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Corporate Fashion Museums Communication Strategies: The Case of the Louis Vuitton Maison de Famille in Asnières-sur-Seine

In: Fashion Communication in the Digital Age

Author

Listed:
  • Sandra Biondo

    (Université Paris 1 Panthéon Sorbonne & Institut Français de la Mode)

Abstract

The case of the Louis Vuitton ‘maison de famille’ in Asnières-sur-Seine allows investigation of communications strategies implemented by Corporate Fashion Museums. It is argued these museum types are used by luxury fashion brands as marketing tools to retain their customers. The data relied upon are primarily qualitative: interviews and exploratory observations were specifically conducted between January 2020 and November 2022. It is suggested that the process of commodification of the family patrimonium as well as the enhancement of for-sale products within the museum is made possible through the wise use of various techniques mainly related to the artification and the heritagization processes. The combination of those techniques – linking fashion brands with the art and museum world(s) – enables fashion firms to produce a coherent corporate narrative while pursuing seemingly oppositional goals.

Suggested Citation

  • Sandra Biondo, 2023. "Corporate Fashion Museums Communication Strategies: The Case of the Louis Vuitton Maison de Famille in Asnières-sur-Seine," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 304-315, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_28
    DOI: 10.1007/978-3-031-38541-4_28
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