The Allure of the Luxury Fashion Brand Publication: Consuming the Fashion Product as Media

Elizabeth Kealy-Morris ()
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Elizabeth Kealy-Morris: Manchester Metropolitan University

A chapter in Fashion Marketing, 2025, pp 77-107 from Springer

Abstract: Abstract The coronavirus pandemic has brought great challenges to the fashion sector from supply-chain collapse to the shuttering of bricks-and-mortar retail. Research undertaken for this chapter has brought to light that brands are seeking to reach target customers to engage in a more meaningful and sustained conversation. Customers, in turn, are seeking out brands which offer immersive experiences which authentically match their mission statements (Business of Fashion,.The State of Fashion 2021, The Business of Fashion Ltd and McKinsey & Company, London, 2020; Mondalek,.The New Four Ps of DTC Marketing, The Business of Fashion Ltd, London, 2021). This chapter will consider the rise, purpose, and intent of the luxury brandLuxury brand publication through the analysis of current trends in the fashion magazineFashion magazine and fanzine marketFanzine market via contemporary luxury fashion campaign practices. A qualitative visual analysis of two case studies will be carried out: Dior MagazineDior Magazine (Dior (2022), Dior Magazine, Olivier Bialobos (publisher), Spring–Summer, No.37.) and Gucci Love e-zinesE-zines (GucciXE "Gucci" (2021), Gucci Love, Love & Love, https://www.gucci.com/uk/en_gb/st/stories/inspirations-and-codes/article/gucci-love-love-love ; Gucci (2022), Gucci Love Story, https://lovestory.gucci.com/ ) to argue that the fashion brandFashion brand publication offers luxury fashion houses direct communication with their target consumers as communities and extends brands’ fashion offerings into storytelling media which enable them to be consumed beyond their materiality. Through analysis of the Gucci Love e-zines, a new genre of brand publication will be established: the ‘brandzineBrandzine’. This chapter utilizes theory, methodologies, and qualitative data collection via theories of visual culture; communication theory; market analysis; and brand management theoryBrand management theory. This is an up-to-date contemporary analysis of luxury fashion brandFashion brand visual communicationBrand visual communication at a time of great change in the brand-customer relationship. The chapter will be of interest to luxury fashion brandFashion brand managers, brand creatives, graphic designers in the wider creative industries, and fashion communication/promotion/marketing academics and students at both undergraduate and postgraduate levels of study.

Keywords: Luxury fashion; Fashion brandFashion brand; Fashion magazineFashion magazine; FanzineFanzine; Fashion fanzine; BrandzineBrandzine (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-82571-2_4

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