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The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage

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  • Jan C. L. König
  • Klaus-Peter Wiedmann
  • Nadine Hennigs
  • Janina Haase

Abstract

The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.

Suggested Citation

  • Jan C. L. König & Klaus-Peter Wiedmann & Nadine Hennigs & Janina Haase, 2016. "The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(2), pages 198-215, March.
    • Handle: RePEc:taf:jgsmks:v:26:y:2016:i:2:p:198-215
    DOI: 10.1080/21639159.2016.1143155
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    References listed on IDEAS

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    1. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
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    Cited by:

    1. Francesco Massara & Daniele Porcheddu & Robert D. Melara, 2019. "Luxury brands pursuing lifestyle positioning: effects on willingness to pay," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 291-303, May.
    2. Mandler, Timo & Johnen, Marius & Gräve, Jan-Frederik, 2020. "Can’t help falling in love? How brand luxury generates positive consumer affect in social media," Journal of Business Research, Elsevier, vol. 120(C), pages 330-342.
    3. Seo, Yuri & Buchanan-Oliver, Margo, 2019. "Constructing a typology of luxury brand consumption practices," Journal of Business Research, Elsevier, vol. 99(C), pages 414-421.
    4. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.

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