Analysis of the content and discussion of the findings

To comprehend the wider thematic structure of the different conceptual categories linked to heritage, for each selected brand, texts were codified and analysed for words and phrases alongside the highest-frequency words. This step identified the fundamental elements of the heritage and fragmented the text as a system of conceptual nodes. The nodes are a collection of references (i.e., words, phrases, paragraphs) about a specific topic. The detection of nodes brought out five main conceptual themes representing the corpus (Table 11.3): fascination, pioneerism, product features, longevity and roots.

Brand heritage as a fascinating world

The most important theme considering the total number of references is fascination. It includes all the categories directly referring to the canons which nurture the world of luxury in order to increase its aura of splendour and exert its charm on consumers. The identified nodes are “brand”, “world”, “design”, “icon” and “uniqueness”.

Table 11.3 Main conceptual themes

Source: Author’s elaboration.

With respect to the word “brand”, companies use it to explain the main features that enable them to be different from the competitors; this word is used to transfer the values to both loyal and potential customers:

Impeccably crafted, Pomellato pieces have led the brand to embody a modern yet unconventional beauty, immediately recognisable per the Maison’s signature style.

(Pomellato)

The brand is renowned for cutting-edge technologies and state-of-the-art materials, including silicium.

(Ulysse Nardin)

The brand is one of the most recognizable names in footwear; its award-winning shoes are worn by stylish women around the globe and by celebrities both on and off the red carpet.

(Stuart Weitzman)

The high frequency of “world” means that each company highlights the idea of creating a true world with its products and expertise:

the House welcomes its clients into a world that reflects its founding values and that is sold exclusively in Louis Vuitton boutiques.

• (Louis Vuitton) all of which are elements that seamlessly translate in the world of Borrega Veneta.
• (Bottega Veneta)

The world of TAG Heuer is intimately linked to motor racing and the division of time into infinitely small units, but its aura extends well beyond this arena.

(Tag Heuer)

However, “world” is also used to emphasise the aspect of having a global presence and a leading position all over the world:

Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses.

(Gucci)

All over the world, the House welcomes its clients into a world that reflects its founding values and that is sold exclusively in Louis Vuitton boutiques.

(Louis Vuitton)

Reflecting a distinctive American perspective, we have been an innovator in aspirational lifestyle branding and believe that, under the direction of internationally renowned designer Ralph Lauren, we have had a considerable influence on the way people dress and the way that fashion is advertised and celebrated throughout the world.

(Ralph Lauren)

With reference to the word “design”, it is used to refer to the role of the designer who gives a remarkable signature to the brand and the products, making them inimitable and aesthetically unique:

Emilio Pucci designs are instantly recognizable and embody a playful femininity that breaks with convention and looks at fashion in a new light.

(Emilio Pucci)

Miu Miu is a workshop of new design expressions that play with the kaleidoscopic nature of fashion, where experimentation is the expressive playground for spontaneous creativity.

(Miu Miu)

“Design” also refers to the functional characteristics of the products:

Distinctive soles and comfortable design embody the essence of Car Shoe, while quality materials, shape and precision of artisanal technique are the added value.

(Car Shoe)

Founded in 1967, Maison Pomellato has come to represent masterful Italian craftsmanship, profound goldsmith savoir-faire, and jubilantly distinctive designs.

(Pomellato)

Finally, “icon” and “uniqueness” are also used by luxury companies to create the myth surrounding the brand. In the difficult search for a balance between rarity and accessibility, luxury companies need to incessantly fuel the perception of uniqueness that distinguishes their products and makes them real icons. In particular, an “icon” is a representative symbol and can be constituted by either a product or a collection or the brand itself can be perceived as iconic. This is something related also to the mythical part of luxury goods and the aura built around them:

Founded by Spanish-born Cristobal Balenciaga in 1917 and established in Paris in 1937, the iconic French fashion house defined the concept of modernity and elegance through the mastery of techniques and the use of innovative fabrics.

(Balenciaga)

Launched in 2003 as a premium service for the Selleria collection, a line made entirely by hand, the Fendi made-to-order service is now available for a selection of leather goods such as the iconic Baguette and Peekaboo bags.

(Fendi)

Its iconic collections, such as the Reverse which was born of the Art Déco movement in 1931, the Master, with classic and refined masculine lines, or even the Atmos, the pendulum, watch with almost perpetual movement, form the foundation for the Manufacturer's pride and the satisfaction of their loyal clients.

(Jaeger Le Coultre)