Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
In recent years, luxury fashion players, including Armani, have converged into extensions in the luxury hospitality sector. This diversification strategy binds together the traditional goods centered around retail fashion luxury brands with the hospitality industry, by including brand DNA and image...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad de Navarra |
| Repositorio: | Dadun. Depósito Académico Digital de la Universidad de Navarra |
| Idioma: | inglés |
| OAI Identifier: | oai:dadun.unav.edu:10171/69667 |
| Acceso en línea: | https://hdl.handle.net/10171/69667 |
| Access Level: | acceso abierto |
| Palabra clave: | Hospitality ventures Luxury fashion brands Luxury brand extensions Communication Armani Hotels & Resorts |
| Sumario: | In recent years, luxury fashion players, including Armani, have converged into extensions in the luxury hospitality sector. This diversification strategy binds together the traditional goods centered around retail fashion luxury brands with the hospitality industry, by including brand DNA and image of its own fashion portfolio branched out to a luxury hospitality setting. The communication actions employed to market these ventures imply a strategic approach, as companies of such magnitude have to adjust depending on desired target, audience, brand positioning, image and accessibility. Armani Hotels & Resorts are a seminal case study commented amongst academics like Villena Alarcón, 2019 and Dallabona, 2019. Given its relevance, this research aims to analyze the communication strategies employed by Armani to market their Hotels and Resorts venues through a content analysis in order to obtain clues about their desired target reach providing a deep study of communication information disseminated through communication channels utilized to promote two ventures: Armani Hotel Dubai and Armani Hotel Milan. The examination of the communication strategies employed by luxury fashion players into the luxury hospitality industry is an often overlooked field of study, henceforth, this study will provide a structured framework to assess and analyze the implications of each communication outlet utilized. |
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