Essays about: "Brand heritage"

Showing result 1 - 5 of 44 essays containing the words Brand heritage.

  1. 1. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Orheim; Saga Bluhme; [2019]
    Keywords : Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

    Abstract : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. READ MORE

  2. 2. Future Active Mobility

    University essay from Umeå universitet/Designhögskolan vid Umeå universitet

    Author : Andreas Vang Nielsen; [2019]
    Keywords : Interior; Design; autonomous; mobility; active; service; transportation; Volkswagen;

    Abstract : The topic of the project has been about how the time spent during transport could take on a more engaging and active form; physically as well as mentally.  The initial inspiration for this is the changing landscape of mobility, where technologies such as autonomous and shared systems, could allow for purpose specific vehicles rather then personally owned ones. READ MORE

  3. 3. HAS GUCCI GONE TOO PREMIUM MEDIOCRE? An analytical discussion about the Florentine fashion house’s seemingly bottomless consumer range

    University essay from Lunds universitet/Avdelningen för modevetenskap

    Author : Fanny Olander; [2019]
    Keywords : Gucci; Premium Mediocre; Affordable Luxury; Florence; Millennials; Digital era; Cultural Sciences;

    Abstract : This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. READ MORE

  4. 4. There’s a Snake in My Boot!

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Elehored Nayeli Díaz Esquivel; Cristina González Bustillo; Sutapatr Tangstitporn; [2019]
    Keywords : Brand identity; corporate brand management; exotic skins; luxury industry; leather goods; sustainability; ethics; Business and Economics;

    Abstract : Kering is a multi-player in the luxury industry, owning high-end brands such as Gucci, Saint Laurent, Alexander McQueen, among others. A range of product lines of these brands use exotic skins as raw materials. Some argue that the use of such materials is too cruel and that the animal welfare cannot be guaranteed. READ MORE

  5. 5. The stories they tell: An exploratory study on how luxury and premium fashion brands profile themselves online

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Maiya Johnson; Wasita Thongdee; [2019]
    Keywords : Luxury fashion brands; Premium fashion brands; Brand dilution; Internet Dilemma; Websites;

    Abstract : What do premium and luxury brands communicate in a digital world? Despite a growing number of studies in the field of luxury within the past few years, confusion persists among scholars about what constitutes a luxury brand as opposed to a premium brand. The rise of the internet has further blurred any distinction between these two categories. READ MORE