KOREASCHOLAR

The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis Vuitton, a brand of the Louis Vuitton Moët Hennessy (LVMH) group that operates the entire fashion community platform, is recognized as an influential luxury company with enormous capital and capabilities. This study targeted Louis Vuitton to examine the fashion narrative. The common results of Louis Vuitton’s fashion narrative according to the communication platform are as follows. First, it emphasizes well-designed craftsmanship and artistry to convey the value and meaning of the brand. Second, it expresses the lifestyle of the bourgeoisie using traveling for finding life purpose, nature, and freedom as common denominators. Louis Vuitton connects, shares, and engages with customers by crossing the communication platform and trying multi-sensory changes based on the fashion narrative of the ‘artification’ message encompassing craftsmanship, innovation, and travel. The fashion narrative of Louis Vuitton applies tools (e.g., design, direction, stage, and props) differently according to the nature of media. In other words, the fashion narrative in the form of transmedia storytelling is a marketing communication strategy that indicates the representation means and direction of a brand’s goals by remediating the brand narrative in various ways through the communication platform.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Concepts and characteristics of narrative
  2. Concept and characteristics of fashion narrative
  3. Concept and types of communication platforms
 Ⅲ. Fashion Narrative: Case Study by Communication Platforms
  1. Narratives in fashion shows
  2. Narratives in fashion photographs
  3. Narratives in fashion films
  4. Narratives in fashion exhibitions
  5. Narratives in fashion stores
  6. Narratives in website and social media
 Ⅳ. Conclusion
 References

• So Hyoung Park(School of Design, Chung-Ang University) | 박소형
• Eunhyuk Yim(Dept. of Fashion Design, Sungkyunkwan University) | 임은혁 Corresponding author