Professional Documents
Culture Documents
Chapter 1. Introduction 2
Chapter 2: Literature Review 5
Communicating Fashion: The Role of Fashion Photography 5
The main characteristics of the 2000s fashion photography boom. 7
Introduction of the fashion photography today before Covid-19 9
Luxury Fashion During and after Covid19 11
Chapter 3: Methodology 15
Chapter 4: Results 20
The Gucci Observation 21
The Chanel Observation 21
The Fendi Observation 22
The Dior Observation 24
Other Brands and Emerging technologies 25
Chapter 5: Discussion 26
References 32
Abstract
Photography has always played an important role in the fashion business, and it has
made a number of significant contributions to the industry throughout the course of its history.
of the internet, and particularly social media, there has been a shift in how consumers and
advertising interact. There are millions of users that subscribe to Facebook, Twitter, and other
social networking websites, and many of them use the services into their brand activities as
well as their everyday lives. The research methodology applied in this paper applied a
qualitative approach in evaluating the shift to peer to peer communication in top luxury brands
and also evaluating the behavior and response of users in the channel where they are being
applied. The result of the study revealed that peer to peer communication is reflected in the
marketing strategies of the top brands and there is a positive outcome in the way fashion
consumers interact with the brands communication technique. Social networking sites such as
Facebook and Twitter provide customers with a public forum through which they can express
themselves and receive access to information that may help them make better educated
plan integrated with peer to peer communication techniques for clothing firms or brands is
critical for any company that wants to succeed. That strategy can be achieved by personalizing
each user's experience based on their browsing habits, profile, location, and previous purchases
in order to increase their happiness with the product as much as possible. Millennials and
Generation Z are the next generation of customers, and businesses must be prepared to
For decades, photography has played an essential part in the fashion industry, and it has
produced various contributions to the industry throughout the years. Through photography,
peer to peer communication has developed rapidly. The internet, and particularly social media,
have altered the way consumers and advertisers connect. Facebook, Twitter, and other social
networking websites have millions of subscribers, many of whom incorporate the services into
their brand activities and everyday lives. Social media platforms, in addition, make it possible
to network with peers by linking them to their friends' community, which increases peer to peer
emergence of a new, unorthodox route for social interaction through the Web. Therefore,
fashion designers and the community at large across all channels. It is via the medium of
photography that the online fashion network may be enriched and expanded. Fashion
publications and blogs are an excellent method for anybody interested in the fashion business
The use of influencers has been known to raise the level of peer to peer
communications in social media (Wielki, 2020). When a fashion item is worn by an influencer,
people are drawn to its visual and photography aspects, and they begin to talk about it. Such
may also generate some level of referral activities as it aids those who are passionate about
fashion in learning how to match texture and color to keep up with the trends they enjoy and
assist others who are just starting. Fashion photographers propel their visions within a
continuous practice of modification, resulting in photographs that become timeless and
transcend the realms of fashion illustration (DeLong, 2021).. It was necessary to have someone
else engage them because most of their work was scripted advertorial work. The response of
fashion lovers to the work of Josh Olins, who regularly featured influencers in his shoots,
showed how influencing might instigate mentions among fashion lovers. This age-long
evidence has sprung up new initiatives to provide a much-needed platform for experimental
work in the fields of fashion, design, and fine art, among other disciplines.
Photographers like Angelo Pennetta's photographers have a distinctive style, and they
frequently work with celebrities. Celebrities and the "next big thing" are among his specialties,
and he excels at making them appear approachable (Enke, 2021). . These celebrities are well
respected by the consumer community, and they help in instigating peer to peer
communications. Celebrities like Kate Moss, Gisele Bundchen, Naomi Campbell, and other
'established' models remain dominant in the modeling industry in the United Kingdom due to
their abilities to influence their followers and instigate peer to peer communication.
The transformation brought about by the rise of social media applies to the choice
process of consumers and peer to peer communications. Sites like Facebook and Twitter
provide a public platform in which consumers may express themselves and gain access to
information that might help them make more informed purchasing decisions (Bump, 2020).
Fashion photography can validate or instigate reviews around a product online. Online product
reviews have grown thanks to social media, and they have had a significant influence on
marketing efforts. Peer to Peer communication from the community enhances the reach of
marketing messages and has the potential to modify the information-gathering processes of
consumers. Furthermore, peer to peer communication via social media, a new type of
consumer socialization, has important implications for consumers' purchasing decisions as well
as marketing techniques.
The era of COVID-19 brought in new challenges as well as opportunities. For the first
time in years, fashion photographers found themselves trapped at home devising innovative
methods to keep brands viable. One such method is to try FaceTime shootings and other types
of remote photography to keep the consumer community informed. It is conceivable that the
long-term influence of these technologies on photography will be seen even after the epidemic
has ended because of their enormous potential (Bhattacharya, 2020). These fashion
photographs were applied on social media channels to generate conversations, following, and
likes. The transformation brought about by the rise of social media is applicable to the choice
process of consumers and peer to peer communications. Online product reviews have grown
thanks to social media, and they have had a significant influence on marketing efforts
(Maslowska, Malthouse & Bernritter, 2016). Peer to Peer communication from the community
enhances the reach of marketing messages and has the potential to modify the information-
Furthermore, peer to peer communication via social media, a new type of consumer
marketing techniques (Hasan, Haq & Rahman, 2019). The making of fashion videos, made by
fusing sequential photographs, has been applied when working on remote productions. The
development of applications that enable remote photography to be carried out through video
This research paper evaluates and analyses the shift of luxury fashion communication
through fashion photography, social media, and digitalization. The research suggests that an
integrated peer to peer communications plan should be in place for every fashion business in
order to keep one step ahead of its competition. Digital marketing for fashion businesses has
changed dramatically in recent years (Bhardwaj & Fairhurst, 2010). It is essential for
companies to constantly adapt and innovate to stay one step ahead of the pack. Engagement
with the target audience continuously to improve their impression of the brand is the first step
in establishing long-term brand loyalty. With such a diverse range of tactics available to
fashion firms, it can be challenging to know where to begin planning a digital marketing
strategy for their business. The search for solutions to aid in developing a successful fashion
marketing plan for clothing businesses or brands is essential for brands. Personalization may be
included in the peer to peer communication architecture through the internet experience, the
purchasing experience, and the convergence of online and offline platforms, among other
avenues. The objective is to tailor each user's experience relying on their browsing habits,
profile, location, and prior purchases to maximize their satisfaction with the product.
Generation Z is the next generation of customers, and businesses must be capable of reaching
them.
Photography has played a key role in the fashion business for decades, and it has made
several contributions to the sector. It provided people with the opportunity to take a close look
at their work and express their opinions on emerging trends. This has assisted a lot of fashion
businesses in portraying the industry in its most natural condition. It has also provided a means
for those businesses to expand and flourish. Fashion photographers help in building a line of
contact between fashion designers and the general audience (DeLong, 2021).
Similarly, fashion designers have the means to make their designs known all over the
world, thanks to the Internet (Crewe, 2013). Prior to social media networks becoming widely
available, individuals could not always keep up with the latest fashion trends because there was
not always a simple method to get engaged in them. Even for individuals who are passionate
about fashion trends and a few others are doing it as well as enjoy attending fashion shows, it
will almost certainly not be possible for some of them to attend every event in every city across
Therefore, photography was meant to save the day since it provides an entirely new
means of keeping up with fashion trends and model events (Savage, 2021). It allows
consumers to witness every fashion photo shoot without having to attend them physically.
Photographs, rather than films, provide the spectator with the opportunity to carefully examine
their choice of design. They allow the model to walk naturally while also providing the most
satisfactory possible conditions for the costume to be seen. This alone may assist any fashion
business to select or have a presence at any desired fashion event. For those who wish to
attend the most influential fashion events, such as Paris Fashion Week, but lack the finance or
the time to do so, photographs can still keep them updated by displaying unique and trendy
outfits using their sense of style, as demonstrated by the models in the photographs. In the
absence of photography, this would not have been conceivable because words can not
adequately express what a photograph can depict, particularly in the concept of fashion.
community. Fashion blogs and articles are a fantastic strategy for anybody to remain up to date
on the newest trends in the fashion industry. They are often created and maintained by fashion
enthusiasts worldwide (de Perthuis & Findlay, 2019). Because of the rise of fashion
photography, these blogs have had the opportunity to become significantly more prominent by
including images from various fashion shows in their most recent articles. People find the
visual component of a fashion piece highly appealing. Photography may assist individuals
dedicated to fashion in knowing how to blend textures and colors to follow the most trending
it assists the luxury fashion business to understand what its clients want and tailors
A luxury fashion business may communicate a message about the quality and
dependability of their products via style, color, narrative, and emotional appeal. When looking
back in time at conventional printed media, luxury fashion had a link with a brand's worldwide
fame by developing a distinct image and tales utilizing their products, which were then shared
with the world (Joy et al., 2012). As an example, in the fashion industry, the campaigns of
Armani, Dolce & Gabbana, and Chanel have had the most visual effect. Regarding the
marketing of luxury products and fine jewelry, Cartier, Dior, and Louis Vuitton stand out
because they have stayed true to the aesthetic process that has helped them become worldwide
recognized companies (Socha & Socha, 2021). The distinctive attraction of each business is
communicated to potential customers via the use of photography. For a fashion tour, the
photographer rarely has complete control over the style of photos utilized on the shoot. A
photographer may specialize in a specific field for which they are well-known in the business.
If this is the case, magazines and designers will actively seek them out for the photoshoots they
desire. In any other case, the sort of fashion shoot will be determined by the overall marketing
objectives.
Fashion photography offers an insight into a daring new universe. The lines were
dissolving between documentary, high art, social criticism, fame, and fantasy, and the limits
were becoming increasingly blurred. There were fewer restrictions and limitations as time goes
on. It is a visually stimulating examination of the exact culture that it is trying to represent
(Fashion Industry Broadcast, 2019). The resulting pictures were visually attractive and
engaging, inviting the spectator to take in the beauty and energy of what is being shown to
them. Fashion photographers push their visions within a continual practice of adaptation,
resulting in photographs that were timeless and beyond the realm of fashion illustration and
illustration. During that period, fashion photographers included fictitious tales in their work.
Their works responded to and portrayed aspects of cultural history, social discourse, and the
cultural environment of the period in question (Morère, 2015). Most of their work was scripted
editorial work, which meant that they had to be commissioned by someone else (usually a
magazine) and that the photographers had to adhere to specific specifications. Within these
constraints, however, they were able to produce new works that interacted with the genres of
The world's fashion capital, Paris, was the primary hub for fashion design in the early
twentieth century, and French designers were beginning to recognize the creative possibilities
of fashion photography. After starting as postcard photographers in 1910, Jules, Louis, and
Henry Seeberger expanded their company to include pictures of aristocratic and fashionable
ladies. They began publishing in important French magazines by 1911 (Hill & Schwartz,
2015). On 23 February, the night of the Grammy Awards, Jennifer Lopez wore a green palm-
printed Versace dress with a neckline that plunged beyond her belly button and into fashion
history, marking the beginning of a cultural change in the fashion industry (Tashjian, 2019).
Although many women likely flocked to the stores to get green, naval-bearing gowns and
fashion tape, it was a crucial and defining event because the entire world desired to see how
Jeniffer Lopez looked in that outfit. It increased the number of searches on Google to an
unprecedented level, to the point where Eric Schmidt, the CEO of Google, later explained that
Lopez's Versace gown at the Grammys was the direct inspiration for Google Images.
One of the five photographers, Josh Olins, makes direct references to pop culture in his
work (ItsNotYouItsMe, 2013). While recalling the 1980s, his style, in particular, demonstrates
inspirations from the work of Steven Meisel and Richard Avedon, both of whom worked
during that decade. Rather than emphasizing the goods they were showing. His paintings draw
our attention to the patterns, sequencing, and seduction that characterize youth, beauty, and
sexuality in particular. Additionally, current attitudes and tendencies were included; models
frequently look indifferent and disengaged in their roles. When Olins creates a piece, he flips
the commodity on its head, congruently showing want and loneliness simultaneously, a sense
that is widespread in 21st-century Western culture. Even though photographers such as Rankin
and Mario Testino were setting the standard for the genre, it is important to remember that the
world of fashion photography is one in which only a few new names appear regularly. It is also
an industry in which photographers must shoot for a long period before being able to determine
their careers (Highsnobiety, 2021). Spring Projects, founded with this in mind, presents a
much-needed forum for experimental work in the realms of fashion, fine art, and design,
among other disciplines. Contemporary artists and designers whose primary source of
inspiration in popular culture in its broadest sense have re-energized a new conversation
between the realms of fashion, art, and design that is defined less by subject matter and more
by stance.
With the digitization of cultures, the shifting of value systems, and the prevalence of
consumerism, fashion photography is expressing not just what is explicitly said but also,
perhaps more significantly, what is implicitly communicated. As with the phrase "seeing is
photography becomes a strong medium for the general public, supporting the belief that
purchasing will make it better/prettier/thinner/adored/popular/prosperous (Joy et al., 2012).
The method by which fashion photography photographs were generated is comparable to that
of any other artistic medium, despite the fact that fashion photography is, in some ways, very
superficial. Historically, fashion advertising has been one-way communication devices such as
Advertising in the future, and thus fashion photography in the future, will be part of a
Photographers got familiar with digital channels by merging their artistic vision with the most
up-to-date software science. A small number of photographers, on the other hand, were
rebelling against the recent "digital era," and their photographs appear less futuristic and
Angelo Pennetta's photographers use a somewhat different style, and they frequently
include celebrities. Pennetta's expertise consists in making celebrities and the "next big thing"
look both approachable and intimate, bringing the spectator into their world while first and
foremost grabbing the viewer's attention and secondly recognizing the celebrity (Enke, 2021).
"His close-up, closely cropped images provide a sense of personal involvement with each
subject: Dree laying in flowers and a group of men bending over her, their gaze fixed on her
from a close distance. Those pictures in that presentation were representative of a culture that
Among the many events in the twenty-first century were the 11 September terrorist
attacks, globalization and the impoverishment of the Third World, and the current economic
downturn (2007-2014). This appears to have had a significant impact on fashion in a variety of
ways. Ethical trading practices and environmental policies were influencing consumer
purchasing decisions. Chinese factories were now responsible for the majority of ready-to-wear
clothing production. To escape from financial and political uncertainty, fashion photographers
It is important to note that brands such as Off-White and Bape were among the first to
market. Given their popularity with consumers in Asia, where the accessory has been
ubiquitous since the outbreak of Sars in 2003, both brands had been producing fashionable
masks long before Covid-19 hit the scene. Facial masks have become ubiquitous, and fashion
brands have rushed to produce their versions of the now ubiquitous face covering (McKinsey,
2021). However, is it ethical to profit from a pandemic – and will face masks remain
commonplace even after the Covid-19 outbreak? Despite the fact that only a few people can
afford the clothes, millions of people watch the videos. Several photographers, including Irving
Penn, Henri Cartier-Bresson, and Diane Arbus, produced some of their best work while
working on assignments for magazines. Even before the pandemic, the environment had
become increasingly difficult for the creation of outstanding fashion imagery. Budgets were
However, the fashion industry is currently in crisis: producing too much, moving too
quickly, and offending consumers on a worryingly regular basis due to its inability to pivot
away from a position that champions a censoriously narrow vision of what is beautiful
convincingly. Brands were going out of business, and magazines were going digital-only or
going completely digital. When Vasanth Kumar ( a photographer ) recently set up a photoshoot
with a model in Russia from his home in Chennai, the only difficulty he encountered was a
language barrier between the two countries. He used Google Translate several times before his
instructions, "Tilt your head slightly upwards!" were finally understood: Despite this, the shoot
was completed in forty-five minutes, with no need for a studio, flights, travel, or other hotel
expenses (Bhattacharya, 2020). A desktop computer and a video-calling application were all
he required in order to capture some memorable frames of a room strewn with lavender, as
Due to social distancing, photographers who find themselves stranded at home are
coming up with creative ways to keep their businesses afloat, including experimenting with
FaceTime shoots and remote photography. The potential of these technologies is likely to have
a long-term impact on photography, even after the pandemic has passed (Bhattacharya, 2020).
Additionally, this allows photographers to work with models and clients from any location in
the world at a lower cost and with a smaller environmental impact than traveling to exotic
locations. Continuing with his experiments, 25-year-old Edwin J Robert, who works from his
home in Chennai, requested theatre artiste and model Kavya Ramachandran in Kochi to
balance her iPhone 8 on a high rim near a window (Jamal, 2020). He then snapped the photo
using the FaceTime app, which includes a built-in feature that allows one to take a picture
while on a video call. A beautiful frame shot showed Kavya sprawled on the floor, with gentle
sunlight filtering through the patterns on her window curtains, capturing her face as she lay
When the Indian government imposed a nationwide curfew, Europe had already been
placed on lockdown. However, amateur remote photography trials were already underway in
various locations around the world at the time (Jamal, 2020). Among the trials that caught
Vasanth's eye was when an Italian photographer had used the webcam on his desktop to
capture images of people and things in his immediate vicinity and then created collages out of
the images. The quality, on the other hand, was extremely poor. Vasanth went one step further
and experimented with video conferencing software Skype and Google Duo. The overall level
of quality was unacceptable. However, Apple's FaceTime, with its built-in feature to take
pictures while making a call, emerged as a viable alternative across various devices. "Every
other app suggests taking screenshots, which must then be cropped and repurposed," according
to Edwin, who admitted that he was late to the party in terms of adopting the technology.
By the middle of April, the trend had begun to gain momentum in India. Edwin's initial
shoot was with a couple in Italy who were confined to the same house for the duration of the
shoot. It was evident in the frame that they had perfect chemistry, according to Edward. Soon
after, the post received a great deal of attention on the internet. Since many people are confined
to their homes alone at the moment, it appears that portraits are the most popular subject
matter. "Initially, people had a hard time comprehending what was going on. It was my
responsibility to demonstrate that it is possible. Vasanth explains how he came up with a small
portfolio specifically for remote shooting: During the lockdown period, he has killed and
injured people in France, Egypt, Spain, the United States, India and Russia. "Models do not
end the pose abruptly and immediately move on to the next one in this technique”. According
to him, there is a flow to the movements. The impact of these films is then heightened by a
musical background.
Recently, remote photos of actor Shriya Saran, who is currently residing in Barcelona,
taken by Chennai-based photographer and actor Sunder Ramu, drew widespread attention on
the internet (Gowri S, 2020). While Sunder is reluctant in sharing his technique because he
intends to continue shooting in this manner even after the lockdown, he does suggest that the
next big thing in the industry could be remote photography. Attempting to adapt to the
restrictions imposed by the lockdown was his way of dealing with them. During the previous
weeks, he had also taken advantage of his terrace, photographing everything from birds in
flight to actress Andrea Jeremiah for a photoshoot. She posed at her window, which was two
buildings across from the terrace where he was standing, for this purpose.
Sunder prefers to shoot live rather than instructing someone to shoot themselves when
creating tutorial videos for individuals who wish to shoot by themselves. He also explains that
experienced photographers can also turn to consultation by providing advice on how to use
available technologies and natural light effectively to those who wish to shoot themselves. The
development of specific apps that allow for remote photography to be done through video
calls, on the other hand, is something that Vasanth believes has significant potential (Gowri S,
2020). According to Sunder, the medium has already undergone multiple transitions, from
analog to digital and now to mobile phones. He believes that this shift is also one of those
shifts that can be survived. He concludes by saying, "It is critical to remain current and to learn
Chapter 3: Methodology
this study. By collecting and analyzing large amounts of data, quantitative techniques enable
researchers to understand participants' experiences and actions better. Whenever possible, these
approaches are used when the primary goal is to explain and understand behavior or activities
rather than quantify them. Our methodological approach answers requests for more qualitative
UGT research, which we believe is needled. Despite the conceptual utility of existing
quantitative UGT research, this study aims to provide rich, in-depth insights into user behavior
and the effect of luxury-brand activity on social media platforms. An online observational
study and in-depth interviews were utilized to collect data to achieve the research objectives.
Predominantly, the first step of data collecting reveals the aloofness of luxury brands,
which serves as the foundation for this investigation. The fact that so many premium
companies have large followings, on the other hand, does not fit into this category. To better
understand what drives users to follow luxury companies, in-depth interviews and theme
analysis were done to determine which users seek demands and gratifications and which luxury
Online observations of five luxury fashion labels were undertaken to understand better
how luxury brands use influencer marketing, social media, and peer to peer communication.
These luxury brands are Dior, Channel, Fendi, Gucci, and Prada. When investigating how
luxury businesses utilize social media, it is useful to look at content and materials that have
been generated by the firm (Cavender, 2018). Furthermore, it gives information on how luxury
firms connect with their customers or do not interact. More so, online observations give
naturalistic data that may be utilized to gain a deeper understanding of the phenomena under
investigation without the researcher directly affecting the results. This report contains a list of
Asia, Europe, and North America is maintained by all of the brands included in the study.
The brands that were chosen were suitable for the goals of this study as a result. The most
important thing to remember is that Dior, Channel, Fendi, Gucci, and Prada are some of the
most valuable fashion brands in the world. According to a previous study, three social media
platforms— Instagram, Twitter and Facebook—are often utilized by luxury businesses for
digital marketing. These three sites are also popular among millennials. As a result, I was able
to locate the official accounts of the five businesses in our sample by searching these three
social media sites. This search yielded five Facebook, five Instagram, and fifteen Twitter
accounts that belonged to the specified businesses and several other results.
In order to determine whether or not these twenty-five accounts were qualified for
online observations, preliminary observations were carried out on them. According to Sihare
(2017) criteria for acceptable online observations, which imply that appropriate social media
accounts must be interactive, active, diverse, relevant and data-rich, this was accomplished.
According to these findings, one of the detected Twitter accounts, Prada Brasil (a Twitter
account that is particular to Brazil), had been dormant for more than a year at the time of data
collection. As a result, this particular account was excluded from the dataset.
Information in all the social media accounts was analyzed. The term "social media
post" refers to a piece of the basic text published on a social media platform and an image or
photo that is published on a social media platform, as well as a link or a hashtag published on a
social media platform. Every time a user visited a certain account, all of the social media
postings made on that account were viewed. Identifying postings that had been published after
the prior visit was made feasible as a result of this. Each complete post, including graphics,
was copied and analyzed. This got the author acquainted with the narratives that had been
chosen. The information gathered during the first stage of data collection was utilized to help
After that, in-depth interviews with millennial customers were performed to determine
which of their requirements were being met as a result of their visits to luxury companies'
social media profiles, interactions with the brands, and their perception of peer to peer
communication techniques. In order to kick off the research, seven pilot interviews were
performed. The results of these interviews were used to assist guide and improve the interview
questions used in the second round of data gathering. Due to the fact that users are aware of
their reality and can transmit information about their media consumption, interviews are
This study subject was selected using a purposive sample technique to discover insights
that gave as much evidence as feasible while still focusing on the details of the research issue.
Thirty in-depth semi-structured interviews were performed during the pilot project and second
stage of data collection, for a total of 90 minutes per participant. The interviews took an
average of forty-five minutes to complete. Participants were chosen based on the following
selection criteria, which were utilized to ensure that the process was methodical and
theoretically informed:
● Participants must be active at least once a day on one of the major social media
● Secondly, participants should be fans of at least three luxury fashion companies that
were observed.
We selected the observed accounts’ followers who were also their "friends" on social
media and then engaged them as participants. Then emailed an information sheet explaining
the study to Those potential participants. They were invited to participate in a face-to-face
virtual interview as a result of this communication. After each interview, the participants were
requested to provide the names of any of their friends fitting the standards for that particular
interview. Audio-recorded was used for the interviews with the consent of the participants.
As part of the study, we did not ask participants to indicate which items or services they
had discussed on social media; rather, we focused on the process of peer communication.
Because a cross-sectional design is not useful for examining the processes, we did not
investigate the degree of agent–learner interactions in relation to the type of learning (e.g.,
Participants were asked to provide specifics about their peer communication, such as
the website on which they participated, the participants with whom they communicated, the
topics about which people communicated with those peers, the close relationships they had
with the peers (e.g., strangers, friends), and the importance of those relationships to them. They
were also asked to provide specifics about how often they communicated with peers. Other
questions were about social media website browsing habits and demographics such as income,
age, gender, and educational level of respondents. After completing the survey, participants
were asked to supply further personal information to be entered into the prize drawing.
The process of information gathering was applied to do data analysis. The data that had
been obtained via the observations done online served as the starting point for the study.
Articles and postings were coded based on their content. Through the approach, the topics were
determined. The information was categorized into probable themes and organized based on the
topics under discussion. The data from the interviews were integrated into the second step of
the data analysis process. From the second step, an in-depth examination was carried out by
interpretations presented. The purpose of the evaluation was to guarantee that the coding was
completed consistently. Finally, there was an attempt to settle all inconsistencies that may have
arisen due to the use of the initial two steps. This helps identify and analyze the most important
debates about the uses and gratifications of luxury goods and their implications. Following
such a strategy emphasized the most important information and provided an accurate
Customers who are frequent social media users platforms were the target audience for
the data gathering (Appel, Grewal, Hadi & Stephen, 2019). In recent years, internet usage has
risen significantly; current projections show that the number of social media users globally is at
3.89 billion, with a 10% year-on-year increase. Daily, new social media networking websites
are launched. Businesses are taking full advantage of this new technology to market their
brands and products to a wide range of social media consumers (Harrison and Hedley 2011).
Participants were brought to an invitation and instructions page after clicking on the
link provided in the email. Participant eligibility was determined by a screening question that
asked: "Did you visit one of the listed social media networks in the previous six months to
obtain information on any product, service, or activity that you were interested in?"
Participants who may never have used any social media sites were exempted. Those who
selected "yes" were asked to continue the survey; those who selected "no" were instructed to
end it immediately. Participants were entered to win a laptop from the survey sponsor as an
Chapter 4: Results
According to the International Telecommunication Union, more than 34% of the global
population presently utilizing social media (Sanou, 2015), and 1.2 billion active users
accessing the social media platform monthly. Brands like Orange, Zara, and Starbucks strive to
engage with consumers and improve their brand communication via social media platforms
(Schivinski and Dabrowski, 2015). Through the use of social media, traditional business
companies connect on the internet, which was formerly regulated and monitored by marketing
departments and advertising agencies. Over the last several years, traditional one-way
communication methods (Schivinski and Dabrowski, 2014). This article examined this article,
which was produced in reaction to recent advances in marketing communication, the effects of
company and consumer brand communication via Facebook, which is the most widely used
social networking on the internet. Due to the fact that one type of social media communication
is handled by the firm, while the other is independent of the company's administration,
Gucci entered China's social media game late, but the brand has quickly established itself
as a leader in terms of aesthetics. Apart from that, Gucci has managed to establish a connection
with China's young people, something no other luxury brand has done. For the most part,
Gucci appears to grasp better than the majority of luxury companies that peer to peer
marketing on social media is not only a marketing tool but rather an extension of its brand
(Whaley, 2018). Because they are pushing the boundaries of current youth-focused luxury
fashion in the context of influencers and social media users, they have enabled possibilities for
discussions to emerge around their brand. Gucci appears to create its clothes in a way that
encourages social sharing as well (Samaha, 2020). The most remarkable is that Gucci's
dominant performance is a phenomenon that has spread around the world. The brand has been
working perfectly, and other luxury businesses would be well to note what they are doing.
Brands like Chanel are reconsidering their marketing strategies to promote peer to peer
engagement rates in March 2018 were mainly due to the brand's modification of its long-
standing policy of not paying social media influencers, which was partially responsible for the
brand's remarkable engagement rates. Before March 2018, Chanel maintained a rigorous non-
paid product that qualifies influencer marketing policy that prohibited paid influencers. Despite
the fact that non-paid product seeding may provide tremendous benefits to companies who use
it effectively, there are many disadvantages to using this strategy. In most situations,
companies that participate in non-paid product seeding cannot regulate influencers' posting
schedules, post content, or posting methods, such as paying supporters with rewards for
participation (Whaley, 2018). Since Chanel changed their policy to compensate influencers for
their posts, they have taken control of the planning process, which has, unexpectedly, resulted
Peer to peer communication was on the minds of the designers of Fendi, an Italian luxury
fashion brand (Wilson, 2020). Regardless of how improbable a candidate may seem given its
92-year-old age, one company appears to understand how to deal with the new paradigm. They
are always evolving to retain young millennials interested in the brand by updating its
traditional appearance. Creative features such as the Fendi "bag bug" charms and tiny bags
have become essential accessories for streetwear fashion gurus in recent years. What exactly is
the brand's secret? According to Fendi CEO Pietro Beccari, who recently spoke with Business
of Fashion China, influencers and digital marketing are essential in today's world. "Online and
social media marketing has risen to become the focal point of promotion, particularly in China
(and other Asian countries)," he explained. "This is the most efficient and effective method of
increasing brand recognition. It is my belief that you can convey your branding to millions of
followers through one influencer (not only as assessed by the fan base, however as evaluated
by the fan type) and that Fendi will only invest more in digital marketing.
The partnership with the Chinese influencer known as Mr. Bags for the “Kan I” leather
shoulder bag has bolstered Beccari's belief in the abilities of Chinese influencers. According to
the financial report released by Fendi's mother company, LVMH, during the first half of 2017,
maintained its excellent growth while expanding its leather goods offerings, particularly with
the launch of the “ Kan I model. It functioned in the following ways. During the Fendi
Spring/Summer 2017 display in September 2016, the Kan I model made its debut (Mower,
2021). By one Weibo user, the bag was described as "a bag with an Asian style."
Several weeks before the bag's launch in March, Mr. Bags posted an article on his
WeChat account that featured a video discussing the partnership, his first appearance on video
(Chen, 2018). His WeChat account had over 100,000 page views as a result of the post. To
emphasize the bag's usefulness as a present, Mr. Bags mentioned how a lover might utilize the
colorful trademark Kan I strap as a flirtatious approach to entice a partner to his side of the
table. Another perk provided by the firm was a unique offer to Mr. Bags fans of 30 limited
edition bags in a pink floral motif, which were only available through the brand.
influencers' fans and platforms to reach a larger audience while also giving influencers a little
leeway to connect with audiences in their unique way (Chen, 2018). When Mr. Bags wrote his
letter to his followers, he included personal information such as facts about his own experience
with Fendi, when he went to the brand's Milan fashion show at age twenty-two and also was
Dior Despite the uproar, Dior has consistently been rated favorably by Chinese
customers, according to market research. In late March 2018, Dior staged their first-ever
China-based Haute fashion show in Shanghai, marking the brand's debut in the country
(Whaley, 2018). The exhibition was part of a larger effort by Dior to present a younger, more
trendy image in the Chinese market. In addition to bringing many fashion industry insiders to
the show, Dior broadcasted the event live on the internet and invited influencers from the
Brands that engage in peer to peer communication recognize the need to gain a thorough
understanding of the market and are more likely to develop digital activities aligned with their
DNA while also garnering positive feedback from customers. Because of a variety of factors,
the Dior Beauty live broadcast of its "see now, purchase now" event in Chengdu, via a WeChat
live stream featuring Dior Beauty's creative director Peter Philips and more than three hundred
influencers garnered more than three million viewers (Nicoletti, 2019). It was also able to
acquire useful information from the event attended by sixty percent women, thirty-eight
percent millennials, and twenty percent Generation Zers - all of whom were relevant targets.
Peer to Peer communication also provides immediate and reliable feedback, which is essential
for developing the most effective follow-up strategy. This is the point at which followers' and
Brands are aware that peer to peer marketing may go badly, and they utilize the
information gleaned from such mistakes to enhance their strategies. For example, at the release
of the Dior Saddle bag in China, fashion fans expressed dissatisfaction with the quality of Dior
video input from blogger Elle Lee, which was part of a wider influencer collaboration made on
the occasion (Nicoletti, 2019). However, the company rapidly learned from its mistake. It
returned a few months later with a highly intriguing Lunar New Year initiative that was far
more in line with the preferences and expectations of Chinese customers than the first. peer to
peer marketing across cultures nowadays necessitates a multiple flow of information. The
result is a two-way communication channel between brands and their customers and several
other ways around. This gives a clear picture of engaging with targeted consumers on a deeper,
Lil Miquela, the first virtual influencer, was recreated in 2016 by Brud, a robotics firm
based in the United States. It quickly rose to prominence as one of the world's most well-
known virtual influencers and the nineteen-year-old robot from Los Angeles, as she called
herself and was able to cooperate with high-end labels such as Prada, Moschino, and Chanel
due to her 1.5 million followers (Formentini, 2020). For the first time, she showed on
Instagram that she was a genuine person rather than a model or singer. According to the
may alter the structure of current influencer marketing (Whaley, 2018). These digital
influencers have been populating the social media space for some years, particularly on
Instagram in Western countries and WeChat in Asia. Because of these fictitious characters,
who are actual works of graphic design and artificial intelligence, persons who do not exist
commencement of the campaign to identify influencers and after the campaign has begun to
assess the effectiveness of the strategy once it has been put in place (Dopson, 2021). "The
number of followers and the number of interactions with a post are the most frequent metrics
used to assess the reach and effect of an influencer," according to Gräve (2019). It is possible
for anybody to see the number of followers, likes, comments, or views of content, depending
on the social media platform under consideration. In addition, there are services such as
information and compute additional metrics on an ongoing basis. They are particularly
advantageous since they are open to the public, are easily interpretable, and are comparable
Chapter 5: Discussion
The result and analysis section shows the key strengths and limitations that guide the
direction that brands should take in implementing the most successful communication
techniques in the fashion industry. Every fashion brand needs to have a solid marketing plan
with peer to peer communication strategy integrated into place in order to stay one step ahead
of its competitors (Rajagopal, 2019). A sound plan will not only assist them in staying afloat in
most channels and touchpoints such as in eCommerce. Such a strategy would enable them to
grow and flounder in the midst of chaos. This is because the landscape of digital marketing for
fashion brands has shifted dramatically in recent years, and it is critical for brands to
continuously adapt and evolve in order to stay ahead of the competition. Digital marketing
2018). Due to the large number of companies that have gone digital, brands must recognize the
processes through which customers engage with other customers by recommending products or
Within the influencer marketing framework, brands can target visitors by presenting reminder
ads that prompt them to recollect a product they previously viewed on the internet while they
were browsing. For example, after getting the influencer to wear and shoot a product, followers
begin to mention the brand. It may be essential to add a retargeting marketing strategy to
bolster the existing peer to peer communication and influencer marketing systems. These
strategies assist in increasing turnover, and an excellent retargeting strategy may result in a
In order to successfully target the right market segment, brands need to collaborate with
fashion bloggers and vloggers that have a following that is comparable to the sort of clients
they want to attract. This will make clients get talking about the brand, a key component of
P2P communication is a word of mouth which has long been used in traditional marketing.
Now with social media, P2P has transformed into a business game (MajlesiRad and Haji pour
Shoushtari, 2020). The heart of P2P’s excellence is that people trust a person like them.
Family and friends are the most trusted recommendation source, but influencer marketing is
the primary path to get into that circle. Influencers are regarded as a reliable source of
information by their followers, and many will choose this format over more traditional ways of
marketing, such as traditional television advertising. While they can assist in increasing sales
by evaluating or suggesting items, brands will also have the opportunity to market their
products to a new set of potential clients. If they choose an appropriate influencer, they would
Peer to peer communication requires engaging With an Audience. The first step in
developing brand loyalty is to engage with the audience. The goal is to consistently connect
with the target audience to enhance their brand perception (Hofman-Kohlmeyer, 2017). It is
this strengthened sense of belonging that helps to promote more purchases. It is most beneficial
to display initiatives that connect and resonate with the target audience to engage them
successfully. Engage on Facebook, reply swiftly to remarks on Twitter, and emphasize the
value proposition. Digital marketing for fashion businesses is filled with a plethora of different
techniques that brands may take, making it quite tough to determine where precisely to begin a
campaign (Sihare, 2017). Brands need to look out for solutions to develop a successful fashion
One of the most attractive aspects of remarketing is targeting people who have
previously visited the store or website in the past. One knows straight away that one is dealing
with a viable prospect. Additionally, one is boosting the likelihood of conversion over a
standard ad. One displays something they are currently looking at rather than a random item
they may or may not be interested in converting. On the other hand, remarketing provides
increased brand exposure, better audience targeting, greater conversion rates, and an enhanced
return on investment.
Social media marketing for fashion brands is a must-have. It must align with the
audience and the development of a relationship with them are possible through social media.
Certain platforms, such as Instagram, may also be used to showcase products. Additional
integration options include Facebook, and Pinterest, which allow the audience to purchase
items directly when they find something they like while browsing through pictures and
catalogs.
presently undergoing a technological revolution that will last for decades (AI). Artificial
intelligence needs to be integrated into the peer to peer communication protocol. Consider the
case of chatbots configured on the website to function as 24/7 customer care representatives,
guiding clients through their purchase journey. If any of the users have a query, they will be
happy to assist them (Dwivedi et al., 2021). A human representative can then take over if they
messaging, offers, and experiences for them. Beyond the fact that personalization will increase
sales, it is vital to understand that consumers do not only want personalized messages that
include their names; they want their whole experience to be personalized. In order to
understand them and their preferences, one must first determine whether or not the product or
service promoted is something they are interested in. When it comes down to it,
Brands must concentrate on visuals. For all companies, visuals are crucial, but for
fashion brands, which rely on aesthetics to attract and retain customers, visuals are even more
critical. Luxury brands need to understand the need to upload high-quality graphics and seem
professional. This can include images, videos, and other media. The contents generated,
graphics and photos must speak to the product most positively. The most effective digital
marketing is the one that invests the most in the creation of high-quality content. Content will
be king in this area, and companies will want to make the most of it, whether generated in-
house or by users or influencers and distribute it through the appropriate channels. It will be
necessary to use creativity and data science techniques to assess the performance of content
Brands use dynamic attribution techniques across various media channels, allowing for
the most efficient allocation of resources throughout the customer journey (Colella, Amatulli,
and Martinez-Ruiz, 2019). As a result, it is necessary to dynamically modify the media mix
throughout marketing campaigns and during the many stages of the product life cycle and
employ tactics that are suited for each step of the process. Predictive analytics must identify
information about consumers' prior purchases. For example, gives a wealth of knowledge that
may be used to segment audiences and execute customized marketing campaigns in this
context. By combining data on customers from in-store and online transactions, brands may
gain a complete picture of their customers and market trends. This may be utilized to optimize
supply as well as to give the most relevant and tailored suggestions for future purchasing
decisions.
through the browsing experience, the purchase experience, and online and physical channels
(Ziaie, ShamiZanjani, and Manian, 2021). In both advertising and marketing, best practices in
targeting and customization emphasize segmenting the audience (often into exact groups
requires that peer to peer customer communications with fashion brands businesses must be
able to be tailored to the individual customer across all channels. It is necessary to personalize
each user's experience based on their profile, location, browsing habits, and previous
and attitudes through gaining knowledge and interacting with socialization agents (Gudmunson
and Danes, 2011). Consumers learn their beliefs, attitudes, and abilities by seeing others or
consuming different media, notably social media platforms. Individuals are socialized to
embrace specific actions or intentions through various mechanisms, each of which is distinct.
So, rather than seeing social media as a complimentary channel, brands must begin to see it as
a distinct and parallel channel with its own identity, which moves across platforms and has its
Regardless of whether or not the pandemic and the ensuing lockdown have disrupted
the logic (and freedom) of purchasing in physical stores in many countries, we must continue
to talk about omnichannel marketing because brands must pay attention to both the digital and
physical lives of their customers. Not just digital but also integrated strategies are being
integrated into a cohesive and coherent communication system, but rather of how. Consumers
in the fashion and luxury industries want a completely conversational, customized purchasing
Peer to peer communication includes the written communications that peers give to one
another in a social media environment providing the consumer with information about opinions
and purchasing behaviors. Research has shown that learning mechanisms through social Media
entail social interaction systems, reinforcement, and modeling. So consumers might model
themselves after their peers by purchasing the same brand of a particular product or avoiding
other brands altogether to be like peers. Therefore, brands must ensure the consistency of all
brand material across all mediums. They must synthesize data coming from many sources and
put them into marketing automation processes to generate leads. Brands need to apply
segmented and targeted messages. Efforts must be channeled into reducing response times to
market trends and demands and provide valuable support to decision-makers, who can thus
Brands need to understand the importance of the workforce. They need digital
marketing experts that have received vertically specific training, such as data scientists and
content managers (Liu, Shin, and Burns, 2020). The introduction into the fashion business of a
new type of customer referred to as digital natives have resulted in a greater emphasis on
talented personnel. For the Y and Z generations, businesses are using ad-hoc targeting
techniques to reach out to such audiences. Being able to reach new customers is motivated by
financial concerns. However, it is motivated by moral, ethical, and value considerations. Thus,
it will counter the trend of fast fashion, against which the essential and credible voices of
sector leaders (including Giorgio Armani) are largely expressing themselves and incorporating
Conclusion
Through photography, the online fashion community can be enriched and expanded. A
growing number of people are interested in fashion photography. It assists the luxury fashion
industry in better understanding what its customers want and tailoring manufacturing to meet
those needs and expectations. Style, color, narrative, and emotional appeal are all effective
ways for a luxury fashion business to communicate a message about the quality and
photography being a powerful medium for the general population, promoting the notion that
which fashion photography photos were created is analogous to that of any other artistic media,
including painting, sculpture, and photography. Traditional fashion advertising has been one-
way communication methods, such as billboards and magazines, that yell until someone pays
notice. This has changed recently. When photographers combined their artistic vision with the
most up-to-date software science, they were able to get familiar with digital channels. Digital
marketing for fashion brands is a necessity for every thriving company. Influencer and peer-to-
peer communication strategies must be included into the overall plan. Social media platforms
relationship with them over time. Various social media sites, such as Instagram, Facebook,
Twitter and Pinterest allow customers to purchase things straight from websites when they see
something they like while looking through photos and catalogs on those channels.
behaviors by collecting and analyzing huge quantities of data. The aloofness of luxury
companies is revealed most prominently in the first phase of data collection, which serves as
the foundation for this research. In order to get a better understanding of how luxury fashion
businesses employ influencer marketing, social media, and peer-to-peer communication, online
observations of five luxury fashion labels were conducted. Dior, Chanel, Fendi, Gucci, and
Prada are some of the most prestigious luxury brands in the world. Generally speaking, a
"social media post" refers to a piece of basic text that is published on a social media platform,
as well as an image or photo that is also published on a social media platform, as well as a link
or hashtag that is also published on a social media platform. It is necessary to engage with an
audience in order to have peer to peer communication. In order to build brand loyalty, it's
important to interact with your target audience right away. The objective is to maintain a
continuous connection with the target audience in order to improve their perception of the
brand.
recognize the need to gain a thorough understanding of their customers' needs and are more
likely to develop digital activities that are consistent with their brand DNA while also receiving
positive feedback from their customers. Personalized communication may be included into the
peer to peer communication framework through the browsing experience, the buying
experience, and through the use of online and physical channels, among other methods. In both
advertising and marketing, best practices in targeting and customization emphasize segmenting
the audience (often into specific groups based on the purchase path or geography) in order to
enhance the efficacy of sales campaigns. When it comes to premium brands, the peer-to-peer
Customers want businesses to customize messages, offers, and experiences for them, according
customization will improve sales, that consumers do not only want unique messages that
include their names, but they also want their entire experience to be individualized. It is
necessary to first identify whether or not the product or service being advertised is something
they are interested in in order to better understand them and their preferences.
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