“EREDITÀ E AVANGUARDIA”. UN’ANALISI COMPARATIVA DELLA COMUNICAZIONE DIGITALE DELLE IMPRESE ADERENTI ALLA CAMERA NAZIONALE DELLA MODA ITALIANA

Companies are gradually recognising the strategic value of promoting their history and identity as a way to build trust and legitimacy in the eyes of consumers. Brands capable of evoking stability and longevity can strengthen their brand identity by integrating values such as authenticity and integrity. From this perspective, brand heritage is a fundamental component of brand identity, linked to the brand's ability to be recognisable and traceable in the collective memory. In the fashion industry, for example, brand heritage has a profound and distinctive value. Fashion brands with a rich and evocative history can enjoy a unique and inimitable advantage, drawing on a heritage of creativity, myth and beauty that has been handed down from generation to generation. Although there is awareness of the importance of brand heritage in the fashion industry, marketing literature has not yet managed to systematise the construct in a way that reflects the specificities of the creative “fashion” industry. Hence, this study explores the dimension of brand heritage in the textile and clothing sector through a content analysis of the web communication adopted by companies belonging to Camera Moda Italia to tell and communicate their story.