scholarly journals Heritage marketing e valorizzazione del territorio: il percorso verso l'innovazione sostenibile nel settore tessile e moda

2021 ◽  
pp. 11-30
Author(s):  
Alberta Bernardi ◽  
Chiara Cantù ◽  
Elena Cedrola
Keyword(s):  
Corporate Heritage ◽  
Brand Heritage

Le imprese sono chiamate ad innovare i loro processi e prodotti in chiave sostenibile per differenziarsi e raggiungere un vantaggio competitivo. Conciliare gli investimenti in innovazione sostenibile con la redditività aziendale potrebbe rappresentare un problema per molte imprese, ancora incerte su quali ne siano i pro e i contro, ma soprattutto su quali scelte strategiche debbano essere adottate al fine di sviluppare un'innovazione che sia sostenibile, in grado di creare valore per il mercato e per l'impresa. L'obiettivo di questo paper è contribuire al crescente corpus di letteratura che si interroga su cosa realmente sia l'innovazione sostenibile e sui driver che ne consentono l'ideazione e lo sviluppo. Nello specifico, vengono indagate le potenzialità strategiche dell'heritage marketing quale strumento per valorizzare la storia aziendale e i suoi valori, tra cui la sostenibilità e il territorio. Focus della ricerca è il settore tessile e moda a ragione della sua più volte denunciata insostenibilità – a livello ambientale, sociale ed economico – e scarsa apertura verso l'innovazione – nei processi, prodotti e modelli di business. Le evidenze empiriche derivanti dalla presentazione di un caso studio di un'azienda di moda italiana internazionalizzata suggeriscono che la gestione strategica del corporate heritage e del brand heritage (o del patrimonio storico e culturale dell'impresa e dei suoi valori) può consentire alle imprese di promuovere l'innovazione sostenibile. Ciò grazie alla valorizzazione della storia aziendale e ai valori che hanno contraddistinto lo sviluppo dell'impresa: sostenibilità ambientale e sostenibilità sociale. Le due forme di sostenibilità spingono a considerare non solo la riduzione dell'impatto della produzione sull'ambiente, ma anche le azioni propositive che un'impresa può compiere nei confronti del territorio e della comunità locale. Emerge anche con forza la necessità per la filiera tessile di orientarsi ad una maggiore, se non totale, circolarità.

Corporate Heritage Cockpit: Measuring and Managing Brand Heritage as Strategic Asset

2015 ◽  
Vol 2015 (1) ◽  
pp. 13609
Author(s):  
Steffen Schmidt ◽  
Nadine Hennigs ◽  
Thomas Wuestefeld ◽  
Sascha Langner ◽  
Klaus-Peter Wiedmann
Keyword(s):  
Corporate Heritage ◽  
Brand Heritage

scholarly journals Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis

2020 ◽  
Vol 23 (3) ◽  
pp. 447-470 ◽  
Author(s):  
Ammar Abdellatif Sammour ◽  
Weifeng Chen ◽  
John M.T. Balmer
Keyword(s):  
Brand Identity ◽  
Structured Interviews ◽  
Content Type ◽  
Four Dimensions ◽  
Corporate Heritage ◽  
Corporate Heritage Brands ◽  
Key Dimensions ◽  
The Uk ◽  
Brand Heritage

Purpose This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864. Design/methodology/approach This empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework. Findings This study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits. Practical implications The discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success. Originality/value This is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

Under Armour: Creating and Growing a New Consumer Brand

2018 ◽  
pp. 1-11
Author(s):  
Brian Sternthal ◽  
Prashant Malaviya
Keyword(s):  
Third Party ◽  
New Markets ◽  
Cultural Attitudes ◽  
Market Growth ◽  
Brand Development ◽  
The Face ◽  
Consumer Insight ◽  
New Consumer ◽  
Brand Heritage

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

Sustainable development and the aspirational male consumer: Tengri, making the case for sustainable luxury

2021 ◽  
Vol 8 (1-2) ◽  
pp. 245-266
Author(s):  
Natascha Radclyffe-Thomas
Keyword(s):  
Sustainable Development ◽  
Raw Materials ◽  
Environmental Issues ◽  
Social Enterprises ◽  
Fashion Industry ◽  
Way Of Life ◽  
Virtuous Cycle ◽  
Slow Fashion ◽  
Brand Heritage

Luxury is an industry that defines its value through the quality of its raw materials, which fosters creativity, elevates artisanship and relies on brand heritage and local production to underpin the provenance of its products and justify its pricing strategy and, as such, can be considered as embodying many of the practices of sustainability. Yet, despite public commitments and pledges for better business, both financial and cultural factors have contributed to a lack of progress in implementing the necessary system changes implied by slow fashion, sustainable development and the circular economy. Social enterprises use business to address social and environmental issues. In Tengri’s case, founder Nancy Johnston was inspired by her experiences travelling with Mongolia’s yak herders where she was confronted with the harshness of the nomadic way of life and threats to its continuing existence. She was driven to action when she juxtaposed these conditions with the promoted glamour of the luxury fashion industry, which relies on supplies of ingredients from just such workers. This article explores how Tengri combines social and environmental awareness with luxury product development incorporating the UN SDGs into a sustainable luxury menswear brand in a virtuous cycle of ethical fashion consumption and production.

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

Visually communicating brand heritage on social media: champagne on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joshua Butcher ◽  
Fabien Pecot
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Brand Identity ◽  
Marketing Concept ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Visual Elements ◽  
Open Coding ◽  
Single Category ◽  
Brand Heritage

Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

Contrasting Cases of Corporate Heritage-in-use

2017 ◽  
pp. 247-258 ◽  
Author(s):  
Dale Miller ◽  
Bill Merrilees ◽  
Holly Cooper
Keyword(s):  
Contrasting Cases ◽  
Corporate Heritage
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