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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