The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage

Jan C. L. König, Klaus-Peter Wiedmann, Nadine Hennigs and Janina Haase

Journal of Global Scholars of Marketing Science, 2016, vol. 26, issue 2, 198-215

Abstract: The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.

Date: 2016
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DOI: 10.1080/21639159.2016.1143155

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