Gucci and Camp: using the past to talk about the present
DOI:
https://doi.org/10.11606/issn.2176-1507.v28i2p577-590Keywords:
consumption, fashion, communication, luxury, fieldAbstract
The field of fashion, a visible part of an individual's culture and identity, produces and disseminates values typical of its time and its consumers. When consuming, we think, choose and re-elaborate our social meaning. In this article, we will analyze the communication of the Gucci brand and how its union with the camp, based on memories of the past, become consistent with the current values of a society, through possession rituals: in which the consumer transfers meanings of goods for their lives.
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