Storytelling in Luxury Fashion: Brands, Visual Cultures, and Technologies

by Amanda Sikarskie (Editor)

Overview

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.

Product Details

ISBN-13:	9780367638054
Publisher:	Taylor & Francis
Publication date:	05/30/2022
Series:	Routledge Research in Design Studies
Pages:	210
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

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.

Table of Contents

Acknowledgments ix

List of Images x

List of Contributors xii

Preface: A Sea Change Amanda Sikarskie xiv

Introduction Amanda Sikarskie 1

Part I Brands 17

1 Picture Perfect: Hermès, Its Silk Scarves, and Twenty-First-Century Experiential Events Madeleine Luckel 19

2 The Good, the Bad, and the Ugly: Dolce & Gabbana and Narratives of Heritage and National Identity Alice Dallabona Stefano Giani 38

3 Gucci Beauty, Nur Jahan, and the Mining of the History of Art for Global Beauty Icons for the Twenty-First Century Amanda Sikarskie 51

Part II Visual Cultures 69

4 The Exotic as Luxury: Visual Narrative Advertisements of Indian Luxury Goods on Instagram Rimi Nandy 71

5 "Terrain of Every Hue": Locating the Luxury Knitwear Trade in Scotland's Landscapes Marina Moskowitz 87

6 Stories of Turkish Cultural Heritage Motifs Subject to Digital Marketing in Fashion Zaliha Inci Karabacak Ayse Asli Sezgin 103

7 Louboutin's Red: Using Color to Connect France's Past and Present Alexandra Jordan Thelin 120

8 Japan's Fashion Subculture: Lolita, From Cuteness to Feminist Revolution and Escapism Cringuta-Irina Pelea 137

Part III Spaces and Technologies 155

9 Constructing an Affective Retail Space: Bodily Engagement With a Luxury Fashion Brand Through Spatial and Heritage Storytelling Peng Liu Lan Lan 157

10 New Old Stories: The Temporal Landscape in Fortnum & Mason's Digital Heritage Storytelling Federica Carlotto Andrea Tanner 174

Index 190