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Lookup NU author(s): Dr Elena Chatzopoulou
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Over the last decade, young fashion designers from Greece, with limited resources and their country in financial crisis, managed to build brands internationally. One success story has been the “Ancient Greek Sandals” (AGS) brand, which was founded in 2010 and, by 2013, has become globally known and endorsed by international celebrities, like Beyoncé and Sarah Jessica Parker. The founders had professional knowledge about designing and producing sandals but were not aware of marketing actions and communication plans. For this reason, they hired a PR company and gained customers by relying on its products’ ethnic authenticity, quality, and celebrity endorsements on social media. Based on this case, it is evident that ethnic identity and authenticity rely on the quality of raw materials, using the ethnic origin of the brand as an inspiration and showing respect for the traditions and culture. The fulfilment of the above characteristics made possible for the brand to position its products as of high-quality and with a historical background. According to the PR Company’s suggestions, the brand was successfully communicated through celebrity endorsement on social media and on traditional media, like fashion editorial in magazines. In both media types, the brand’s strong positioning as authentic was highlighted and also its clear and high-aesthetic ethnic identity.
Author(s): Chatzopoulou E
Series Editor(s): Beverland M
Publication type: Online Publication
Publication status: Published
Series Title: Global fashion business cases (Bloomsbury fashion resource)
Year: 2018
Access Year: 2021
Description: Case study
Acceptance date: 28/09/2017
Publisher: Bloomsbury Publishing
Place Published: London
Access Date: 24 June
URL: https://doi.org/10.5040/9781474208765.0004
DOI: 10.5040/9781474208765.0004
