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The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era

In: Fashion Communication

Author

Listed:
  • Gemma Muñoz Domínguez

    (Universidad Complutense de Madrid)

  • Paloma Díaz Soloaga

    (Universidad Complutense de Madrid)

Abstract

Through this research, we seek to know and analyze the way in which four emblematic fashion houses (Courrèges, Patou, Pertegaz, and Schiaparelli) have been rebranded and exposed on social media after decades of inactivity. This research aims to observe the online strategy of these brands in order to know and examine the way in which this heritage communication is engaging with a new audience. It also seeks to understand how this heritage transmission can be expressed effectively without damaging the identity of these brands.

Suggested Citation

  • Gemma Muñoz Domínguez & Paloma Díaz Soloaga, 2021. "The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era," Springer Books, in: Teresa Sádaba & Nadzeya Kalbaska & Francesca Cominelli & Lorenzo Cantoni & Marta Torregrosa Puig (ed.), Fashion Communication, pages 295-307, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-81321-5_22
    DOI: 10.1007/978-3-030-81321-5_22
    as

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