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Classic Brands and Global Culture: A Symbolic Shift Toward Sustainability Inspired by Barthes

In: Fashion Communication in the Digital Age

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  • Hsin-Pey Peng

    (Guangzhou Institute of Science and Technology)

Abstract

This study examines how global culture drives the symbolic evolution of classic fashion brands to address sustainability, drawing on Roland Barthes’ The Fashion System and Mythologies. Through semiotic theory and case studies of Hermès, Gucci, Stella McCartney, and LVMH, it highlights how iconic brands balance tradition and innovation to meet globalization’s challenges and sustainability demands. This chapter explores how symbolic transformations preserve heritage while aligning with cultural and environmental narratives, fostering consumer engagement and cultural capital. Additionally, it discusses how corporate social responsibility (CSR) initiatives impact brand image and consumer perception, strengthening the connection between semiotic meaning and market influence. These findings offer insights for branding, cultural studies, and sustainability in a connected world.

Suggested Citation

  • Hsin-Pey Peng, 2026. "Classic Brands and Global Culture: A Symbolic Shift Toward Sustainability Inspired by Barthes," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 269-282, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_20
    DOI: 10.1007/978-3-031-99481-4_20
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