The globalisation of luxury fashion: The case of Gucci
The globalisation of luxury fashion: The case of Gucci
This article offers the reader an encounter with crucial writings on the globalisation of luxury fashion. In so doing, it introduces an original conceptualisation of luxury fashion. The historical meaning of the globalisation of luxury fashion from Roman times up until the present period is examined. The globalisation of Gucci, the Italian luxury fashion brand specialising in leather goods, is then analysed. Through this case study the complexity of the globalisation of luxury fashion is revealed. The Italian luxury fashion brand has from its inception in 1921 drawn on and absorbed a range of cultures from across the globe. Globalisation of national luxury fashion brands is, therefore, far from unidirectional. Rather, such processes involve a multidirectional flow of luxury cultural influences. Indeed, it is concluded that luxury fashion itself is a globalising medium of luxury culture.
Globalisation, Gucci, Italian Luxury, Luxury Culture, Luxury Fashion
227-246
Armitage, John
19639b0b-0399-4dc6-9369-4d8c1ed77480
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Armitage, John
19639b0b-0399-4dc6-9369-4d8c1ed77480
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Armitage, John and Roberts, Joanne
(2021)
The globalisation of luxury fashion: The case of Gucci.
Luxury: History, Culture, Consumption, 6 (3), .
(doi:10.1080/20511817.2021.1897268).
Abstract
This article offers the reader an encounter with crucial writings on the globalisation of luxury fashion. In so doing, it introduces an original conceptualisation of luxury fashion. The historical meaning of the globalisation of luxury fashion from Roman times up until the present period is examined. The globalisation of Gucci, the Italian luxury fashion brand specialising in leather goods, is then analysed. Through this case study the complexity of the globalisation of luxury fashion is revealed. The Italian luxury fashion brand has from its inception in 1921 drawn on and absorbed a range of cultures from across the globe. Globalisation of national luxury fashion brands is, therefore, far from unidirectional. Rather, such processes involve a multidirectional flow of luxury cultural influences. Indeed, it is concluded that luxury fashion itself is a globalising medium of luxury culture.
Text
Final The Globalisation of Luxury Fashion 18_2_2021
- Accepted Manuscript
More information
Accepted/In Press date: 26 February 2021
e-pub ahead of print date: 19 March 2021
Keywords:
Globalisation, Gucci, Italian Luxury, Luxury Culture, Luxury Fashion
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Local EPrints ID: 447552
URI: http://eprints.soton.ac.uk/id/eprint/447552
PURE UUID: da83c676-7116-4520-97fc-99a3fd32c525
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Date deposited: 16 Mar 2021 17:30
Last modified: 17 Mar 2024 03:31
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