{"id":5264,"date":"2019-11-22T19:23:51","date_gmt":"2019-11-22T11:23:51","guid":{"rendered":"https:\/\/sac.tnua.edu.tw\/?p=5264"},"modified":"2020-09-28T13:37:19","modified_gmt":"2020-09-28T05:37:19","slug":"the-genius-loci-theory","status":"publish","type":"post","link":"https:\/\/sactnua.designhu-demo.com\/zh\/the-genius-loci-theory\/","title":{"rendered":"\u5834\u6240\u7cbe\u795e"},"content":{"rendered":"

International Lecture\u00a0<\/strong>by Guest Speaker Alberto Campagnolo<\/strong><\/p>\n

As part of the IMCCI International Lecture Series, first and second year students attended Alberto Campagnolo\u2019s \u201cGenius Loci Theory\u201d workshop.\u00a0 Campagnolo is a Brand Management Consultant for Luxury, Lifestyle, Fashion and Design brands.<\/p>\n

In the three-hour long seminar, students learned to analyze and understand high fashion advertisement, not only through their famous logo but also through these steps:\u00a0storytelling, location-brand and genius loci.\u00a0\u00a0<\/em>Campagnolo explained that Storytelling focuses on the internal and external stories of the brand, giving as example different Italian brands such as: Fendi, Moschino, Gucci, Prada and Ferragamo.<\/p>\n

All theses brands are Italian but showcase their own origin, essence and story in different ways. \u00a0For example Gucci, from Florence includes elements that are connected to this Italian city. \u00a0On the other hand, Prada uses more sophisticated and nationalist elements to make sure everyone knows it\u2019s from Milan.<\/p>\n

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photos by Cecile Kao<\/h6>\n

Location-brand<\/strong>\u00a0is about the connection between the brand and its place of origin.\u00a0 Students learned to recognize the core values of a brand, these values can be found in the color, texture and patterns that the company uses to identify itself. \u00a0All of this elements must be reflected on the brand\u2019s marketing campaign for a successful advertisement.<\/p>\n

For this step, Campagnolo presented a short advertisement of Stefano Ricci, where towards the end of the video it clearly stated the values of the brand with three important keywords:\u00a0honor, power and pride.<\/u><\/p>\n

Another important example was\u00a0\u201cLove in New York\u201d,\u00a0<\/em>a short video clip from Tiffany and Co..\u00a0 This ad presented the uniqueness of the brand and its connection to the city in simple, but not stereotypical ideas. \u00a0It showed emotions like: love and romance, emotions everyone can relate to. \u00a0Campagnolo emphasized the way Tiffany and Co. presented it\u2019s brand values of being reliable, long-lasting and meaningful.\u00a0 Last, but not least is the\u00a0Genius Loci theory<\/strong>, it is the relation between the city of origin and the values of the brand but without forgetting the importance of micro-location.<\/p>\n

Campagnolo explained the difference between the Gucci store in Florence and the Gucci store in Tokyo. \u00a0In Florence, the store represents a pretty, chic, elegant version of the brand, whereas in Tokyo it customized its products with an exclusive anime version to make Japanese people feel the connection with the city and the brand.\u00a0 This marketing strategy proves that brands are able to adjust in order to show respect and to a local culture, without losing its core values. \u00a0Genius Loci goes even further to demonstrate the importance of micro-location with the example of Prada in Saudi Arabia, where the store\u2019s architectural design included one entrance for women and one for men, in order to respect the religious traditions.<\/p>\n

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photos by Cecile Kao & Claudia Bermudez<\/h6>\n

In conclusion, Alberto Campagnolo\u2019s workshop provided IMCCI students the opportunity to learn from his expertise about high fashion brands marketing strategies, and to prove that in the fashion industry it is possible to adjust to an environment without losing the brand identity.<\/p>\n

\u2013\u00a0 Written by Claudia Bermudez<\/p>","protected":false},"excerpt":{"rendered":"

As part of the IMCCI International Lecture Series, first and second year students attended Alberto Campagnolo\u2019s \u201cGenius Loci Theory\u201d workshop. Campagnolo is a Brand Management Consultant for Luxury, Lifestyle, Fashion and Design brands.<\/p>","protected":false},"author":1,"featured_media":5270,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43],"tags":[],"class_list":["post-5264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imcci-programme-activities"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t