Storytelling in Luxury Fashion Brands, Visual Cultures, and Technologies

• Main Author: Sikarskie, Amanda Grace
• Format: eBook Book
• Language: English
• Published: New York Routledge 2021; Taylor and Francis; Taylor & Francis Group
• Edition: 1
• Series: Routledge Research in Design Studies
• Subjects: America; blogs; Brand Management; branding; Branding (Marketing); China; consumers; Design; Digital heritage storytelling; digital humanities; Digital Marketing; Digital storytelling; Dolce & Gabbana; e-Marketing; economics; Fashion; Fashion & Beauty Industries; Fashion Design; fashion history; Fashion marketing; Fashion merchandising; fashion studies; Fortnum & Mason; France; Gucci; haute couture; heritage; Hermes; high-end; History of Art & Design; House of Worth; India; Instagram; Internet; Italy; Japan; Louboutin; luxe; Luxuries; Luxuries > Marketing; luxury; Luxury fashion brands; Marketing; Marketing Communications; Visual Culture; Young Man; Gogh; Luxury Fibers; Tile Art; Nur Jahan; Luxury Fashion; Fair Isle Sweater; Italian National Identity; General Tweets; Scottish Landscape; Handmade Production; Luxury Fashion Industry; Vincent Van Gogh; Cashmere Fiber; Marbling Art; Fashion Subculture; Spatial Storytelling; Corporate Heritage; Digital Storytelling; Intangible Cultural Heritage; Luxury Fashion Brand; Fair Isle; Red Soles; Guccio Gucci; Useless Space
• ISBN: 9780367638054; 0367638053; 0367901285; 9780367901288
• DOI: 10.4324/9781003022794

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.