Licenciamento de moda de luxo nas economias transatlânticas e coloniais: além de Paris e Nova York
DOI:
https://doi.org/10.5965/25944630822024e5189Palavras-chave:
marca registrada, luxo, transatlântico, marcas, comércioResumo
Durante a era do pós-guerra, as empresas de moda de luxo entraram em uma nova fase de seu crescimento internacional com a concessão de licenças de suas marcas. A casa de alta costura francesa Dior foi pioneira em licenças e estabeleceu filiais em uma série de países ao redor do mundo. Inspiradas nos sucessos transatlânticos de empresas como Jean Dessès, Christian Dior e Norman Hartnell, as empresas de luxo francesas registraram suas marcas internacionalmente e replicaram o registro de marcas em inúmeros países. Este trabalho examina ainda mais o alcance das marcas de moda e beleza de luxo nas colônias da França e da Bélgica. Isso mostra que as empresas de moda expandiram sua expertise transatlântica e que isso criou novo retorno aos circuitos transatlânticos.
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