Classic Brands and Global Culture: A Symbolic Shift Toward Sustainability Inspired by Barthes

Hsin-Pey Peng
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Hsin-Pey Peng: Guangzhou Institute of Science and Technology

A chapter in Fashion Communication in the Digital Age, 2026, pp 269-282 from Springer

Abstract: Abstract This study examines how global culture drives the symbolic evolution of classic fashion brands to address sustainability, drawing on Roland Barthes’ The Fashion System and Mythologies. Through semiotic theory and case studies of Hermès, Gucci, Stella McCartney, and LVMH, it highlights how iconic brands balance tradition and innovation to meet globalization’s challenges and sustainability demands. This chapter explores how symbolic transformations preserve heritage while aligning with cultural and environmental narratives, fostering consumer engagement and cultural capital. Additionally, it discusses how corporate social responsibility (CSR) initiatives impact brand image and consumer perception, strengthening the connection between semiotic meaning and market influence. These findings offer insights for branding, cultural studies, and sustainability in a connected world.

Keywords: Global culture; Symbolic shift; Sustainability; Heritage and innovation; Luxury branding; Roland Barthes (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-99481-4_20

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DOI: 10.1007/978-3-031-99481-4_20

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