Brand identity elements : a comparison of international and local luxury fashion brands

Abstract

This study aimed to identify the elements that constitute a luxury fashion brand and how they feature in the brand identity, brand image and brand personality of luxury fashion brands. Besides is there a standard set of elements that links the luxury sector across the globe? For the purpose of this study it was decided to focus on three long established international brands namely, Prada, Gucci and Dior together with the two, more recently established Maltese brands, Charles & Ron and Luke Azzopardi. A qualitative research for the purpose of the analysis was conducted through both desk and field research. The analysis concluded that there exists a standard set of elements in the brand identities, images and personalities across the board. Demographic constraints do not seem to affect the purpose and marketing strategies of these elements. Even though the local brands do not boast decades in their heritage they both found a way of using cultural heritage to make up for the shortage. Notwithstanding certain differences in their brand identities and values, the local brands do take a lot of inspiration from the international sector without compromising their exclusivity. Finally, this study proposes an interesting recommendation wherein a congested but beautiful architectural area could be transformed in a unique and prestigious luxury zone leading to the entrance of Malta’s capital - Valletta. This constitutes an added value to what was originally expected to emerge from the study.