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Cultural Heritage Fashion Branding in Asia

Tourism Sensemaking: Strategies to Give Meaning to Experience

ISBN: 978-0-85724-853-4, eISBN: 978-0-85724-854-1

ISSN: 1871-3173

Publication date: 10 November 2011


Although common components of cultural heritage fashion branding (i.e., utilization of traditional prototype, emphasis on traditional fabric, and preservation of traditional craftsmanship) were drawn out, achieving optimal balance between tradition and modernity was found critical as well. Managerial guidelines include foreign brand naming, premium pricing, art-related promotions, and extension for a total lifestyle brand. In further research, the type of industry and different country-of-origins can be applied in order to extensively study about the issue of cultural heritage branding.



Ko, E. and Lee, S. (2011), "Cultural Heritage Fashion Branding in Asia", Woodside, A.G. (Ed.) Tourism Sensemaking: Strategies to Give Meaning to Experience (Advances in Culture, Tourism and Hospitality Research, Vol. 5), Emerald Group Publishing Limited, Bingley, pp. 89-109.



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