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Consuming Canada: how fashion firms leverage the landscape to create and communicate brand identities, distinction and values

Consuming Canada: how fashion firms leverage the landscape to create and communicate brand identities, distinction and values
Consuming Canada: how fashion firms leverage the landscape to create and communicate brand identities, distinction and values
In the increasingly global and competitive fashion industry, firms are adopting a variety of strategies to generate value and brand loyalty. While some emphasise the quality of material elements such as inputs, local production and design, others focus on immaterial aspects such symbolic value and exclusivity. In recent years, place- branding has become an important way to create connections between people, places, and products. Yet, the processes behind this type of branding remain poorly understood. In particular, limited attention has been paid to the ways in which landscapes – in all their forms – are being incorporated into place-branding practices. Drawing on 87 interviews, participant observation and an innovative analysis of Instagram accounts, this paper examines how a range of Canadian fashion firms leverage the landscape to create and communicate brand identities, distinction and values. It demonstrates how firms of different sizes and scales construct, harness, or reimagine landscapes and/or popular stereotypes to connect with Canadian identities and consumers. It also highlights how landscape-centric branding can be combined with broader value creation strategies such as local production. In so doing, this paper brings together the economic geography literature on place branding and the cultural geography literature on landscape and identity, and makes a methodological contribution to nascent examinations of social media and visual data sources in geography.
Fashion Place-branding Values Landscape Social media Canada
0016-7185
108-118
Brydges, Taylor
44d18c11-9870-43ca-b384-d2d713b38aa6
Hracs, Brian
ab1df99d-bb99-4770-9ea1-b9d654a284dc
Brydges, Taylor
44d18c11-9870-43ca-b384-d2d713b38aa6
Hracs, Brian
ab1df99d-bb99-4770-9ea1-b9d654a284dc

Brydges, Taylor and Hracs, Brian (2018) Consuming Canada: how fashion firms leverage the landscape to create and communicate brand identities, distinction and values. Geoforum, 90, 108-118. (doi:10.1016/j.geoforum.2018.01.022).

Record type: Article

Abstract

In the increasingly global and competitive fashion industry, firms are adopting a variety of strategies to generate value and brand loyalty. While some emphasise the quality of material elements such as inputs, local production and design, others focus on immaterial aspects such symbolic value and exclusivity. In recent years, place- branding has become an important way to create connections between people, places, and products. Yet, the processes behind this type of branding remain poorly understood. In particular, limited attention has been paid to the ways in which landscapes – in all their forms – are being incorporated into place-branding practices. Drawing on 87 interviews, participant observation and an innovative analysis of Instagram accounts, this paper examines how a range of Canadian fashion firms leverage the landscape to create and communicate brand identities, distinction and values. It demonstrates how firms of different sizes and scales construct, harness, or reimagine landscapes and/or popular stereotypes to connect with Canadian identities and consumers. It also highlights how landscape-centric branding can be combined with broader value creation strategies such as local production. In so doing, this paper brings together the economic geography literature on place branding and the cultural geography literature on landscape and identity, and makes a methodological contribution to nascent examinations of social media and visual data sources in geography.

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Brydges & Hracs (2018) Consuming Canada- How fashion firms leverage the landscape to create and communicate brand identities, distinction and values
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More information

Accepted/In Press date: 29 January 2018
e-pub ahead of print date: 12 February 2018
Keywords: Fashion Place-branding Values Landscape Social media Canada

Identifiers

Local EPrints ID: 417892
URI: https://eprints.soton.ac.uk/id/eprint/417892
ISSN: 0016-7185
PURE UUID: 10b9941f-010d-4c99-a67a-68bed2486564
ORCID for Brian Hracs: ORCID iD orcid.org/0000-0003-1001-6877

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Date deposited: 16 Feb 2018 17:30
Last modified: 14 Mar 2019 01:33

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