Consuming Canada: How fashion firms leverage the landscape to create and communicate brand identities, distinction and values

Brydges, T; Hracs, BJ

Consuming Canada: How fashion firms leverage the landscape to create and communicate brand identities, distinction and values

Brydges, T

Hracs, BJ

Permalink

Publisher:: PERGAMON-ELSEVIER SCIENCE LTD
Publication Type:: Journal Article
Citation:: Geoforum, 2018, 90, pp. 108-118
Issue Date:: 2018-03-01

Closed Access

	Filename	Description	Size
	1-s2.0-S0016718518300289-main.pdf	Published version	403.1 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Brydges, T https://orcid.org/0000-0002-8139-005X
dc.contributor.author	Hracs, BJ
dc.date.accessioned	2022-10-29T01:03:50Z
dc.date.available	2022-10-29T01:03:50Z
dc.date.issued	2018-03-01
dc.identifier.citation	Geoforum, 2018, 90, pp. 108-118
dc.identifier.issn	0016-7185
dc.identifier.issn	1872-9398
dc.identifier.uri	http://hdl.handle.net/10453/162853
dc.description.abstract	In the increasingly global and competitive fashion industry, firms are adopting a variety of strategies to generate value and brand loyalty. While some emphasise the quality of material elements such as inputs, local production and design, others focus on immaterial aspects such symbolic value and exclusivity. In recent years, place-branding has become an important way to create connections between people, places, and products. Yet, the processes behind this type of branding remain poorly understood. In particular, limited attention has been paid to the ways in which landscapes – in all their forms – are being incorporated into place-branding practices. Drawing on 87 interviews, participant observation and an innovative analysis of Instagram accounts, this paper examines how a range of Canadian fashion firms leverage the landscape to create and communicate brand identities, distinction and values. It demonstrates how firms of different sizes and scales construct, harness, or reimagine landscapes and/or popular stereotypes to connect with Canadian identities and consumers. It also highlights how landscape-centric branding can be combined with broader value creation strategies such as local production. In so doing, this paper brings together the economic geography literature on place branding and the cultural geography literature on landscape and identity, and makes a methodological contribution to nascent examinations of social media and visual data sources in geography.
dc.language	English
dc.publisher	PERGAMON-ELSEVIER SCIENCE LTD
dc.relation.ispartof	Geoforum
dc.relation.isbasedon	10.1016/j.geoforum.2018.01.022
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	16 Studies in Human Society
dc.subject.classification	Geography
dc.title	Consuming Canada: How fashion firms leverage the landscape to create and communicate brand identities, distinction and values
dc.type	Journal Article
utslib.citation.volume	90
utslib.for	16 Studies in Human Society
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (Research)
pubs.organisational-group	/University of Technology Sydney/DVC (Research)/Institute For Sustainable Futures
utslib.copyright.status	closed_access	*
dc.date.updated	2022-10-29T01:03:49Z
pubs.publication-status	Published
pubs.volume	90

Abstract:

In the increasingly global and competitive fashion industry, firms are adopting a variety of strategies to generate value and brand loyalty. While some emphasise the quality of material elements such as inputs, local production and design, others focus on immaterial aspects such symbolic value and exclusivity. In recent years, place-branding has become an important way to create connections between people, places, and products. Yet, the processes behind this type of branding remain poorly understood. In particular, limited attention has been paid to the ways in which landscapes – in all their forms – are being incorporated into place-branding practices. Drawing on 87 interviews, participant observation and an innovative analysis of Instagram accounts, this paper examines how a range of Canadian fashion firms leverage the landscape to create and communicate brand identities, distinction and values. It demonstrates how firms of different sizes and scales construct, harness, or reimagine landscapes and/or popular stereotypes to connect with Canadian identities and consumers. It also highlights how landscape-centric branding can be combined with broader value creation strategies such as local production. In so doing, this paper brings together the economic geography literature on place branding and the cultural geography literature on landscape and identity, and makes a methodological contribution to nascent examinations of social media and visual data sources in geography.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/162853