CORPORATE BRANDING IN LUXURY FASHION

Abstract

This case study presents a comparison of the branding strategies of Chanel and Giorgio Armani in the luxury fashion market. Branding has a great relevance for luxury fashion brands, as it can help them achieve various benefits that can help any brand expand and last in time. The main objective of the study is to analyse and determine which brand maintains a more consistent image, this will be done by a qualitative approach to the visual elements of the brands Chanel and Giorgio Armani. The final part of the study explains why the brand Chanel has a better branding strategy than Giorgio Armani, among other factors, because of its consistency and adequate use of its visual branding elements.