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Consuming Canada: How fashion firms leverage the landscape to create and communicate brand identities, distinction and values

机译：消费加拿大：时装公司如何利用景观来创造和传达品牌形象，独特性和价值

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摘要

In the increasingly global and competitive fashion industry, firms are adopting a variety of strategies to generate value and brand loyalty. While some emphasise the quality of material elements such as inputs, local production and design, others focus on immaterial aspects such symbolic value and exclusivity. In recent years, place branding has become an important way to create connections between people, places, and products. Yet, the processes behind this type of branding remain poorly understood. In particular, limited attention has been paid to the ways in which landscapes in all their forms are being incorporated into place-branding practices. Drawing on 87 interviews, participant observation and an innovative analysis of Instagram accounts, this paper examines how a range of Canadian fashion firms leverage the landscape to create and communicate brand identities, distinction and values. It demonstrates how firms of different sizes and scales construct, harness, or reimagine landscapes and/or popular stereotypes to connect with Canadian identities and consumers. It also highlights how landscape-centric branding can be combined with broader value creation strategies such as local production. In so doing, this paper brings together the economic geography literature on place branding and the cultural geography literature on landscape and identity, and makes a methodological contribution to nascent examinations of social media and visual data sources in geography.
机译：在日益全球化和竞争激烈的时装行业中，公司正在采用各种策略来创造价值和品牌忠诚度。虽然有些人强调物质要素的质量，例如投入，本地生产和设计，但其他人则侧重于象征性价值和排他性等非物质方面。近年来，地名已成为在人，地和产品之间建立联系的重要方式。但是，这种品牌塑造背后的过程仍然知之甚少。尤其是，人们很少关注将各种形式的景观纳入场所品牌实践的方式。借助87个访谈，参与者观察和对Instagram帐户的创新分析，本文研究了一系列加拿大时装公司如何利用这一景观来创造和传达品牌形象，独特性和价值。它展示了不同规模和规模的公司如何构建，驾驭或重新构想景观和/或流行的刻板印象，以与加拿大的身份和消费者建立联系。它还强调了如何将以景观为中心的品牌与更广泛的价值创造策略（例如本地生产）结合起来。在此过程中，本文汇集了关于场所品牌的经济地理文献和有关景观和身份的文化地理文献，并为在地理上对社交媒体和可视数据源的新生检查提供了方法论上的贡献。

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