Decoding fashion advertising symbolism in masstige and luxury brands

Purpose The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising. Design/methodology/approach This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values. Findings The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands. Research limitations/implications The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values. Practical implications The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion. Originality/value The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.