From Imaginaries to Synergies: Christian Dior Cruise Collections
ISBN: 978-1-80262-976-7, eISBN: 978-1-80262-975-0
Publication date: 14 December 2023
Abstract
By celebrating tourism destinations through cruise collections, luxury brands open to new influences. They may develop deeper connections with certain geographical areas, but may also challenge the quintessentially national dimension of luxury brand culture. The best example of synergies between a luxury fashion brand and tourism destinations are the Christian Dior cruise collections with Maria Grazia Chiuri at the helm. This chapter is to understand how cruise collections may enhance luxury fashion houses' brand culture through the connections they develop with tourism destinations. Further, the chapter assesses the extent to which destinations can benefit from the exposure provided by luxury fashion brands' cruise collections.
Keywords
Citation
Krim, S. (2023), "From Imaginaries to Synergies: Christian Dior Cruise Collections", Gravari-Barbas, M. and Sabatini, N. (Ed.) Fashion and Tourism (Tourism Social Science Series, Vol. 26), Emerald Publishing Limited, Leeds, pp. 107-132. https://doi.org/10.1108/S1571-504320230000026008
Publisher
:Emerald Publishing Limited
Copyright © 2024 Sandra Krim. Published under exclusive licence by Emerald Publishing Limited