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The Case of Ancient Greek Sandals: Ethnic Heritage and Celebrity Endorsement

Chatzopoulou, Elena (2018) The Case of Ancient Greek Sandals: Ethnic Heritage and Celebrity Endorsement. Bloomsbury Fashion Central, . Article Number UNSPECIFIED. (doi:10.5040/9781474208765.0004) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:82443)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.5040/9781474208765.0004

Abstract

Over the last decade young fashion designers from Greece, with limited resources and their country in financial crisis, managed to build brands internationally. Athens-based start-up Ancient Greek Sandals (AGS) was founded in 2010 and, by 2013, had become globally known and endorsed by international celebrities such as Beyoncé and Sarah Jessica Parker. Initially the founders had professional knowledge about designing and producing sandals but were not aware of marketing or communications strategies. They hired a PR company and gained customers by promoting their products’ ethnic authenticity, quality, and by celebrity endorsements on social media. This case provides evidence that ethnic identity and authenticity rely on the quality of raw materials, using the ethnic origin of the brand as an inspiration and showing respect for traditions and culture. These factors made it possible for the brand to position its products as high-quality with a historical background. Following the PR company’s suggestions the brand was successfully communicated through celebrity endorsements on social media and traditional media, such as fashion editorials in magazines. In both media types the brand was positioned as being authentic with a high-end aesthetic and a clear, ethnic identity.

Item Type: Article
DOI/Identification number: 10.5040/9781474208765.0004
Uncontrolled keywords: Business Case; Celebrity Branding and Influencers; Marketing; Digital Merchandising; eCommerce; International Retailing; Internet; Labels; Luxury; Luxury Brand Management; Public Relations; Social Media;
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Felipe Garcia Suarez
Date Deposited: 13 Aug 2020 12:52 UTC
Last Modified: 13 Aug 2020 13:25 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/82443 (The current URI for this page, for reference purposes)
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