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Ubiquitous Internet access and social media make visual consumption possibly the most vital characteristic of the experience economy. A cumulative, integrative framework for the analysis of visual artefacts has thus been called for as existing analytical tools and theoretical frameworks (such as semiotics, discourse analysis, content analysis, iconography, rhetoric and so on) each provide in isolation only a restricted perspective. To advance best practice towards shaping brand perception and consumer engagement, this paper provides a crucial analytical tool to uncover the unique and specific characteristics of identitary luxury fashion brand discourse by introducing and applying such an integrative framework.

A rigorous grounded theory approach was applied to a corpus of primary data, print advertising in Vogue (UK and US) and Vanity Fair (UK). Outcomes were distilled to first principles of meaning-making and aggregated in a framework which also integrates long-existing classics from diverse fields of knowledge to present a broad cumulative perspective for the analysis of visual discursive practice. This paper demonstrates the methodological rigour and validity of the framework, that is, its practical adequacy and explanatory power in uncovering the identitary brand discourse of luxury fashion.

An application of the integrative framework breaks new ground in uncovering the discreet identitary characteristics of the discursive practice of the luxury brands under investigation, Chanel and Gucci, which can be encapsulated as gendered technology of the confident self (Foucault) and spectacle (Debord), respectively.

To advance theory that illuminates understanding and shaping of brand perception and consumer engagement with luxury fashion brands, the proposed framework is the first to integrate insight from a rigorous analysis of primary data with long-existing classics from salient fields of knowledge. It, thus, provides a broader, more inclusive perspective that elucidates the multifaceted layers of meaning of luxury fashion discourse in a new and comprehensive way which existing approaches with focus on an isolated dimension such as semiotics or nonverbal behaviour and so on would not have been able to reveal.

The inclusive, practicable theoretical framework provides a parsimonious and practical tool that can be applied by non-experts across disciplines to unlock meaning in fashion discourse as a route to shaping brand image and engaging consumers.

The paper provides a new perspective on the communication practice of luxury fashion advertising as the new integrative framework illuminates layers of meaning crucial to understanding the intricacies of identitary brand discourse and to shaping brand perception and engaging consumers.

This paper aims to assess the impact of protected geographical indications (GIs) on the trade performance of South Africa’s wine industry within the European Union (EU). This is critical in enhancing informed policy decisions towards securing more GIs for wines and other products. The unearthed evidence may provide a basis for more government interventions in support of the initiative while protecting the good reputation in communities where production occurs.

This paper uses the gravity flow model framework. The Rand value of wine exports was used as a trade performance measure whereas GIs data was extracted from the E-Bacchus database, and three proxies are used to capture the GIs variable.

GIs foster South Africa’s wine exports into the EU. When GIs were proxied as a dummy variable, results suggest that GIs led to about 170% increase in wine exports. However, when the actual number of GIs was used, the estimate also indicates 0.7% rise in exports, whereas using the difference between South Africa’s and the EU’s number of GIs, results suggest that GIs are associated with 87% increase in wine exports.

This paper did not take into consideration protected designation of origins (PDOs) on the side of the Europe given that South Africa has no registered PDOs. Further research at industry level should be undertaken to ascertain whether some of South Africa’s wine meets the specifications required to register as a PDO.

This paper adds empirical evidence to the existing literature on the competitiveness of South Africa’s wine industry. The role of GIs in international markets remains a silent feature in the literature yet the industry exhibits an outstanding footprint in GIs. This paper, in part, responds to Biénabe and Marie-Vivien’s (2017) recognition for the need for interdisciplinary empirical analyses to better understand the GI concept. To the best of authors’ knowledge, this is the first paper to analyse the impact of GIs on the industry’s trade performance.