Heritage is a hot subject, but what does it means? Well, heritage is an important part or quality of something, it belongs to the culture of a society. It can be traditions, languages or even buildings.
These days' luxury brands are suffering with the issue of how they can combine their past and the future. For some brands, on the one hand, is the past too serious for this modern age, but on the other hand it also helps to have a reliable credibility to assure your customers.
But how can your brand stay youn while you have to keep a link with the history of the brand? Mr. Marzotto, who is a relative of the previous owners of Valentino, is now hired to resuscitate the house of Vionnet. He said that you always have to respect the codes but also to reinterpret them. So the desingers should never invent just things, but they have to know the brand history and be inspired by this history.
Jana Vastenavondt
http://www.nytimes.com/2010/11/09/fashion/09iht-rsuzy.html?_r=2&pagewanted=2&q=luxury&st=cse&scp=7
Jana, I found an interesting article to keep a luxury brand 'young'. Check it out on my latest blog : http://luxurybrands2.blogspot.com/2010/12/lol-humor-and-luxury.html
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