Abstract
AbstractThe aim of this work is to examine the effect about the combination of fashion luxury brands and fast fashion brands, the stylistic elements that allow the subject to recognize the luxury fashion brand and the impact of logos of the luxury fashion brands in the identification process. The work is based on an experimental study that will use the Gazepoint GP3 eye-tracking system and the OGAMA analysis software. The experimental study evaluates the response of a sample of subjects to a set of visual stimuli related to the “mix-and-match” concept. Research has revealed that the “mix-and-match” effect carries a reduction in the recognition capacity of luxury fashion brands (in absence of logos) when combined with fast fashion brands. The study has also determined that the accessories of the luxury fashion brands are the stylistic elements that facilitate the recognition (except for Chanel) in the most effective way.KeywordsBrand awarenessEye-trackingMix-and-Match fashion trend
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