Masculin/féminin : le changement dans la matérialité des corps

Vigarello, Georges; Giust-Desprairies, Florence

doi:10.3917/nrp.017.0177

Cited by 1 publication

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This determination contract referring to power and performance is enhanced when it integrates products for the female market. More and more women in Western society are claiming access to power and high levels of responsibility (especially in the context of work and politics) (Vigarello, 2004;Vigarello and Giust-Desprairies, 2014). Therefore, the values of this contract legitimate the integration of products for women who themselves attribute importance to these values.…”

Section: Illustration Of the Semiotic Analysis Process: Audemars Pigumentioning

confidence: 99%

See 1 more Smart Citation

Cross-gender extension potential of luxury brands: a semiotic analysis

Veg-Sala

Roux

2018

J Brand Manag

View full text Add to dashboard Cite

Faced with the need to constantly find new growth drivers, luxury brands increasingly use cross-gender extensions (extension from the female to the male market and vice versa). Because of the lack of research on this topic, the aim of this article is to analyse the potential for cross-gender extension. We adopt a long-term perspective by analysing the discourse being directly produced by brands. We use a structural semiotic approach to define brand narratives and contracts and their level of openness. Seven luxury brands have been studied: Audemars Piguet, Cartier, Chanel, Dior, Hugo Boss, Montblanc and Rolex. The results show that they do not all have the same legitimacy for extension from the male to female market and vice versa. Specifically, in the context of cross-gender extensions, rather than brand extension potential (to new product categories), the narratives related to contracts of determination (linked to characters, gender and state) can determine the success or the failure of cross-gender extensions. We find that brands anchored in open determination contracts, i.e. those whose values are desired by both sexes (men and women), will be extended more easily from one market to another.

show abstract

Section: Illustration Of the Semiotic Analysis Process: Audemars Pigumentioning

confidence: 99%

“…These contracts promote extensions and enrich their values by developing new products for the opposite market while remaining the same. For example, power and domination can be valuable not only for men but also for women (Vigarello and Giust-Desprairies, 2014).…”

Section: Brands and The Determination Contractmentioning

confidence: 99%

Cross-gender extension potential of luxury brands: a semiotic analysis

Veg-Sala

Roux

2018

J Brand Manag

View full text Add to dashboard Cite

show abstract

Masculin/féminin : le changement dans la matérialité des corps

Cited by 1 publication

References 0 publications

Cross-gender extension potential of luxury brands: a semiotic analysis

Cross-gender extension potential of luxury brands: a semiotic analysis

Contact Info

Product

Resources

About