޶ Ǹ鼭 Ҽ ̵ (buzz) ϴ ̴. ó ҵ ϰ پ ϰ 庻 ôڴ Ƽ ũ ϸ װ ʸ ص ƴϴ. ״ 2010 Ÿ 귣 ʷ мǼ ̺ Ʈ(5 73 Ʈ ̿ϴ 10 ) ߴ. ī Ƽ ,  ̾ 2016⿡ ó (See Now, Buy Now) Ī, (忡 Ҹŷ ) ũ յ , Ҽ ̵ Բ (phygital)* ÷̼ Ÿ ģȭ ڷ . ó Ÿ 귣尡 ã α ƮƮ 귣 ߴٴ ǿ . ӡ ó α⸦ ΰ? ̷ Ʈ尡 Ǹ Ӱ ΰ? ǰ ó ¾ƶ ΰ ̴. ӡ αⰡ ϴ ϴ. ư -ǵ ð() ǰ ª Ŭ (Ҹ) å̴. нƮм + SNS + зϾ = ó 츮 ﰢ ӵǴ (뺧Ƽ) ϴ ǵ(on demand) ȸ ִ. 귣尡 ֹ(䱸) ﰢ ߱⸦ Ѵ. ͽŬú ũ ã Ŀ鼭 ҵ ӡ̶ ֻ ó źߴ١ ø(London College of Fashion) м ڽ ֳ ߴ. Ʈ ȸ WGSN ǽ ôϾ ó ª ǰ Ŭ ֽ Ƿ ø ȭ ߽ δ١ ׿ ߴ. Ż мǽ (Polimoda) ٴҷ ߸ ο 糪 ()ٴ ͵ ٷ ⼭ Ͼ, 縦 ߿ϴ ׵ Ŀ ״ ݿȴ١ Ƿߴ . ƮƮ Ŀ 귣 ̷ Ʈ带 ̿ϾƷ νĵ H&M̳ ڶ ̸ũ 귣  ó Ѵ. ƮƮ ̷ Ʈ忡 ĪǴ Ͱ Ʈ ʿ䳪 ؿ нƮм ܼƮ ۵ ̴١ Ѵ. ƮƮ, ͽŬú & н нƮм Һڵ ȯǰ ҺǴ ǰ ͼϰ . ֿ ǰ ȸ ִٴ 氢 忡 ﰢ ϴ ̴. ƮƮ 귣 ͽŬú н(¥ Ҹ ̸ ˸ ʴ ) ߰ ӡ̶ ķ . ٸ Ʈ κ ϴ Ҽ ̵ ó ߽ɿ ִٴ ̴. ̵ Ŀ ϴ 鼭 귣 Ҽ ̵ հ 麸 ε巯 ΰ ؾ ߴ. Ӱ Ҹ ϴ 󿡼  ϸ Ȯϰ Ҹ 鸱 ְ ϴ°? ٸ 긵 ġƮ(Launchmetrics) ʹ Ѵ. ״ мũ Ⱓ 귣 ظ Ʋ ߿ Ǵ ͺٵ 800% 귣带 ˸ ִ. ó ̿ ִ ̴. Ϳ ÷̼ ǰ Ī ǥ ٸ ǰ Ϲ ( Ʈ) 4 Ʈ ١ мߴ. Ŀ = Ʈ? 漺 Ŀ´Ƽ ǰ Ҽ ̵ ū Ű ƴϸ ̷ ý 귣 漺 Ŀ´Ƽ ֵ ´. Ī ¥ ð ˾ƾ ϴµ Ī ؼ ͽŬú ׷쿡 ־ Ѵ١ Ѵ. 긵Դ װ ġ Ʈ (cult gang) . Ŀ͸ӵ  ׷̳ Ʈ ִٰ ; Ѵ. ǥ ̴١ ٿ. м ۴ϵ鸸 ó ޴ ƴϴ. ÷𼭰 ϳ ޴ Ҽ Ʈũ ƿ䡯 ޴ ġ ְ ǡ м ۵ ģ Ǹ ϴ ͸ε ź ¡(status symbol) ִ. Ҽ ̵ Ӱ еǴ ø Ϳ ɸ ġ д. ΰ ȭǴ ν ֱ⵵ ϰ κ ޱ⵵ Ѵ١ ٿ. ڽ 󸶳 귣鿡 ˰ ִ ְ Ϻο Ư ǰ ߴٴ Ƿκ ŷڸ Ѵ. ̷ SNS Ÿ, Ϲ ߿ ȿ ó ȿ ó Ҽ ̵ ̷ Ÿ ǰ ϴ ̵Ӹ ƴ϶ Ϲ ߿Ե ۵Ѵ. Һڵ ܺ ڽŵ ŷϴ ̵ ϴ ִ. κ ÷𼭵 Ҽ ̵ ڽ ȷο ̵ ÷𼭸 ǰ ѹ ø Ǹ ̰ (word of mouth) ȴ. ڷ Ϻ ð뿡 ߵ Ҽ ̵ ׻ ְ ξ Ʈ忡 ȤDZ . Ҽ ̵ 츮  귯 װ DZ ̴١ 긵Դ Ѵ. ġ Ŀ ٸ ǰ ܼ ϴ ƴ϶ װ ؾ Ѵٴ ̴. Ÿ ǰ ʹ ְ Ǹ鼭 , Ư Ҽ ô뿡 ź α Ž Ȯ ִ Ͻ(bot businesses) ο δƮ л״. ؼ ؾ ϰ Ȯ ƴٰ ϴ . Ұġ ϵ (hard to get) LA ̱ ƮƮ 귣 ƼҼȼҼŬ(ASSC) ij ÷ (Shopify) ǰ ߸ (Frenzy) Ʈʽ 귣 ҵ鿡 Ҹ üũϰ ð ȿ ¶ Ƽ Ʈ ϵ ϴ ̺Ʈ ߴ. ҿ üũϱ ؼ ġ 007 ϴ ģ. ASSC ΰ ȭȣ ȭ ɸ ִ ڸ ص ִ ν ڵ尡 ´. ص ؼ (LA þ ) ڵ α īƮٿ Ÿ̸ӿ ð ȿ -ũ ǰ ִ. ̷ HYPE(̰ )ϸ鼭 ǽı ֱ ҵ ã´. ó ASSC (virtual) Ȥ ̵ 縦 ư ó ¼ ̱ Ÿ ȭ ٴϽ 2017 ӡ̶ Ҹ α׷ ÷׽ 忡 Ʋ ٿ. Ư డ ̳ʷ ̺ Ƽƽ ͸ ð ִ ƺΰ ȭƮ ѱ 귣 ٶ󡯿 Ż Ÿ 30 귣尡 ͽŬú ĸ ÷ ̺Ʈ ߴ. ASSC + , 007 û ŵװ ٴϽ 6 ܼƮ ġ ڻ 忡 ̱ ƮƮ α ̵ 귣 δ ̽Ƽ(Highsnobiety) Ʈʽ ° 縦 Ȳ ġ⵵ ߴ. ׷ٰ ̵鿡 ۿϴ ƴϴ. Ϻ Ϸ鿡 ijī찡 DZ⵵ ϴ ̵鿡 Ȱ . Һڵ 귣 ̵ƼƼ Ưϴٰ ȿ Ѵ. Һڵ װ ƴٰ ų ڽ ġ ʴٰ ϸ ݰ ̴١ ø мǡ к ڽ Ÿ Ŭ ӽ ߴ. 귣 Ÿ ־ Ѵ١ 긵Դ Ѵ. ÷ ϵ ؼ 귣尡 ׸ŭ (ľ)ϰ ־ Ѵ١ Ѵ. ̵ƼƼ ݺ , ۿ뵵 ̷ Ϻο ǥ DZ ´. Ÿ ǰ ϴ Ϳ ǹ̸ д. Ű 츮Ƽ ð(ϰ Һϴ) ġ д. Ÿ 귣 Һ Ȱϱ⵵ Ÿ Ÿ 귣 ġ ̵ƼƼ õ ׵ ־ ɼ ִ١ δ. 귣 ȸ ũƼꡯ < м ġ-м Ͻ ο (The Fashion Switch: the new rules of the fashion business)> Ƴ ؼ ٰ ߿ϴٰ Ѵ. Ÿ 귣 ׿ ϴ 𵨷 ۿ . װ ټ Ͽ ؼ ̷ ڰ ʿϴ. ī Ƽð 귣 ġ  ùٸ Ǵϱ ؼ ð ʿϴ. & ġ ߽ϴ Ÿ ó зϾ󼼴 Z鿡 ũ Ʈ Һڵ (convenience) (novelty) ߿ ϸ ̴ Եȴ. Ʈ尡 ߿ Ʈ尡 ִٴ ؾ Ѵ١ ٴҷ ߸ ߴ. 1 H&M׷ űԷ Ī 귣 ̵硯 ߴ ҽ . 1 ä Ͻ 𵨷 Ī ̵ ϰ Ʈ H&M÷ ȿ ԽŲٴ ̴. ŸƮ ŻƼ ο Ʈ ܼƮ H&M װ ÷̼ ո ݴ Ÿ Ʈ ʰ ξ ż ÷ δٴ ̾. H&M 귣 ̵ ߴ Ư Ʈ忡 ΰ зϾ Ÿ ÷ ޿ ѵ , ÷ Ͽ콺 긮Ƽ ÷ (Dr. Woo), ƾ ī(Justine Skye), Ʈ (Hart Denton) ÷ ޿ ϴ ̴. 12 ξ (Dua Lipa) ڽ ƮͿ ̵ ÷ ۾ ҵ ҽ ˷Ȱ ú Ī ̾ ౸Ÿ ÷ ҵǴ 귣 12 ߼ Ҽ Ʈũ ο ÷ǿ ߴߴ. ̿ ׷ Ʈ ߴܵ ƴϸ 귣尡 H&M ÷ ó ȭ ̶ .  ̵ 츱 ü ʾ 귣 ̷ Ȳ̴. & ũ ũ! ڡ? ƶ ١ ߸ ̴. 󿡴 ڱ ڽ ̵ƼƼ ϱ ο ڵ ̳ ο ʵ ٲٴ ͺ Ѵ. м δƮ ̼ â ִ Ѵ. 츮 Ű ũ ̿ ο ũ ȭ ؾ Ѵ. ! ߿ õ ִ. δƮ 𺧷۷ ߴ ҷ(Wayne Srensen) 2016 ̽ 귣 ҷ(SRENSEN) Ī, 丮 Ѵ. ҷ ǰ ̴ źѴ. ״ 귣带 (fanzines : Ű) ϴ ܼƮ ̽ ǰ ϴ ä ϰ õǸ õ () Ѵ. Ÿ ܼƮ ޸ ﰢ ؾ ϴ Ű . ó ؼ ȣ ϴ ִ Ưϰ Ŭ δ. Ͻ ٲ ̳ ø(flipping) 𵨺ٴ ġ ÷ͳ ̴. ҷ õ õ彺 ο 츮 ؼ ο (̽ VS ) ٿ ´. 3 Ī â 츮 (, Ͼ, ̹, 7 īװ) ܼƮ ǰ ǹ̿ ִ ũ ſ ִ١ ҷ ߴ. ο ̽ Ƿ翧( ٸ ) 6 Ǵ 1 ڿ ٽ ִٴ ǿ Ѵ. ֱ LA ù 忡 츮 鿡 , Ư ī̺ ϸ鼭 Ģ ο ǰ ũ ̽ ִ ÷ õƴ١ ߴ. ó پ õ ӿ ٵ ߿ ִ ΰ ϴ ̴. ̷ ǵ ۵ Żǰ̳ Ҽ ǰ ѹٴ ̴. ߸ ̳ ̳ Ϳ ̴. װ ȭ ̱⵵ ϸ м ȭϱ ̴١ ߴ. ̷? ȭ м = ȭ ̷ Ǹ ̶ ʴ´. װ ٸ Ͱ ȭ ̴. ø Ŭ ӽ ̿ Ѵ. ǰ Ű鼭 ӵ ̿ Բ ȭѴ. Ư Ϻδ ٸ ̵鿡 ְ 忡 ټ ϱ⵵ ϰ ڽ ϴ Ȯ ¶ (online bots : ΰ ý ǰ Ǵ ) ̿ϰų ̷ ý Ҽ ǰ Ȯ ̱⵵ Ѵ. ټ м 귣 2019 ȣϴ ÷̼ 鼭 dz а ӵ δ. ü ۷ν(Glossy) ϸ 149 м Ƽ 귣 38% ÷ ǰ̳ ĸ ÷ ؿ ̶ . м 41% ÷̼ ˾  Ÿ ̺Ʈ, ׺ . ̳ʺƼ ÷̼ õ ٵ Ҽ ̵ Ŀ, Ư Һڵ ο ǰ̳ ̺Ʈ ã ̳̽ νŸ׷ ÷ ȯϸ鼭 ٸ 귣 ÷ δƮ  ʼ ȴ. ص ÷ ǰ ٶ ̾ ̹ ÷ Ŀ ִ. ̸ غϱ 귣 ÷̼̳ ٸ о ǰ ÷ ⱸ ã⵵ Ѵ. ǰ ü ޱ(Smeg) Ż Ÿ 귣 ü&ٳ ĥ ֹ ǰ Ƿ  ÷η ġ(Florence Welch) Ŀ Ƽ ϱ⵵ ߴ. 귣  ÷̼̳ ӵ ̻ ʰ ĸ ϱ ߴ. ̷  ǵ Ȯ 귣 ̸ ִ ο ɰŸ ãƾ ϴ Ȳ ִٴ ̴. *(phygital) : (physical) (digital) ռ, (physical) (digital) ̸ . ¶ Ʋ ´ ̱⵵ ϴ. (digical)̶ ǥϱ⵵ Ѵ. ó: мǺ 2019 6 14 ۱ Fashionbiz , ۷ι мǺϽ Ű.
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