Heritage AUTHENTICITY
Trends book Research project Paola Andrea Elli L6 fashion marketing and communication MIED612BAFM001 Macro trends CWK 3 Aleix Perdigรณ
INDEX INTRODUCTION PAGE 4 BACKGROUND CONTEXT SOCIAL ANALYSIS SEMIOTICS PURPOSE PAGE 9 HYPOTHESIS ANALYSIS PAGE 10 CASE OF STUDY 1 CASE OF STUDY 2 CASE OF STUDY 3 CASE OF STUDY 4 CASE OF STUDY 5 CASE OF STUDY 6 CASE OF STUDY 7 CASE OF STUDY 8 CASE OF STUDY 9 CASE OF STUDY 10 LITERATURE REVIEW&METHODS PAGE 22 RESEARCH CONCLUSION PAGE 23 CURRENT FUTURE REFERENCES PAGE 26
INTRODUCTION
1.1 Background of your selected macro trend According to Abby Graves (FleishmanHillard, 2017), 2014 has been the year of changes for brands. In fact, the social environment has started to change as a consequence of the rise of the digitalisation. Technological devices and smarter way of virtual interact create more ephemeral and superficial relationships between users of social media. In contrast with the tendency of people to create bounds inside online communities where it is possible to share interests, goals and needs, consumers starting to chase “realness� and solid values coming from legitimate backgrounds. In 2015 brands actually started in investing towards a different direction because people were not just admiring authenticity, they required it as a mandatory characteristic. Therefore, many and many labels decided to benefit from the use of technologies and social media to fit into the new natural and original way of being. In 2016 authenticity was driven by the new features introduced by the main social networks such as Instagram, Snapchat and Facebook which introduced the live streaming possibility for users. Live streaming took authenticity to a whole new level. It opened up to the possibility of building personal and individual trust towards the spontaneous and charmingly messy content deliver, it makes the viewer feel as the brand is a real person which is directly communicating to them as if it was a friend. (FleishmanHillard, 2017)
1.2 Outline of the selected macro-trend and its context In the wide context of authenticity it is possible to underline many sub-trends, one of them is the use of heritage authenticity in order to build a better image of the brand. The heritage authenticity trend bases its root on the concept of “mythopoesis”. The word refers to the creation of an emblematic symbol rich in narrative and adorned by allegorical values which prevail in the creation of an opinion and the generation of personal impressions (Sherry, 2005; LaTour, 2010). “Mythopoesis” is not limited to the representation of the past, on the contrary it interprets the myth and merge it in the present context. The concept of heritage is itself a mythological aspect that can be used in order to tight the glorious past with the compelling present in order to affect a brilliant future. Nowadays, heritage, tradition and historical roots are the beliefs that defines identities and belonging to a territory or social group (Marani and Pavoni, 2006; Balmer, 2011; Hudson, 2011). In a consumers good’s contest, “mythopoesis” helps brand in building authentic stories that always create economic values. “Mythoposesis” affects the brands’ identities by using narrative in order to provide their stories with deep sense of meaning and provide them with feeling and emotions. Doing so, brands can relate to a human individual enhancing values which generates personal preferences and opinions. Such favouritism drive to economic values for the labels which are exploiting the heritage authenticity trend. (The Role of Heritage and Authenticity in the Value Creation of Fashion Brand, 2016). Analysing the heritage authenticity trend in the luxury fashion context it is possible to see how many labels in the sector are deploying the concept of “mythopoesis” to generate mythical and historical roots for the creation of their brands’ identity. Nowadays fashion houses, especially the one operating in the high-street market, stress symbolic aspects such as identity, tradition, values and meanings in order to emotionally connect with the audience based on the concept of authenticity and “realness”. In addition, according to the book The Luxury Strategy (Kapferer and Bastien, 2009) there can be no luxury brand without roots, because history provide the brand with a non-commercial value. Historical happenings create the aura of the brand and their are the source of brand’s social idealisation. If the brand does not have a real background it must be invented because a real historical grounding is key to transform the relationship with the products and with the clients. In fact, past gives timelessness to its items and the reputability to be more audacious, innovative and daring in present time because of the respectable and wise knowledges behind the creation of the label. Heritage means continuity and consistency in all the brand’s aspects.
1.3 Analysis of the social causes that generate the macro trend
“The extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves”
The perception of brand’s authenticity has four key components • Continuity (brand being faithful to itself), • Credibility (true to its consumers), • Integrity (motivated by caring and responsibility) • Symbolism (support consumers in being true to themselves) These four dimensions capture the key idea that authenticity is far more than a simple ‘objective’ attribute; authenticity has psychological, subjective and symbolic value too – authentic brands are true to us personally, stand for what we stand for, and help us be true to ourselves. In order to understand how consumers rate the authenticity of brands, it has been created the Perceived Brand Authenticity Scale (PBA) scale for which consumers rate on a scale from 7 = Strongly Agree, 1 = Strongly Disagree, the following: CONTINUITY 1. A brand with a history 2. A timeless brand 3. A brand that survives time 4. A brand that survives trends CREDIBILITY 5. A brand that will not betray you 6. A brand that accomplishes its value promise 7. An honest brand INTEGRITY 8. A brand that gives back to its consumers 9. A brand with moral principles 10. A brand true to a set of moral values 11. A brand that cares about its consumers
SYMBOLISM 12. A brand that adds meaning to people’s lives 13. A brand that reflects important values people care about 14. A brand that connects people with their real selves 15. A brand that connects people with what is really important (Digital Intelligence Today, 2017) Taking again into consideration the relation between luxury brands and heritage, many labels are embracing this trend because in currently in consumers’ mind luxury embodies time. The modern lifestyle model is fast and exhausting. People start the day early in the morning and finish it tired in their bed after a day crowded with duties and appointments. Time is a luxury in the contemporary society and high-street brands are the essence of luxury because they have time to carefully build their items that express superior values. In the luxury market, time celebrates hedonism. Brands build museums about their heritage as hymn to their roots and mythical founder who are respected and renowned icons in the labels’ world. Fashion houses create itinerant global exhibition to transmit their background’s stories and recall historical splendours. Last, nowadays many brands are launching republications of old models because with the time those items have conquered uniqueness, mythology and values which mixed with modernity create a timeless product. (Kapferer and Bastien, 2009)
1.4 Semiotics The insights related to the semiotic aspect of the heritage authenticity macro-trend are analysed more in deep in each particular case of study. However it is possible to underline certain common characteristics. Taking in to consideration brands which create advertising campaigns and/or products applying the macro-trend, it is possible to see how the corporate colours, typography and tone are consistently represented. In fact, for the nature of the macro-trend it is mandatory that all the new activities developed by the label have to connect with the past, therefore many brands uses old pictured, precise typography and special packaging to give the peculiar vintage lookand-feel. Nevertheless, they never fall in the banality and frivolity because the outcome is always stunningly elegant and perfectly in line with the brand’s codes and aesthetic. Recently, in order connect with the historical myth, many fashion houses are adopting a role model as hero or heroine which overtake challenges improving himself and the people in his/her surroundings, consequently achieving success.
2. PURPOSE 2.1 Hypothesis In the luxury segment of the fashion industry the most successful brands are always provided with a strong backgrounds and deep belonging to the past. People are becoming obsessed by the “realness� trend and they abjured the mass production because of the fake design and the industrial impersonality.
3. ANALYSIS
Case of study 1 Chanel
Since 2012 the historical fashion house released 14 short films dedicated to Coco Chanel and the houses’s heritage. The activity is a celebration of the 14 iconic symbols which made Chanel recognisable around the globe and which are key to the authentic roots of the brand because they served as inspiration and creativity drivers. The label created a website entirely dedicated to the series Inside Chanel in order to provide its customers as well as its admirers with the opportunity of freely discover the world of Chanel. The products of Chanel are not just fashion items they are embodied with the legendary glamour of the French house, they are surrounded by storytelling and they are the result of deep knowledge and authentic skills which narration create magic and illusion around each garment, brooch, necklace, bag or hat. The French house also released a collaboration with fast fashion H&M (see the first picture below). Karl Lagerfeld designed a collection destined to mass market. It was consistently different from the proper Chanel’s collection but still consumers believe it remains a Chanel product. Only a brand which such strong roots in the industry can do a similar collaboration without being affected in its luxurious image. Gianfranco Ferrè did a collection entitled Chanel exploring what the young brand’s owner did during the iconic 1920 and 1930. From the picture below it is possible to see how the Italian designer recalled the monochromatic conflict between black and white and the structured shapes of the orginal Chanel’s design. This is an unquestionable sign of the popularity and high reputation of the french brand in the fashion environment.
Case of study 2 Burberry
The British brand is always be a proud promoter of its English heritage nut, this year in order to celebrate 160 years of business it released on Christmas a special short film celebrating the life of its founder Thomas Burberry entitled The tale of Thomas Burberry. The three-minutes trailer sees Domhnall Gleeson starring as Burberry together with Siens Miller, Lily James and Dominc West who all play fictional characters. The campaign portrait the Burberry’s founder as a hidden hero, the pioneer, inventor, innovator behind the iconic trench coat used by important historical figures. The short movie due its success to the quality of the visual content and the beautiful plot, it has the ability of immerse the viewer in the 1930’s London and participate in the extraordinary creation of a fashion icon such is the Burberry’s trench. Nevertheless, the English fashion house has being able to link modernity with heritage, without falling in the banality of a fake trailer. It has developed a community provided with chatbots and interactive actions in order to make the consumers part of the world of Thomas Burberry.
Case of study 3 Ralph Lauren
The brand’s flagship store is adorned by black-and-white photos representing the lifestyle of the 1950s, symbol of the Ralph Lauren empire. All the elements are highly typified: the cars, the people, the houses and the pastimes such as polo created the mythological background of the brand as strictly linked to the white anglo-saxon protestant wealthy world. Ralph Lauren also play at being the modern reinterpretation of the iconic “The Great Gatsby”. All the stores are designed following the style in order to recreate the home’s style of the English aristocracy. This action awakes the imagination of visitors which are transported back in the pat to experience the exclusive and luxurious lifestyle.
Case of study 4 Cartier
The brand in 2017 the brand celebrates its 170th anniversary and every piece of jewellery or watch that they produce embodies a touch of history. The first Panthère jewel dates back to 1949. It was inspired by the trend that widely invade the Parisian fashion environment in 1930. All started when Sarah Bernhardt, the famous movie and theatre actress named “La voix d’or” (the golden voice), welcomed her visitors holding a panther on a leash. Then, the Trinity ring was inspired by Jean Cocteau in 1924 and it regularly reinvented. The Love bracelet creation dates back to 1969. In addition, Cartier has the fame of being the first jewellery house to create a watch with leather wrist strap. It was the gift for the aviation pioneer Santos Dumont in 1904. Last, the watch called Tank is 90 years old and it is an image to the Allied tanks during the First World War.
Case of study 5 Persol
The brand work with the past but adapts it to modern point of view. Persol is very keen in following the traditions. Meanwhile the brand wants to be known as modern and efficient. Therefore, it uses vintage design in order to obtain frames which recall the antique and so appreciated lines but using technologically advanced materials and production procedures that confer to the products a superior value in terms of quality as well as uniqueness. Persol is able to create emotional connections with its target by benefits from its Italian roots and the outstanding artisans’ knowledge of how to handle precious materials to craft high quality and long lasting items such as its glasses. Persol was born in Turin and it is the oldest Italian sunglasses company which is still running. The trademark “Persol” recalls the words “per il sole” which underline the backgrounds and the protective functions of the brand’s products. In fact, the spectacles were born to protect sporty people from the damages caused by speed and the danger of the sunshine reflection in the eyes while driving the fastest car in the circuit for example. Nowadays Persol is still the most technologically advanced brand. Nevertheless, it’s success among the target dues to the combination of these innovations together with the peculiar, elegant and refined design which attires and pleases people involved in fashion and the creative industry. For this reason, since 1961 Persol is the preferred brand of cinema stars, screen writers and directors, celebrities as much as artists in different fields from guitar handcraft to graffiti painters. To celebrate their success which is linked to those people, they decided to create a communication platform entitled “A Work of Persol”, which aim is also to state the connection with the creative industry and their wish to convey artistic expression. Once the brand conquers the consumers, it is able to engage them through the content provided and the lifestyle that the company expresses.
Case of study 6 Dom Pérignon
The champagne brand was recently invented in the 1950s but thanks to its name has been able to create a true, mythical history which enriches the label’s value. The legend narrated that Pierre Pérignon back in 1665 invited an effervescent straw wine by error and it become the wine of the Versailles’ court. In addition, the alcoholic beverage had the power of make women more beautiful and as additional charming detail the champagne glasses take their shape from Madame de Pompadour’s breast. The brand on its website has a section which is entirely dedicated to the “vintage” champagne. It is the reinterpretation of the ancient wine made by the best grapes of one year and created with the same historical artisan process in order to recreate the fully harmonised taste.
Case of study 7 Coca-Cola
In the last year, on the wave of the heritage authenticity trend combined with a bit of nostalgia for the good old days, the company has reintroduced the original glass bottles Europe. If five years ago ordering a Coke in a bar or restaurant meant a can or a plastic bottle, today every cafe, canteen or eatery will serve you the drink in its peculiar shape glass bottle. The unique shape was the result of an careful design meant to protect the brand Coca-Cola from the several competitors and imitation present on the market when the drink was first launched reaching an enormous success. Coca-Cola already had a distinctive logo but in order, to reinforce the protection of their business the organisation decided to develop a “distinctive package”. The creative brief affirmed: “the bottle muse be so distinctive that you would recognise if by feel in the dark or lying broken on the ground”. The inspiration came from the coco bean that had elongated shape and distinct ribs. In 1961 the CocaCola bottle was recognised as trademark, the company reached the aim of “building Coca-Cola forever”. It is stunning how the bottle’s shape permeated culture over the years, surviving ti trends and makes changes. The first attempt in linking fashion to the bottle’s shape was made in 1025 by the French Magazine La Monde. It described the glass container as a “contour” so similar to the “hobbleskrit”, a nickname which defines that kind of fashion outfit so popular in the 1910 where the skirts were so tight to wearer’s knees to “hobbled” her. The bottle was also compared to Mae West’s famous curvaceous figure. The general public simply appreciated for the originality and the shape instantly become “the Coke bottle” shape and that make the drink eternal. In addition, the glass container was the first mass consumption good to be used and to inspire art. Salvador Dali in 1943 included it his work American Poetry and Andy Warhol in 1962, make it massive with the printed serigraphy entitled The Grocery Store. The success of Coca-Cola is strictly bound to its tradition. Even if today’s consumers may not know its history, the Coke was the symbol of democracy and equality: rich consumers and poor consumers got exactly the same delicious Coke. From the president, to Liz Taylor, to any people on the earth nowadays can taste Coca-Cola in its historical form.
Case of Study 8 Starbucks
The most famous coffee company opened in 1971. As stated by their website, since the first store in Seattle’s historic Pike Place they have been keen on “share great code with our friends and help make the world a little better. In line with the heritage authenticity brand, Starbucks’ most famous blend is the Pike Place® Roast which takes the name from the first company’s cafe. Also the peculiar retail format, aimed to get together and calm enjoy a coffee or a cup of tea, dates back to that first store which signed the start of Starbucks as a totally new coffee company. With a name inspired by Moby Dick, in fact, they underlines its capability to “evoke the romance of high sea and the seafaring tradition of the early coffee trades”, the organisation decided not only to celebrate coffee and the rich tradition of the beverage but also be a place where to interlace connection as was happening in the cafeterias at the ports when sailors came back from the open sea. Even though Starbucks own 18.000 stores in 62 countries, the employees of each cafe are still asking the customers their name in order to be more personal and perpetuate their tradition of create affinity and closeness. It is not unusual to see people coming to Starbucks just to chat, meet up or work in fact, it has always been one of their core values to be a place where people can rest and take a break. Also the music is selected accordingly, they prefer to transmit artistry, appealing and casual artists or bands. Today they are still the neighbourhood gathering place, with the difference that Starbucks in foreign country is a sort of “home far from home” for tourists and not natives, because they can always find a cup a coffee, a welcoming atmosphere and above all free-wifi.
Case of Study 9 Past present project
Christian Carollo is the creator of the project started in October 2012 and that inspired the viral and wide trans of pictures showing old polaroids or shots perfectly aligned to the same place in the present. Carollo started with the wish of retrace the voyage that his grandfather did in the Oregon Coast so as to reminisce and honour the memory of his ancestor. The idea of overlapping the old photos with the present came out when Carollo wondered about how to reproduce in a faithful way the grandfather’s adventure of 30 years before. Quickly the idea became viral and people started to create photographs which declare the authenticity of the past’s happenings and stories. It is interesting to notice that Jason Powell, which established the group “Looking into the Past” on Flickr which collect all the flash-back pictures, affirm “this is all about nostalgia and time travel”. This sentence underlines how the heritage authenticity trend in an industry which is more connected to people’s emotions and inspirations can be strictly related to the wider macro-trend nostalgia and how in certain cases they are easy to confuse and merge.
Case of Study 10 Breaking Amish
The community called Amish are a popular group of people who lived in Lancaster Country, Pennsylvania since 1960. It has been a recent trend with significant implications for its natural, cultural heritage and their lifestyle. For example there are websites promoting “visits in person” to the Amish community in Lancaster with organised activities in order to allow tourist to get closer to their authentic lifestyle. In addition, have been developed several TV series which explore the Amish’s culture and way of living. One of them is “Breaking Amish” developed by TLC television. First of all, it is important to underline that the Amish trace their heritage hundreds of years ago and yet they are still living and working as their forefathers did. For them, the faith in God is mandatory and the first priority, followed by the family. They believe in the literal interpretation and application of the Scriptures and the Word of God, this is the reason why they separate themselves from the modernity of world because it can lead them in temptation and consequently bring destruction in their communities and lives. The more traditional group of the Lancaster country, is called “old order”. They forbid electricity or phones in their homes and restricting the contact with all the communication’s media, such as television, radio, newspapers or telephones they avoid to be influenced and contained by the modern world. The originality and authenticity of this lifestyle deprived of all the modern luxuries raise the interest and the curiosity of many who wonder how these people can survive in such primitive and rudimentary environment. But, being separated for the rest of the society actually strengths their will and unity. Coming from the outside and civilised world the way of dressing is on the most absurd and incomprehensible aspect of the communities, for the Amish clothing is not a costume but it is an expression of their faith and they believe it encourages humility and separation from the world. Therefore, their clothes are an essential characteristic of their heritage and the best way of represent the historic roots and values in the present environment.
Breaking Amish is a reality show which was made to broadly reveal the strict traditions of the Amish religion and lifestyle. It started in 2012 and during the five seasons, the cameras followed three young man and two girls leaving the community to explore the world outside their strict rules. The show aimed to provide an never-seen-before look inside the Amish community and its balance of sternest and innocent serenity, and later to report the reaction of the five members when they take a taxi for the first time to break out from their childhood’s tradition to pursue their dreams in the heart of modernity which is New York. Breaking Amish also reveals how the parents, family members and friends of the protagonist have to horribly shun them because they are refusing to be part of the community and follow the tradition dogmas. The conclusion of the reality show portraits the struggle of the character when it comes to decide if completely leave their home and original lifestyle for the new modern life and reject their previous world. However this case of study is interesting because even though the Amish community itself is the perfect representation of heritage authenticity, the series Breaking Amish is appointed for presenting inconsistency and incongruence. In fact, some of the protagonists who claim to grow up in the strictly community where investigated and their past show evidence of dark criminal records and violence history, therefore what the “reality” show presented was not the total and authentic reality.
4. LITERATURE REVIEW&METHODS In order to develop the project have been mainly used academical theories and the didactic materials provided. Precisely, the focus of the research has been the analysis of the brith and the historical evolution of the heritage authenticity macro-trend which nowadays represent an interest influence both in fashion and other sectors. In fact, through the careful investigation of the ten cases of study it has been possible to point out the clear visual references in all of them even thought some may cause misleading conclusions. For this part of the project, the visual content has been crucial for the examination and some knowledge of semiotic were mandatory to draw consistent results. The data have been primarily collected on the Internet and they are secondary sources provided by trusted web based publications, articles and reports. For the nature of the project, the data analysed and needed can be categorised as qualitative data. In fact, the consideration about a subject such as the influence of a macro-trend must be explained starting from the reasons behind its success and wide application. This is the reason why the cases of study were the main focus in the research.
5. RESEARCH CONCLUSIONS
5.1 Current state and shape of the macro trend
5.2 The macro trend in the future
Currently the heritage authenticity macro trends is being used by several fashion brand. Taking into consideration the cases of study analysed, they are all using the trend to develop campaigns and/or products which are able to establish emotional connections with the consumers and to provide a deeper perception of their values in order to be a solid point of reference of authentic quality and luxury. In reference to other industries heritage authenticity is widely applied to enhance the brand’s humanity and historical success. Nevertheless, as it has been pointed out in the case of study n.9 and n.10, heritage authenticity can be misleading and conduct to other influence such nostalgia or transparency and pure authenticity meaning respecting the true.
Considering what has been analysed, the heritage authenticity macro-trend is not one of the newest trend in the fashion industry, in fact many luxury brands has always underlined their connection with strong and trustful background. None the less, it is clear that it has wide possibilities of application and further evolution. One of the most interesting evolvement may be the connection between the heritage of the brand and the contemporary reinterpretation of its historical values and key symbols.
Print Kapferer, J. and Bastien, V. (2009). The luxury strategy. 1st ed. London: Kogan Page. Online Adnkronos. (2017). Burberry compie 160 anni, in un film la storia del brand /Video. [online] Available at: http://www.adnkronos.com/magazine/moda/2016/11/03/burberry-compie-anni-film-storia-del-brand-video_oNXjjkxlCSv7f9aJOe4QRN.html [Accessed 15 Jan. 2017]. Anon, (2017). [online] Available at: https://www.researchgate.net/publication/223343346_Heritage_issues_ in_urban_tourism_An_assessment_of_new_trends_in_Lancaster_County [Accessed 27 Jan. 2017]. Cartier.com. (2017). Santos-Dumont. [online] Available at: http://www.cartier.com/en-us/collections/watches/mens-watches/santos-de-cartier/santos-dumont.html [Accessed 15 Jan. 2017]. Chanel, A. (2017). Il content marketing dei brand di lusso. [online] Ninja Marketing, il punto di riferimento nell’innovazione nel marketing e nella comunicazione. Available at: http://www.ninjamarketing. it/2015/03/09/content-marketing-brand-lusso-esempio-chanel/ [Accessed 25 Jan. 2017]. Countryfarm Lifestyles. (2017). The Amish Way of Life and Culture - Everything youWanted to Know!. [online] Available at: http://www.countryfarm-lifestyles.com/amish.html#.WIsK9bGZPEY [Accessed 27 Jan. 2017]. Digital Intelligence Today. (2017). ‘Brand Authenticity’ Definition and Measurement Scale [Study]. [online] Available at: http://digitalintelligencetoday.com/new-brand-authenticity-scale-released-how-authentic-areyou/ [Accessed 15 Jan. 2017]. Edition.cnn.com. (2017). Connecting the past to present tougher than it looks - CNN.com. [online] Available at: http://edition.cnn.com/2010/LIVING/04/09/past.present.irpt/ [Accessed 27 Jan. 2017]. English, V. (2017). The ‘Inside Chanel’ Saga. [online] Vogue English. Available at: http://en.vogue.fr/fashion-videos/fashion-story/playlist/inside-chanel-the-life-and-history-of-coco-chanel-in-video/712#le-camelia-inside-chanel [Accessed 25 Jan. 2017]. FleishmanHillard. (2017). 2015: The Year of Authenticity - FleishmanHillard. [online] Available at: http:// fleishmanhillard.com/2015/02/digital-social/2015-year-authenticity/ [Accessed 15 Jan. 2017]. FleishmanHillard. (2017). What are the New Nuances of Authenticity? Spontaneity, Community, and Subtlety in Digital Content - FleishmanHillard. [online] Available at: http://fleishmanhillard.com/2016/05/digital-social/what-are-the-new-nuances-of-authenticity-spontaneity-community-and-subtlety-in-digital-content/ [Accessed 15 Jan. 2017]. Il Post. (2017). La storia di Dom Pérignon, quello dello champagne - Il Post. [online] Available at: http:// www.ilpost.it/2015/09/24/dom-perignon-champagne/ [Accessed 15 Jan. 2017]. Minuti, (2017). The tale of Thomas Burberry: 160 anni di storia in 3 minuti. [online] Ninja Marketing, il punto di riferimento nell’innovazione nel marketing e nella comunicazione. Available at: http://www.ninjamarketing.it/2016/11/10/the-tale-of-thomas-burberry/ [Accessed 25 Jan. 2017]. Pastpresentproject.com. (2017). Past Present Project. [online] Available at: http://pastpresentproject.com [Accessed 27 Jan. 2017].
PĂŠrignon, D. (2017). Market International English. [online] Market International English. Available at: https://www.domperignon.com/es-es/ [Accessed 15 Jan. 2017]. Persol.com. (2017). History Persol Official Site - USA. [online] Available at: http://www.persol.com/usa/history [Accessed 27 Jan. 2017]. Ramadan, L. and Alone, R. (2017). The History Behind the Coca-Cola Bottle. [online] The Coca-Cola Company. Available at: http://www.coca-colacompany.com/stories/the-story-of-the-coca-cola-bottle [Accessed 25 Jan. 2017]. Starbucks Coffee Company. (2017). Our Brands. [online] Available at: https://www.starbucks.com/careers/ brands [Accessed 27 Jan. 2017]. Store.starbucks.com. (2017). Starbucks Coffee, Tea, Drinkware | StarbucksÂŽ Store. [online] Available at: http:// store.starbucks.com/coffee/?utm_source=sbuxcom&utm_medium=coffeemega&utm_campaign=our+coffees&utm_content=evergreen&cm_mmc=sbuxcom-_-coffeemega-_-our+coffees-_-evergreen [Accessed 27 Jan. 2017]. The Role of Heritage and Authenticity in the Value Creation of Fashion Brand. (2016). 1st ed. [ebook] Canadian Center of Science and Education. Available at: http://www.ccsenet.org/journal/index.php/ibr/article/ view/59097/32461 [Accessed 15 Jan. 2017]. TrendHunter.com. (2017). 49 Examples of Heritage Brand Marketing. [online] Available at: http://www. trendhunter.com/slideshow/heritage-brand-marketing [Accessed 15 Jan. 2017]. 2016, W. (2017). Wes Anderson per H&M Holiday 2016 | Amica. [online] Amica. Available at: http://www. amica.it/2016/12/09/wes-anderson-per-hm-holiday-2016/ [Accessed 25 Jan. 2017].