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Brand of Products and Brand of Signs: how to manage this relationship in rashion through corporate archives



Valeria IANNILLI and Federica VACCA


In the fashion industry, brand has always been a competitive paramount. It

has a real value as a strategic asset with which the company ensures a

continuous competitive advantage over competitors and thus the perception

of consumers. The construction of the brand recognition scenario represents

the ideal place able to offer a view of all the tinged values inspiring the

products/lines/categories proposed by a company. Within this scenario, not

only the fashion retail system becomes the narrative context of the brand

where designing spaces, displays and interactions we connect the distributive

strategy to the product/stylistic strategy and the communication strategy;

but also the corporate archives are progressively assuming this role and

functions, offering peculiar solutions.


The paper aims to explore the brand recognition strategy, mediated by

design and related to the brand heritage, reading the corporate archive not

only as a self commemorative intent and consolidation of the corporate

image, but as active resource continuously integrated in the brand identity




PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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