From Performance to Prestige: Marketing Strategies of Urban Functional Menswear Brands

Abstract

This research examines three urban functional menswear brands, namely C. P. Company, Stone Island, and Acronym, investigating their progression from performance-oriented labels to prominent representatives within the luxury fashion sector. Employing a comparative case study approach, the analysis integrates theoretical perspectives on symbolic consumption, luxury marketing, and experiential branding to assess how these companies have strategically employed technological innovation, cultural narratives, limited-edition releases, and cross-brand collaborations to shape distinctive and emotionally resonant brand identities. The findings indicate that, although each brand originated in the realm of functional apparel, they have successfully ascended the market hierarchy by cultivating differentiation and reinforcing cultural significance. The study not only addresses a theoretical gap concerning the transition of functional fashion labels into high-end brands but also proposes a practical framework and pathway for other companies seeking a similar transformation.