Luxury fashion and nostalgia : A study from a marketing perspective

Sammanfattning: Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. Basing our research on previous literature regarding both nostalgia and luxury fashion marketing individually, along with a theoretical framework including theory of semiotics, theory of representation, mythology and luxury branding, the aim was to establish whether or not the selected brands were successful in inducing nostalgic emotions in their viewers. This study offers insights into marketing perspectives, branding strategies and how to build brand equity through attachment and loyalty towards luxury fashion brands through the use of nostalgia. By analysing four luxury brands, three of which can be considered as heritage brands and the forth being newly-established on the market, and juxtaposing them against each other to compare their cultural, symbolic and nostalgic elements included in their advertising video campaigns and study their individual effectiveness. Throughout our research, it was indicated that the symbolic value within imagery must be enhanced, specifically in regards to luxury fashion brands, for consumers to have positive impressions of the brand and be willing to purchase from the brand. Therefore, luxury fashion brands continuously try to deliver dream-like scenarios in order to fulfil consumers’ desires and luxury experiences.