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.

This study aims to assess the effectiveness of backstage storytelling in luxury brands’ social media communication and examine a psychological mechanism that elucidates how luxury brands’ backstage storytelling influences consumers’ attitudinal and relational outcomes. The theory of narrative transportation (Escalas, 2004) was employed as a theoretical lens. Focusing on the effects of visual storytelling in a social media platform, this study proposed that photos of a luxury brand’s backstage images offer a greater level of narrativity than staged images of products and models. Additionally, this study proposed VIP emotions and perceived intimacy as mediators between transportation to photo narrative and attitudes toward the brand, brand evaluation and self-brand connection. In addition, the effectiveness of social media for luxury brands’ visual storytelling was tested by testing the role of telepresence in viewers’ information processing. This study selects Instagram, a visual-oriented social media platform, as the study context; Chanel, a luxury fashion brand, was selected to develop the study stimuli. Two Instagram accounts for Chanel were created as study stimuli through a pre-test: one account with frontstage brand photos and one account with backstage brand photos. Students from two universities in the Southeast and Midwest were recruited and randomly assigned to one of the two experimental conditions, frontstage (n=118) or backstage (n=134) Chanel Instagram account. Manipulation checks confirmed that respondents perceived the experimental conditions as intended. Our results revealed that viewers in the backstage condition experienced higher levels of transportation than those in the frontstage condition; VIP emotions and perceived intimacy mediate the relationship between transportation and attitudes towards a brand’s Instagram, brand evaluations, and self-brand connection. Additionally, ANCOVA results confirmed the interaction effects of telepresence on transportation is significant only in the backstage condition. Findings from this study shed light on the effectiveness of luxury fashion brands’ visual storytelling in social media communication.

본 연구는 ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’과 ‘협력학습’의 바탕에 내 러티브 기반 영어동화책을 소재로 하여 학생의 정의적 측면과 영어 의사소통능력을 모 두 신장시키는 데 그 목적이 있다. 학생들의 정의적 측면을 신장시키기 위해서는 영어 동화책을 활용하여 교육과정을 재구성한 뒤 협력적 활동을 실시하였다. 의사소통능력신 장을 위해서는 ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’의 방법을 사용하였다. 연구는 6학년 학생 93명 대상, 주당 3시간으로 1년간 이루어졌으며, 1-2차시에는 네 기 본문형 연습과 협력학습의 방법으로 주요표현의 듣고, 말하기 활동을 하였다. 3차시에는 1-2차시에 배운 표현을 쓰는 활동을 하였으며 이때도 역시 협력학습의 방법을 활용하였 다. 4차시에는 목표표현이 포함된 영어 동화책을 읽었으며, 5차시에는 학생들이 목표표 현과 영어동화책의 내용을 활용하여 역할극 대본을 쓰고 역할극을 하였다. 6차시에는 평가 및 과제 점검이 이루어졌다. 이 연구를 통해 학생들이 영어 동화책의 교훈적인 요 소를 내면화하고, 협력학습을 통해 정의적 측면이 향상되었다. ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’은 학생들의 문법 감각을 길러주어 의사소통능력의 향상이 이루 어졌다.