Storytelling in Luxury Fashion: Brands, Visual Cultures, and Technologies (Routledge Research in Design Studies)

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. Dedication Contents Acknowledgments List of Images List of Contributors Preface: A Sea Change • Amanda Sikarskie Part I: 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 II: 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 Louboutin’s Red: Using Color to Connect France’s Past and Present • Alexandra Jordan Thelin 8 Japan’s Fashion Subculture: Lolita, From Cuteness to Feminist Revolution and Escapism • Crînguţa-Irina Pelea Part III: Spaces and Technologies 9 Constructing an Affective Retail Space: Bodily Engagement With a Luxury Fashion Brand Through Spatial and Heritage Storytelling • Peng Liu and Lan Lan 10 New Old Stories: The Temporal Landscape in Fortnum & Mason’s Digital Heritage Storytelling • Federica Carlotto and Andrea Tanner Index "This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With essays from authors in China and Macau, 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 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"-- Provided by publisher