Olympic Fashion Designers 2012: Optimization of the Destination Branding Craze
Renowned luxury brands have entered the forefront of the Olympic Games London 2012 and aligned with global talent to gain international awareness not only for their individual fashion brands, but for their countries of choice as well. With the arrival of a destination branding craze, where countries are no longer solely recognized as intangible destinations but rather cultural brands that will continue to be optimized well into the future. Brands such as Stella McCartney, Prada, Giorgio Armani, Ralph Lauren and Salvatore Ferragamo have united with countries to design fashion-forward uniforms that reflect the aesthetic of the brand and differentiate the country respectively, creating a strong image for individual nations. In a time of economic difficulty, countries are branding themselves more than ever. The arrival of the Olympics has proved a time for the amplification of national perception, an opportunity for nations to position themselves as principal global brands.
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