2021, Vol. 6, No. 1. - go to content...

Permanent address of this page - https://kostumologiya.ru/en/18ivkl121.html

Метаданные этой статьи так же доступны на русском языке

Full article in PDF format (file size: 1.2 MB)

For citation:

Petushkova T.A. Development of style brand identifiers using the example of the fashion house «Chanel». Journal of Clothing Science. 2021; 6(1). Available at: https://kostumologiya.ru/PDF/18IVKL121.pdf (in Russian).

Development of style brand identifiers using the example of the fashion house «Chanel»

Petushkova Tatyana Anatolyevna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: tatyana_petushkova@yahoo.com
РИНЦ: https://elibrary.ru/author_profile.asp?id=1069890

Abstract. The article considers the level of formation of characteristic style identifiers of luxury brands on the example of the Fashion House «Chanel». The list of necessary bases for the functioning of a fashion brand is shown, such as: determining the value position, focusing on the presentation to the consumer; matching external and internal marketing; taking into account the competition of strong brands. The marketing characteristics of the Fashion House «Chanel» are given, a pyramid of identity is built according to Zh. Kapfereru, which shows the attitude to the brand as an authoritative brand, demonstrates its operational qualities, image, cult status and recognition, which meets all the conditions for positioning a strong brand; the main marketing levels of brand signification are defined: utilitarian, aimed at comfort, practicality and convenience; commercial, indicating the value of products; socio-cultural, providing a high social status of the target audience and mythical, expressing elegant luxury and sophistication. Against the background of the gradual development of the brand, the specifics of style identifiers are considered, dictated by the charisma of the personality of the founder of the House, her psychotype, which is inherent in: cognitive giftedness, sensitivity to problems, independence in uncertain and difficult situations, stable motivation to perform their professional activities.

In accordance with this image, the visual material is systematized, forming a complete system of stylistic brand identifiers for the main positions: the logo and the font name of the brand; the basic assortment; finishing details; jewelry; metaphorical symbols (astrological, numerological, color). Visual tables-classifiers of the system representation of the style identifiers of a successful brand have been developed.

Keywords: style identifiers; fashion industry; brands; marketing characteristics; identity pyramid; brand verbal image; brand style

Download article in PDF format