The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era

Gemma Muñoz Domínguez () and Paloma Díaz Soloaga ()
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Gemma Muñoz Domínguez: Universidad Complutense de Madrid
Paloma Díaz Soloaga: Universidad Complutense de Madrid

A chapter in Fashion Communication, 2021, pp 295-307 from Springer

Abstract: Abstract Through this research, we seek to know and analyze the way in which four emblematic fashion houses (Courrèges, Patou, Pertegaz, and Schiaparelli) have been rebranded and exposed on social media after decades of inactivity. This research aims to observe the online strategy of these brands in order to know and examine the way in which this heritage communication is engaging with a new audience. It also seeks to understand how this heritage transmission can be expressed effectively without damaging the identity of these brands.

Keywords: Brand identity; Heritage; Rebranding; Storytelling; Social media; Engagement (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81321-5_22

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DOI: 10.1007/978-3-030-81321-5_22

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