The luxury fashion industry is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the hospitality business. This thesis gives an insight into this phenomenon that sees Italian luxury fashion labels expand their brands into hôtellerie by unpacking the relationship it holds with Italianicity. Examining the cases of two iconic Italian luxury fashion labels, Missoni and Moschino, and the hotels associated with their names, Hotel Missoni Edinburgh and Maison Moschino, this thesis investigates the different ways in which they refer to Italy and its culture. It is contended that within Hotel Missoni Edinburgh and Maison Moschino there are corporate strategies at play that are aimed at deploying their Italianicity as a means to increase their prestige and strengthen their association with the identity of their parent brands. Moreover, it is contended that the hotels employ strategies of cultural opportunism that see the deployment of characteristic traits associated with Italy and its culture as a way to augment their offerings, maximising the brand extension potential of those labels. However, while Missoni Hotel Edinburgh and Maison Moschino rely on traits of Italianicity for their identity, they also contribute to the construction of ideas of Italianicity. Through an exploration of the different versions of Italianicity portrayed by these hotels, this thesis posits Missoni and Moschino brand extension practices as pivotal sites for shaping and mobilising notions of Italian national identity. Italy is considered here as a narrative text from a semiotic perspective, acknowledging that it is constituted through a variety of discourses and entities, like the ones produced by Hotel Missoni Edinburgh and Maison Moschino, which actively contribute to negotiate and re-shape notions of Italianicity. As such, the thesis offers insight into the link between the fashion industry and national identity.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:658373 |
| Date | January 2014 |
| Creators | Dallabona, A. |
| Publisher | Nottingham Trent University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://irep.ntu.ac.uk/id/eprint/93/ |
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