Crafting Extraordinary Stories: Decoding Luxury Brand Communications

Gurzki, Hannes; Schlatter, Nadia; Woisetschläger, David M.

doi:10.1080/00913367.2019.1641858

Cited by 44 publications

(22 citation statements)

References 47 publications

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“…However, in the "attention economy, the aesthetic economy, and the experience economy" new perspectives and research approaches to the question of how images communicate are also required (McQuarrie & Phillips, 2008, p.277). This article extends Freire's (2014) illustrative semiotic and rhetorical analysis of two luxury fashion advertisements (Louis Vuitton, Hermès) which identifies identitary values in the semic richness of the images, Gurzki, Schlatter and Woisetschläger's (2019) analysis of the construction of symbolic meaning in luxury brand print advertising. as well as the work of Kim (2019) and Kim, Lloyd and Cervellon who sought to advance theory by "uncovering narratives for luxury brands" in the rich imagery of advertisements " as route to engagement with brands" (2016, p.304).…”

Section: The State Of the Fieldmentioning

confidence: 67%

The language of luxury fashion advertising: technology of the self and spectacle

Kohrs

2020

JFMM

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PurposeUbiquitous Internet access and social media make visual consumption possibly the most vital characteristic of the experience economy. A cumulative, integrative framework for the analysis of visual artefacts has thus been called for as existing analytical tools and theoretical frameworks (such as semiotics, discourse analysis, content analysis, iconography, rhetoric and so on) each provide in isolation only a restricted perspective. To advance best practice towards shaping brand perception and consumer engagement, this paper provides a crucial analytical tool to uncover the unique and specific characteristics of identitary luxury fashion brand discourse by introducing and applying such an integrative framework.Design/methodology/approachA rigorous grounded theory approach was applied to a corpus of primary data, print advertising in Vogue (UK and US) and Vanity Fair (UK). Outcomes were distilled to first principles of meaning-making and aggregated in a framework which also integrates long-existing classics from diverse fields of knowledge to present a broad cumulative perspective for the analysis of visual discursive practice. This paper demonstrates the methodological rigour and validity of the framework, that is, its practical adequacy and explanatory power in uncovering the identitary brand discourse of luxury fashion.FindingsAn application of the integrative framework breaks new ground in uncovering the discreet identitary characteristics of the discursive practice of the luxury brands under investigation, Chanel and Gucci, which can be encapsulated as gendered technology of the confident self (Foucault) and spectacle (Debord), respectively.Research limitations/implicationsTo advance theory that illuminates understanding and shaping of brand perception and consumer engagement with luxury fashion brands, the proposed framework is the first to integrate insight from a rigorous analysis of primary data with long-existing classics from salient fields of knowledge. It, thus, provides a broader, more inclusive perspective that elucidates the multifaceted layers of meaning of luxury fashion discourse in a new and comprehensive way which existing approaches with focus on an isolated dimension such as semiotics or nonverbal behaviour and so on would not have been able to reveal.Practical implicationsThe inclusive, practicable theoretical framework provides a parsimonious and practical tool that can be applied by non-experts across disciplines to unlock meaning in fashion discourse as a route to shaping brand image and engaging consumers.Originality/valueThe paper provides a new perspective on the communication practice of luxury fashion advertising as the new integrative framework illuminates layers of meaning crucial to understanding the intricacies of identitary brand discourse and to shaping brand perception and engaging consumers.

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Section: The State Of the Fieldmentioning

confidence: 67%

The language of luxury fashion advertising: technology of the self and spectacle

Kohrs

2020

JFMM

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“…Some authors [29,30] suggest that the most significant elements of a brand are orally communicated through storytelling systems. It seems obvious that brands use storytelling in order to express their image, mainly through symbolism, rhetoric and narrative [31]. According to Twitchell [32], a story should be clearly focused so that it can be summed up in one or two sentences.…”

Section: Literature Reviewmentioning

confidence: 99%

Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia

Brzaković¹,

Brzaković²,

Karabašević³

et al. 2021

Sustainability

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Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

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“…What matters is the result-the effective use of storytelling to reach and engage stakeholders through choices around the story construct. Various authors identify the importance of being able to tell stories well (Aaker & Aaker, 2016;Gurzki et al, 2019;Lien & Chen, 2013, 2015. What is less well known is how to judge an organization's storytelling capability.…”

Section: How Well: Story Capabilitymentioning

confidence: 99%

“…However, within the brand and organization literature, eight distinct archetypes of narrative structure emerge traditional genres of fairy‐tale (Gurzki et al, 2019), legend (Tree & Weldon, 2007), comedy (Holt, 2016), parable (Strick & Volbeda, 2018), heroic (Boje, 2003), and tragedy (Lawler, 2002), combined with the increasingly popular formats of reality (Caswell & Dörr, 2018; Gerard, 2017), and game (Ferguson et al, 2020; Sim & Mitchell, 2017). Like Brown and Pattensen's work (2010), these are classifications of structure rather than analysis of plots (Booker, 2004; Lien & Chen, 2013; Pera et al, 2016; Stern, 1994; Woodside, 2010); effectively story typology rather than creative arc.…”

Section: Literature Reviewmentioning

confidence: 99%

Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling

Mitchell

Clark

2020

Psychology and Marketing

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Responding to a call for research into storytelling within the nonprofit context, the paper contributes to an emerging research conversation about communicating organizational strategy through storytelling. The research analyses one hundred stories across 10 leading organizations to identify how they are being deployed and what that tells us about the underpinning strategy. Through bringing story character, classification, and content together for the first time, the paper presents a holistic perspective on the story construct. It identifies that, when viewed as a whole, the stories told by organizations can be a powerful communication tool for reaching external audiences. However, the research also identifies that their ability to convey strategic purpose through storytelling is moderated by storytelling capability. It finds that organizations with stronger storytelling capability use this craft to differentiate themselves more effectively. It concludes with contributing a new conceptual model for understanding organizational storytelling and a roadmap for practitioners to strengthen storytelling capability.

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Crafting Extraordinary Stories: Decoding Luxury Brand Communications

Cited by 44 publications

References 47 publications

The language of luxury fashion advertising: technology of the self and spectacle

The language of luxury fashion advertising: technology of the self and spectacle

Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia

Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling

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