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The Fourth Space: Fashion Branding and Café-Restaurant Projects

In: Fashion Heritage

Author

Listed:
  • Silvano Mendes

    (Université Panthéon-Sorbonne/Institut Français de la Mode)

Abstract

This chapter presents an analysis of café and restaurant projects launched by fashion brands, assessing questions of communication and strategy around initiatives that seek to extend the brand consumption beyond products by offering services such as dining, which is now promoted as a new form of sociability. By mapping a typology of projects that mix fashion with catering and by analyzing media discourse such as press articles and branded press releases, this chapter situates these spaces in relation to Ray Oldenburg’s definition of the “Third Place” (Oldenburg, R., The great good place: Cafés, coffee shops, community centers, beauty parlors, general stores, bars, hangouts, and how they get you through the day. Paragon House Publishers/Da Capo, 1989) and its recent reformulation by scholars (Manlow, V., & Nobbs, K., An exploration of the form and funcion of ‘third space’ within the luxury fashion flagship store format. In I. Cantista (Ed.), Fashion spaces geographical, physical and virtual (pp. 77–97). Actual–Grupo Almedina, 2016.) to theorize a hybrid “fourth space,” one that creates added value through social media dissemination and strengthens the symbolic and affective heritage of the luxury and high-fashion brand.

Suggested Citation

  • Silvano Mendes, 2022. "The Fourth Space: Fashion Branding and Café-Restaurant Projects," Springer Books, in: Isabel Cantista & Damien Delille (ed.), Fashion Heritage, chapter 9, pages 215-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-06886-7_9
    DOI: 10.1007/978-3-031-06886-7_9
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