Dallabona, A (2015) Luxury fashion flagship hotels and cultural opportunism: The cases of Hotel Missoni Edinburgh and Maison Moschino. Hospitality and Society, 5 (2-3). pp. 117-143. ISSN 2042-7913
Abstract
This article gives an insight into the phenomenon of brand extension into the hospitality business by Italian luxury fashion labels and conceptualizes it in terms of luxury fashion flagship hotels. Examining the cases of Hotel Missoni Edinburgh and Maison Moschino this article investigates the different ways in which they refer to Italy and its culture. It is argued that within Hotel Missoni Edinburgh and Maison Moschino there are strategies of cultural opportunism at play that are aimed at deploying their Italianicity as a means to strengthen their association with their parent brands and increase their prestige, but also to augment their offerings, maximizing the brand extension potential of those labels. Through a semiotic analysis, it is contended that Hotel Missoni Edinburgh and Maison Moschino capitalize not only on parent brands Missoni and Moschino but also on the positive connotations associated with Italy and its lifestyle, so that they can convey meanings that concern a broader sociocultural context and that revolve around issues of national identity. The hotels portray versions of Italianicity based on different traits but both contribute to the creation of a myth of Italy that involves the commodification of the Italian national identity and promotes its symbolic consumption.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2015. This is an author produced version of a paper published in Hospitality and Society. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | luxury fashion flagship hotels, Italianicity, cultural opportunism, national identity, Italian luxury fashion labels, brand extension, semiotics |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Feb 2016 09:44 |
Last Modified: | 05 Nov 2016 22:48 |
Published Version: | http://dx.doi.org/10.1386/hosp.5.2-3.117_1 |
Status: | Published |
Publisher: | Intellect |
Identification Number: | 10.1386/hosp.5.2-3.117_1 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:94197 |