The Revival of Heritage Fashion HousesBrand Identity in the Digital Era
- Gemma Muñoz Domínguez
- Paloma Díaz Soloaga
- Teresa Sádaba (ed. lit.)
- Nadzeya Kalbaska (ed. lit.)
- Francesca Cominelli (ed. lit.)
- Lorenzo Cantoni (ed. lit.)
- Marta Torregrosa Puig (ed. lit.)
Verlag: Springer International Publishing AG
ISBN: 9783030813215
Datum der Publikation: 2021
Seiten: 295-307
Art: Buch-Kapitel
Zusammenfassung
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.