Step by Step Application of the Framework

Serdari, Thomaï

Having studied several examples, historic and contemporary, of luxury fashion brands that have isolated specific elements in the cultural landscape and introduced them into innovative design that changed the course of fashion history, it is time to review the steps one can follow in applying the Transmedia Fashion Production framework to enrich the creative work in a luxury fashion brand. This reinforces the idea that luxury brands are as much culture producers as they are culture supporters. The latter has been the only aspect that has been discussed in the academic literature prior to the current study. Additional details reveal that culture-based creative strategy results in highly desirable content, which, in turn, yields unwavering consumption.