IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-99481-4_5.html
   My bibliography  Save this book chapter

Leveraging Heritage Argumentation Strategies in Luxury Fashion Brands’ Storytelling

In: Fashion Communication in the Digital Age

Author

Listed:
  • Elisa Zanola

    (USI – Università della Svizzera italiana)

  • Charlotte Stachel

    (USI – Università della Svizzera italiana)

  • Sara Greco

    (USI – Università della Svizzera italiana)

Abstract

The concept of heritage preserves and promotes a brand’s storied past to maintain its symbolic appeal in the present and future (Hakala et al., Journal of Product and Brand Management 20:447–456, 2011). Through storytelling techniques, luxury fashion brands draw on their historical narratives to transmit values such as authenticity, continuity, and exclusivity via offline and online channels (Kapferer and Bastien, Digitalization in the luxury fashion industry. Palgrave Macmillan, 2020; Cabigiosu, Digitalization in the luxury fashion industry. Palgrave Macmillan, 2020). A strategic use of heritage not only serves to strengthen brand identity but also provides a competitive advantage by linking creative legacy with cultural heritage and creating an emotional bond with consumers (Visconti, Communicating luxury brands through stories. In Morhart et al. (Eds.) Research handbook on luxury branding (pp. 203–221). Edward Elgar Publishing, 2020; Hakala et al., Journal of Product and Brand Management 20:447-456, 2011; Bernasconi et al., Storytelling empresarial: Relações públicas contador de histórias. Intercom, Sociedade Brasileira de Estudos Interdisciplinares da Comunicação, 2011). This study aims to contribute to a deeper understanding of the role of heritage in the digital communication of luxury fashion brands Gucci and Louis Vuitton. The types of heritage-related arguments and rhetorical strategies the two brands use to create consistent storytelling are analysed by examining their official websites and Instagram accounts. Introducing the locus from internal authority as a new concept in argumentation studies offers a fresh perspective on how brands can leverage their history as a source of credibility.

Suggested Citation

  • Elisa Zanola & Charlotte Stachel & Sara Greco, 2026. "Leveraging Heritage Argumentation Strategies in Luxury Fashion Brands’ Storytelling," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 53-67, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_5
    DOI: 10.1007/978-3-031-99481-4_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-99481-4_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.