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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Detalhes bibliográficos
Autor: González-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12e
Tipo de documento: dissertação
Data de publicação:2024
País:España
Recursos:Universidad de Navarra
Repositório:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglês
OAI Identifier:oai:dadun.unav.edu:10171/69667
Acesso em linha:https://hdl.handle.net/10171/69667
Access Level:Acceso aberto
Palavra-chave:Hospitality ventures
Luxury fashion brands
Luxury brand extensions
Communication
Armani Hotels & Resorts
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spelling Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysisGonzález-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12eHospitality venturesLuxury fashion brandsLuxury brand extensionsCommunicationArmani Hotels & ResortsIn 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.Luque-Zequeira, N.A. (Natalia Andrea)Dadun. Depósito Académico Digital Universidad de Navarra20242024-07-1620242024-01-0120242024-01-0120242024-01-01master thesishttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesisapplication/pdfhttps://hdl.handle.net/10171/69667reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/696672026-06-21T12:47:57Z
dc.title.none.fl_str_mv Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
title Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
spellingShingle Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
González-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12e
Hospitality ventures
Luxury fashion brands
Luxury brand extensions
Communication
Armani Hotels & Resorts
title_short Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
title_full Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
title_fullStr Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
title_full_unstemmed Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
title_sort Armani Hotels & Resorts: Luxury fashion brand extensions in the hospitality service industry and its mediatic communication strategies: A content analysis
dc.creator.none.fl_str_mv González-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12e
author González-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12e
author_facet González-Páramo Álvarez, M. (María)|||/items/39ef1476-2f09-4854-a7a7-04f3fdf1c12e
author_role author
dc.contributor.none.fl_str_mv Luque-Zequeira, N.A. (Natalia Andrea)
Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Hospitality ventures
Luxury fashion brands
Luxury brand extensions
Communication
Armani Hotels & Resorts
topic Hospitality ventures
Luxury fashion brands
Luxury brand extensions
Communication
Armani Hotels & Resorts
description 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.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024-07-16
2024
2024-01-01
2024
2024-01-01
2024
2024-01-01
dc.type.none.fl_str_mv master thesis
http://purl.org/coar/resource_type/c_bdcc
dc.type.openaire.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/69667
url https://hdl.handle.net/10171/69667
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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