In the fashion industry, brand has always been a competitive paramount. It has a real value as a strategic asset with which the company ensures a continuous competitive advantage over competitors and thus the perception of consumers. The construction of the brand recognition scenario represents the ideal place able to offer a view of all the tinged values inspiring the products/lines/categories proposed by a company. Within this scenario, not only the fashion retail system becomes the narrative context of the brand where designing spaces, displays and interactions we connect the distributive strategy to the product/stylistic strategy and the communication strategy; but also the corporate archives are progressively assuming this role and functions, offering peculiar solutions. The paper aims to explore the brand recognition strategy, mediated by design and related to the brand heritage, reading the corporate archive not only as a self commemorative intent and consolidation of the corporate image, but as active resource continuously integrated in the brand identity construction.

Brand of Products and Brand of Signs: How to Manage this Relationship in Fashion through Corporate Archives

IANNILLI, VALERIA MARIA;VACCA, FEDERICA
2014-01-01

Abstract

In the fashion industry, brand has always been a competitive paramount. It has a real value as a strategic asset with which the company ensures a continuous competitive advantage over competitors and thus the perception of consumers. The construction of the brand recognition scenario represents the ideal place able to offer a view of all the tinged values inspiring the products/lines/categories proposed by a company. Within this scenario, not only the fashion retail system becomes the narrative context of the brand where designing spaces, displays and interactions we connect the distributive strategy to the product/stylistic strategy and the communication strategy; but also the corporate archives are progressively assuming this role and functions, offering peculiar solutions. The paper aims to explore the brand recognition strategy, mediated by design and related to the brand heritage, reading the corporate archive not only as a self commemorative intent and consolidation of the corporate image, but as active resource continuously integrated in the brand identity construction.
2014
Design Management in an Era of Disruption. Proceedings of the 19th DMI: Academic Design Management Conference
9780615991528
File in questo prodotto:
File Dimensione Formato  
2014_19th-DMI.pdf

Accesso riservato

: Publisher’s version
Dimensione 1.23 MB
Formato Adobe PDF
1.23 MB Adobe PDF   Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/885557
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact