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The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands

Soybelli, Tugba
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954

Abstract Details

2021, Master of Science (MS), Ohio University, Journalism (Communication).
In recent years, the positioning of streetwear in the fashion sector has changed. Therefore, it is of interest to understand how streetwear brands achieved this image transformation, specifically the role visual art plays in the image communication of streetwear brands that prefer to engage in a business to consumer relationship with their audience. This work is rooted in the field of strategic communication and aims to provide qualitative insights from an internal company perspective into the streetwear sector. Because this topic depends on internal information to reveal contexts as well as issues of purpose, this research utilizes qualitative expert interviews with streetwear brand owners and creative directors. Results include brand owners describing how art changed the perception of streetwear in the fashion industry, and findings indicate that brand positioning and branding can be identified as the branches with the most extensive application of visual art in the communication strategy. Furthermore, results reveal categories that illustrate how the integration of visual art serves the brand community.
Elizabeth Hendrickson, Dr. (Committee Chair)
121 p.
Communication; Fine Arts; Marketing
Brand Communication; Luxury Marketing; Visual Art; Exclusive Streetwear; Branding; Strategic Communication; Streetwear Brands; Visual Marketing

Recommended Citations

Citations

  • Soybelli, T. (2021). The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954

    APA Style (7th edition)

  • Soybelli, Tugba. The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands. 2021. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954.

    MLA Style (8th edition)

  • Soybelli, Tugba. "The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands." Master's thesis, Ohio University, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Ohio University and OhioLINK.