L'archivio come dispositivo di comunicazione per le imprese della moda (ITA)
Supervisor: Antonella Mascio
Fellow: Elisa Tosi Brandi
Period: 01/12/2013-30/11/2014
ABSTRACT
The year-long study concerned the analysis of the communication strategies adopted by fashion companies, based on their own archive and aimed at the reinforcement of the brand’s identity and the cultural value of the company itself.
Goal of the research was the study of fashion companies which belong to the districts of S. Mauro Pascoli and S. Giovanni in Marignano, in order to emphasize the cultural and communicative strength of their archive, by both analysing advertising campaigns where terms such as “archive”, “heritage”, “vintage”, or objects inspired by past collections, or openly vintage were used, and by displaying these materials in shop windows and exhibitions.
These case studies have been compared to other companies located in Emilia-Romagna, and to better-known Italian companies such as Ferragamo and Gucci.