Licenciamiento de moda de lujo en las economias transatlánticas y coloniales: más allá de París y Nueva York
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https://doi.org/10.5965/25944630822024e5189Palabras clave:
marca registrada, lujo, transatlántico, marcas, comercioResumen
Durante la era de la posguerra, las empresas de moda de lujo entraron en una nueva fase de su crecimiento internacional mediante la concesión de licencias de sus marcas. La casa de alta costura francesa Dior fue pionera en este aspecto y estableció sucursales en una serie de países alrededor del mundo. Inspiradas en los éxitos transatlánticos de empresas como Jean Dessès, Christian Dior y Norman Hartnell, las empresas de lujo francesas registraron sus marcas a nivel internacional y replicaron el registro de marcas en numerosos países. Este trabajo examina además el alcance de las marcas de moda y belleza de lujo en las colonias de Francia y Bélgica. Esto demuestra que las empresas de moda expandieron su experiencia transatlántica, y que ello generó cambios en los circuitos transatlánticos.
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