From brand to craft, from craft to brand

De la marque à l’artisanat, de l’artisanat à la marque

Anne Gagnebien () and Lucia Granget ()
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Anne Gagnebien: IMSIC - Institut mediterranéen des sciences de l'information et de la communication - AMU - Aix Marseille Université - UTLN - Université de Toulon, LabSIC - Laboratoire des Sciences de l'Information et de la Communication - LABEX ICCA - UP13 - Université Paris 13 - Université Sorbonne Nouvelle - Paris 3 - CNRS - Centre National de la Recherche Scientifique - UPCité - Université Paris Cité - Université Sorbonne Paris Nord - Université Sorbonne Paris Nord
Lucia Granget: IMSIC - Institut mediterranéen des sciences de l'information et de la communication - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Our purpose is to question the communication strategies, new stakes and power relationship that the big brands and the training sector maintain today but also how individuals today decide to change their life, use their skills, know-how, to create their own brand. We have chosen to study the fashion sector, in particular by studying the LVMH group's Institute of Excellence Trades launched in 2014 but also the strategies of "pro-amateur" artisans helped by digital technology who want to create their brand. We will study two networks, one from Marseille called Anti-fashion and the other from the north of France called Fashiongreenbub. Our presentation is also enriched by an interview conducted with a young designer from Marseille, who launched her brand using the Anti-fashion network and made digital her priority to make herself known to a public, now attentive to ethical and responsible production. Our analysis of the identity of the employer brand of LVMH and the communication of the two associations is based on the observation, in particular, of the verbal and visual forms of the discourse of the group and the associations on their institutional websites. Our demonstration will also be based on the analysis of the words of the young french fashion designer from Marseille

Keywords: communication strategies; luxury industries; branding; craftsmanship; Craftwork; design; stratégies de communication; industries du luxe; marque; artisanat; pro amateur (search for similar items in EconPapers)
Date: 2023
Note: View the original document on HAL open archive server: https://hal.science/hal-04140016
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Published in Yanita ANDONOVA; Anne-France KOGAN; Krassimira KRASTANOVA. Artisanat, design, créativité : entre tradition et contemporanéité, pp.53-62, 2023, 978-2-9552946-3-5

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