Urban regeneration has emerged as a new paradigm of urban development today. In this situation, awareness has increased that urban regeneration should be pursued in connection with culture and art (Evans, 2009). Urban transformation has continued through internal restructuring in an expanded or reduced scale by economic and social changes (Garcia, 2004). Initially, diverse public/private parties initiated urban image improvement and strong brand creation through leading developmental strategies in order to attract floating enterprises, residents and tourists. At this time, states built culture-centered urban regeneration strategies in relation to urban development and regeneration such as large-scale culture and art facility establishment or large event hosting (Couch, 1990). However, in the modern society, with the elevated awareness on environment, the focus has shifted from development towards service industry and tourist industry in urban. In this sense, cultural policies are deemed to be responsible for the expanded idea of urban development considering diverse aspects from physical and economic aspects, to social significance, sustainability and to culture and art (Bianchini & Parkinson, 1993; Garcia, 2004).

본 연구는 개항기에 등장하여 미술 생산자인 화가, 중개자인 거간 등의 상업적 욕망을 자극하며 근대 미술시장 형성에 영향을 끼친 서양인 미술 수요자를 다 룬다. 수교 이후 한국을 찾았던 서양인은 외교관·의사·간호사·엔지니어·선교사 등 다양했는데, 상당수가 미술시장 신규 수요자로 가세하였다. 서양인들이 구 입하고자 한 미술품은 취향, 목적, 장르에서 기존과 판이하게 달랐다. 그 하나 가 한국의 삶과 풍속에 관한 정보를 담은 ‘민속적 풍속화’이며, 다른 하나가 ‘쉬느와즈리’의 영향으로 동양 도자기 애호 차원에서 수집된 고려자기이다. 서 양인 구미에 맞춰 화가들은 어떻게 새로운 풍속화를 개발하고, 중개상들은 어 떤 방식으로 도자기 도굴품까지 취급했는지를 살펴보면서 개항장과 대도시에 서 서양인 고객을 중심으로 형성된 미술시장을 고찰한다.

This study analyzed consumers’ awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers’ attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers’ awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers’ attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers’ effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.