Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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This is the age of network extinction. Small is trivial. Notorious vagueness and non-commitment on the side of slackerish members killed the once cute, postmodern construct of networks. Platforms did the rest. Decentralization may be the flavour of the day, but no one is talking about networks anymore as a solution for the social media mess. Where have all the networks gone?(This essay was written in August 2019 for the INC/Transmediale co-publication The Eternal Network: The Ends and Becomings of Network Culture that came out on January 28, 2020 at the opening of the Berlin Transmediale festival. You can read and download the publication here. The essay was slightly shortened; below you will find the original text).
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Culture and tourism have a symbiotic relationship that has the potential to make places more attractive and competitive. This review of the OECD report on The Impact of Culture on Tourism analyzes the ways in which culture and tourism can act as drivers of attractiveness, paying particular attention to the role of potential policy interventions to strengthen this process, including the development of partnerships, funding issues, product development, and marketing. A number of key future issues are identified, and evolving debates in the relationship between culture and tourism are outlined.
