Description
Storytelling in Luxury Fashion
Brands, Visual Cultures, and Technologies
Routledge Research in Design Studies Series
Coordinator: Sikarskie Amanda
Language: English
Subjects for Storytelling in Luxury Fashion:
Keywords
Digital Storytelling; Young Man; digital humanities; Luxury Fashion Brand; fashion; Luxury Fashion; fashion studies; Handmade Production; fashion history; Nur Jahan; heritage; Useless Space; Instagram; General Tweets; social media; Fair Isle Sweater; luxury; Marbling Art; high-end; Fashion Subculture; haute couture; Scottish Landscape; marketing; Guccio Gucci; branding; Intangible Cultural Heritage; storytelling; Luxury Fibers; technology; Spatial Storytelling; luxe; Tile Art; economics; Fair Isle; consumers; Gogh; price; Vincent Van Gogh; narrative; Corporate Heritage; Youtube; Luxury Fashion Industry; blogs; Cashmere Fiber; websites; Red Soles; House of Worth; Italian National Identity; Fortnum & Mason; Dolce & Gabbana; Gucci; India; USA; United Kingdom; Scotland; America; Japan; France; Louboutin; Italy; China; Hermes; Fashion marketing; Digital heritage storytelling; Luxury fashion brands; Visual cultures
Publication date: 05-2022
Support: Print on demand
Publication date: 11-2020
· 17.4x24.6 cm · Hardback
Description
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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.
Introductions
Amanda Sikarskie
Part One: Brands
1. Picture Perfect: Hermès, Its Silk Scarves, and Twenty-First Century Experiential Events
Madeleine Luckel
2. The Good, the Bad and the Ugly: Dolce & Gabbana and Narratives of Heritage and National Identity
Alice Dallabona and Stefano Giani
3. Gucci Beauty, Nur Jahan, and the Mining of the History of Art for Global Beauty Icons for the Twenty-first Century
Amanda Sikarskie
Part Two: Visual Cultures
4. The Exotic as Luxury: Visual Narrative Advertisements of Indian Luxury Goods on Instagram
Rimi Nandy
5. 'Terrain of every hue:’ Locating the Luxury Knitwear Trade in Scotland’s Landscapes
Marina Moskowitz
6. Stories of Turkish Cultural Heritage Motifs Subject to Digital Marketing in Fashion
Zaliha İnci Karabacak and Ayşe Aslı Sezgin
7. The Color Red, Louboutin, and the Social Collective in France
Alexandra Thelin
8. Japan’s Lolita Fashion Culture and Digital Heritage Storytelling
Cringuta – Irina Pelea
Part Three: Spaces and Technologies
9. Digital Storytelling in an Affective Space: A Case Study on Bodily Engagement with a Chinese Luxury Brand
Peng Liu and Lan Lan
10. New Old Stories: The Temporal Salience of Fortnum & Mason’s Digital Storytelling
Federica Carlotto and Andrea Tanner
Amanda Sikarskie is Lecturer in the Department of Art and Art History at the University of Michigan–Flint and in the Comprehensive Studies Program at the University of Michigan–Ann Arbor.
