ABSTRACT
This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing.
With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively.
The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.
TABLE OF CONTENTS
part I|51 pages
Brands
chapter 1|19 pages
Picture Perfect
chapter 2|13 pages
The Good, the Bad, and the Ugly
part II|85 pages
Visual Cultures
chapter 4|16 pages
The Exotic as Luxury
chapter 5|16 pages
"Terrain of Every Hue"
chapter 8|17 pages
Japan's Fashion Subculture
part III|35 pages
Spaces and Technologies