In this episode of Fashion InsideOut, Rodica Muravetchi, professor of marketing at IFM, explores how luxury fashion brands turn their past into a strategic heritage resource that shapes brand identity. Drawing on interviews with heritage managers and museum curators, Rodica shows that brand heritage is not simply inherited, but actively constructed, revised, and activated over time. From boutiques to museums and exhibitions, this episode examines how brands organise and mobilise their past, and why heritage should be understood as a dynamic process rather than a fixed legacy.
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