Onkraj trendov: komuniciranje identitet luksuznih blagovnih znamk na primeru modne blagovne znamke Ganni : diplomsko delo

Stanković, Neža (author), Pušnik, Maruša (mentor)

V zadnjih letih smo lahko opazili večjo dostopnost izdelkov in porast potrošnje v luksuzni modni industriji. V svojem diplomskem delu sem raziskovala vlogo medijske komunikacije pri reprezentaciji luksuzne blagovne znamke Ganni. Cilj diplomskega dela je ugotoviti, kakšne komunikacijske strategije znamka uporablja za prezentacijo svoje identitete in kako se to odraža v prepoznavnosti znamke. S pomočjo kvalitativne in interpretativne metode analize diskurza sem raziskovala, kako prezentacija blagovne znamke Ganni v medijih prispeva k prepoznavi njene identitete in kako je le-ta reprezentirana na družbenem omrežju TikTok. Za analizo sem izbrala dve kampanji iz let 2022 in 2023 ter dva TikTok posnetka, objavljena na profilu znamke v letu 2023. Glavna ugotovitev diplomskega dela je, da znamka skozi vizualne vsebine neposredno sporoča svojo identiteto in deluje celostna. Prav tako pa, da pri luksuzni modni potrošnji sodelovanje v izkušnji ustvari občutek luksuza in ekskluzivnosti, še posebej, če je ta izkušnja personalizirana.

• Language: Slovenian
• Keywords: luksuz, moda, luksuzna blagovna znamka, komunikacijska strategija, TikTok
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: N. Stanković
• Year: 2023
• Number of pages: 51 str.
• PID: 20.500.12556/RUL-153089
• UDC: 07:658.626(043.2)
• COBISS.SI-ID: 177985795
• Publication date in RUL: 16.12.2023

Secondary language

• Language: English
• Title: Beyond trends: communication of luxury brand identities on the example of the fashion brand Ganni

Abstract

In recent years, we have seen greater availability of products and an increase in consumption in the luxury fashion industry. I investigated the role of media communication in the representation of the luxury brand Ganni. The assignment aims to find out what communication strategies the brand uses to present its identity and how this is reflected in brand recognition. Using a qualitative and interpretative discourse analysis method, I investigated how the presentation of the Ganni brand in the media contributes to the recognition of its identity and how it is represented on the TikTok social network. For the analysis, I selected two campaigns from 2022 and 2023 and two TikTok videos published on the brand’s profile in 2023. The main conclusion of the thesis is that the brand directly communicates its identity through visual content and acts as a whole. I have also found that in luxury fashion consumption, participation in the experience creates a feeling of opulence and exclusivity, especially if the experience is personalized.

• Keywords: luxury, fashion, luxury fashion brand, communication strategy, TikTok