マルチュケ　ダービッド
  Marutschke David
   所属   大阪経済大学  経営学部 経営学科
   職種   准教授
言語種別 英語
発行・発表の年月 2025/12/16
形態種別 学術雑誌
査読 査読あり
標題 Anime and Luxury Fashion: Studio Ghibli and Loewe’s Unorthodox Brand Merchandizing
執筆形態 共著
掲載誌名 The Journal of Anime and Manga Studies
掲載区分国外
出版社・発行元 Illinois Open Publishing Network
巻・号・頁 6(2)
総ページ数 42
担当区分 責任著者
国際共著 国際共著
著者・共著者 David Marutschke, Ted Gournelos
概要 While they might seem counterintuitive to traditional concepts of “luxury,” collaborations between luxury and anime brands are a growing pattern reflecting the growth of both industries for key demographics. This paper argues that luxury brands use these collaborations to establish brand relevance and cultural connection while also positioning themselves advantageously against other brands in an increasingly social and online environment. Through a qualitative and quantitative content analysis of Instagram posts and user comments from Studio Ghibli and the Spanish luxury brand Loewe regarding their three product collaborations, we argue that there is a significant amount of room for differentiation in the space. In this case, it is focused not on anime fans in general, but instead on consumers interested in the luxury market that also happen to enjoy anime. We suggest that these collaborations are not intended to massify luxury audiences outside of their existing consumers, but instead to generate additional value and interest in the brand’s luxury identity for coveted young demographics with a global perspective and potential influence.