Section A: 1. Analyse the narrative structure (storytelling) of Chanel’s Inside video series. Does storytelling communicate effectively Maison’s values? 2. Select a fashion brand. Then conduct the following tasks using this brand: a) apply the brand identity prism and brand’s archetype(s); b) discuss the brand’s image and identity and evaluate their alignment; c) identify the brand’s positioning and consider how it differs from that of its competition, evaluating points of parity (sameness) as well as points of differentiation. Section B: Select and develop one of the following topics: 1. Describe the various ways that a supply chain can add value to a luxury fashion brand and contrast this with the characteristics that may be required in a fast-fashion brand. 2. Critically review the benefits and disadvantages of vertical integration within a supply chain for fashion companies.
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