Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino

Dallabona, A., 2014. Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino. PhD, Nottingham Trent University.

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Abstract

The luxury fashion industry is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the hospitality business. This thesis gives an insight into this phenomenon that sees Italian luxury fashion labels expand their brands into hôtellerie by unpacking the relationship it holds with Italianicity. Examining the cases of two iconic Italian luxury fashion labels, Missoni and Moschino, and the hotels associated with their names, Hotel Missoni Edinburgh and Maison Moschino, this thesis investigates the different ways in which they refer to Italy and its culture. It is contended that within Hotel Missoni Edinburgh and Maison Moschino there are corporate strategies at play that are aimed at deploying their Italianicity as a means to increase their prestige and strengthen their association with the identity of their parent brands. Moreover, it is contended that the hotels employ strategies of cultural opportunism that see the deployment of characteristic traits associated with Italy and its culture as a way to augment their offerings, maximising the brand extension potential of those labels. However, while Missoni Hotel Edinburgh and Maison Moschino rely on traits of Italianicity for their identity, they also contribute to the construction of ideas of Italianicity.

Item Type: Thesis
Creators: Dallabona, A.
Date: 2014
Rights: This work is the intellectual property of the author. You may copy up to 5% of this work for private study, or personal, non-commercial research. Any re-use of the information contained within this document should be fully referenced, quoting the author, title, university, degree level and pagination. Queries or requests for any other use, or if a more substantial copy is required, should be directed to the owner of the Intellectual Property Rights.
Divisions: Schools > School of Art and Design
Depositing User: EPrints Services
Date Added: 09 Oct 2015 09:33
Last Modified: 09 Oct 2015 09:33
URI: http://irep.ntu.ac.uk/id/eprint/93

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