Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
The luxury fashion industry is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the hospitality business. This thesis gives an insight into this phenomenon that sees Italian luxury fashion labels expand their brands into hôtellerie by unpacking the relationship it holds with Italianicity. Examining the cases of two iconic Italian luxury fashion labels, Missoni and Moschino, and the hotels associated with their names, Hotel Missoni Edinburgh and Maison Moschino, this thesis investigates the different ways in which they refer to Italy and its culture. It is contended that within Hotel Missoni Edinburgh and Maison Moschino there are corporate strategies at play that are aimed at deploying their Italianicity as a means to increase their prestige and strengthen their association with the identity of their parent brands. Moreover, it is contended that the hotels employ strategies of cultural opportunism that see the deployment of characteristic traits associated with Italy and its culture as a way to augment their offerings, maximising the brand extension potential of those labels. However, while Missoni Hotel Edinburgh and Maison Moschino rely on traits of Italianicity for their identity, they also contribute to the construction of ideas of Italianicity.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.001 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.004 | 0.001 |
| Scholarly communication | 0.001 | 0.002 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it