This paper talks about communication strategies and value creation within the luxury goods industry, with a focus on fashion. Within the market of luxury goods, value is created by particular rules, which are the concern of this research. Following Eco’s theory of textual interpretation (1990), this research looks at brands as authors, customers as readers and products as texts. The communication between these three subjects has rapidly changed in the past decade. Every text has some particular existence period, through which it passes particular phases, as for text creation, interpretation and valorisation process. One of these phases - crystallization (Torop 2005) - represents the possibility for text to stay in cultural memory for longer time and be variously re-interpreted. As for the objects valorised as artworks and crystallised in cultural memory by communication in museums, the luxury goods can be valorised and crystalised by the influence of social media. Today, social media have became one of the main channels to influence the interpretation of products and their value creation. They adjusts the new space communication strategies around products, with similar communication strategies as for museums. In this way, the value of luxury goods is constructed by similar rules used in museums, and specifically in museums of modern art. This type of communication changes the market relations, when the qualities of products are no longer related to its physical appearance, but they rely on their meaningful and symbolic dimension. In this way, products as texts become artefacts with an empty signifier to be filled with meanings and values within their context, including the social media sphere. These ideas are explored through a comparative analysis of case studies looking at the representation of fashion goods in the last 5 years. References: Eco, U. 1990. The Limits of Interpretation. Bloomington: Indiana University Press. Torop, P. 2005. Culture as translation: intersemiosis and intersemiotic translation. In: Popova, M.N. Culture and Text. Sofia: Издателство на Нов български университет, 100-113.