Storytelling in Luxury Fashion Brands, Visual Cultures, and Technologies
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.
Part One: Brands
1. Picture Perfect: Hermès, Its Silk Scarves, and Twenty-First Century Experiential Events
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
Part Two: Visual Cultures
4. The Exotic as Luxury: Visual Narrative Advertisements of Indian Luxury Goods on Instagram
5. 'Terrain of every hue:’ Locating the Luxury Knitwear Trade in Scotland’s Landscapes
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
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