IDLab Seminar: Brand DNA of sleeping beauties in fashion: to change or not to change?

We invite you to attend the International Laboratory for the Economics of Intangible Assets (IDLab) scientific seminar on 11 April dedicated to analyzing brand revival strategies – the "sleeping beauties" of the fashion industry.

Abstract:

The paper examines how key characteristics of fashion brands’ heritage contribute to development of current marketing strategies with the focus on the Maison Schiaparelli brand. Brand revival is considered as a more reliable strategy in fashion industry, however what is the role of a brand DNA for its revitalization? By applying topic modelling, the study makes an attempt to identify how the characteristics of the brand are reflected in the current positioning and product line of the Maison Schiaparelli. Our findings indicate that despite substantial transformation, the brand DNA demonstrates a high value for the Maison Schiaparelli confirming the importance of retrobranding for the sleeping beauties brands.

Seminar language: English

When and where?

 April 11th, 2025 (Friday), online

 17:00 GMT+5 (Perm time) / 15:00 GMT+3 (Moscow time)

To attend the seminar, please complete the registration form: