The Revival of Heritage Fashion HousesBrand Identity in the Digital Era

  1. Gemma Muñoz Domínguez
  2. Paloma Díaz Soloaga
Libro:
Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021
  1. Teresa Sádaba (ed. lit.)
  2. Nadzeya Kalbaska (ed. lit.)
  3. Francesca Cominelli (ed. lit.)
  4. Lorenzo Cantoni (ed. lit.)
  5. Marta Torregrosa Puig (ed. lit.)

Editorial: Springer International Publishing AG

ISBN: 9783030813215

Año de publicación: 2021

Páginas: 295-307

Tipo: Capítulo de Libro

DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

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.

Fuente de los datos: Dialnet