The Artification of Luxury Fashion Brands
Synergies, Contaminations, and Hybridizations
Buch in deiner Nähe kaufen
Beschreibung
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.
Offers theoretical foundations to explain and justify the collaboration between art and fashion, presenting concrete examples of firms that employ the arts strategically to strengthen their reputation and image Offers a new perspective on the hybridization and synergies between fashion and art from a business point of view, overcoming the sociological perspective from which these phenomena are usually looked at Brings together fashion and arts scholars to provide insights into pros and cons of the collaborations between art and fashion
Autor*in
Marta Massi
Themen in »The Artification of Luxury Fashion Brands«
Artification fashion brands authenticity brand legitimacy institutional theory collaboration between art and fashion