Luxury Fashion and Communication Strategies in Media

Description

Using image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Communication Strategies in Media offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer?

An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity.

In exploring theoretical perspectives alongside the practicalities of how luxury is communicated, the collection seeks to grasp the value of the luxury object and the consumer’s behaviour in relation to that value.

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