Collaborations between Luxury Fashion Brands and Contemporary Artists: Value Creation for Both Sides (original) (raw)
Related papers
The Blending of Luxury Fashion Brands and Contemporary Art: A Global Strategy for Value Creation
The chapter observes the blending of luxury fashion brands and the specific field of contemporary art. Moreover, the chapter identifies the particularly positive effects deriving from contemporary art in the creation of value for luxury fashion brands. Therefore, the issue discussed is whether contemporary art may represent a possible strategic tool for competing in the global world of the luxury fashion industry. The chapter observes: the commercial and creative implication of luxury fashion brands and the global phenomenon of contemporary art collaboration; the variance of luxury fashion brands and contemporary art collaboration phenomena from the perspective of the consumers and from the perspective of the brands; the current examples of luxury fashion brands and contemporary art collaborations. In conclusion, managerial insights on the implementation of artistic collaboration are highlighted, and suitable strategies for luxury fashion brands and firms who plan to be involved in such collaborative agreements are suggested.
Inter-industry creative collaborations incorporating luxury fashion brands
Journal of Fashion Marketing and Management, 2016
Purpose -The purpose of this paper is to conceive the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers' attitudes towards this kind of partnership. The study analyses consumer-based brand equity and links them to inter-industry creative collaborations within the luxury fashion industry. Design/methodology/approach -Research was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data were obtained using semi-structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross-case conclusions to be drawn. Findings -The research proposes the existence of a direct relationship between the consumer-based brand equity effects and consumers' attitudes towards inter-industry creative collaborations. This research not only proves the existence of the stated relationship but also generates a theoretical framework that specifically analyses inter-industry creative collaboration involving luxury fashion brands.
In recent years, there has been a significant emergence of fashion and art collaborations (FAC). While these collaborations pose strategic importance and feature a distinction from historic collaborations current literature indicates a gap in terms of such partnerships. This research aims to explore the rationale of the contemporary collaboration between fashion design and art from perspectives of the brand, the designer and the consumer. The objectives are to 1) study historical and contemporary examples of fashion design and art collaborations; 2) explore the creative and commercial significance of fashion and art collaborative products; 3) investigate the variance of fashion and art collaborative products from the designers' and consumers' perspectives; 4) generate managerial insights on the implementation of FAC and recommend apt strategies for fashion designers/brands who intend to be involved in such collaborative arrangements; 5) make specific recommendations to Mainland China marketers.
Collaboration with art in the luxury industry as a marketing tool for value creation
2018
The paper examines the role of art in value creation in luxury brands and the insights for consumption of luxury items made in cooperation with artists or under inspiration by art heritage. The paper concentrates on artistic collaborations and on collaborations with art heritage in cases where an artist has passed away but their paintings inspire designers and become interpreted and implemented into a luxury brand. These collaborations bring strong emotional and symbolic values for consumers as e.g. aesthetic pleasure, as well as feelings of being an art connoisseur and a part of global cultural elite. Moreover, luxury items with visual artistic elements (LIVAE) can provoke an interest in the arts and create educational value for people. The study was carried out in Moscow and the primary data was collected during March-April 2018 using online in-depth interviews with members of Facebook and Instagram communities devoted to luxury brands. The conducted research allowed the author to find out about the awareness of LIVAE and reveal the motives for their consumption among Muscovites such as 1) expressing individuality and demonstrating understanding and proximity to art and 2) getting an aesthetic pleasure for self. These motives form the two following segments of LIVAE consumers: 1) attention and differentiation seeking individualities and 2) aesthetic connoisseurs.
Journal of Brand Management
Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance.
An investigation into hotel group and luxury fashion designer collaborations
2012
This article is a preliminary exploration, aiming to identify the drivers of a plethora of developments led by luxury fashion designers. It was found that both luxury fashion designers and the hotel companies realised a strategic fit between brands and products offer, based on the consumer demand for the luxury experience. One common motive amongst the two industries was to capitalise on each other’s brand reputation, particularly known for its capability to provide quality and luxury products. This article also identified that the Chinese market has the potential to grow and could be a lucrative location into which to expand the luxury fashion designers’ hotel concept.
Artisanal Luxury: Evaluating Equity in Artisan/Designer Collaborations
ITAA, 2018
This discussion will focus on the design of artisan-crafted luxury fashion products and the ends to which those products service Mexico's artisanal luxury market driven by the cultural creative 1 class of consumers. This investigation explores the positive and negative effects of designer intervention in craft-making communities, identifies problems, and proposes the creation of an equitable system of design/artisan partnership that would outline rules of engagement, interaction, communication and feedback between designer, artisan and consumer for development of luxury fashion products with cultural craft artisan/makers. This research will discuss the following points, drawing conclusions by examining case studies of luxury designer/artisan collaborations across various regions of Mexico 2. We ask: • How are current artisan/designer collaboration efforts helpful or disruptive? • What challenges do craft communities and luxury brands face in starting up new collaborations, and how are they sustained? • Where is the artisan/designer distinction made? What are development options for artisans? • How is intellectual property and design attribution being addressed in the process? • How would a standardized code of practice be useful across entities and participating groups? 1 Cultural Creatives are a subcultural group that are generally characterized by a love of nature, concern for the environment and global society, exhibit sympathy, altruism, spirituality, support education and sustainable community development, enjoy people places and things that are exotic, and are mindful not to over consume. They are seen as optimistic drivers of positive change towards better livelihoods for humanity. 2 To protect the identity of the artisan groups, designers, brands and organizations, specific names will be withheld.
2024 Global Fashion Management Conference at Milan: 600-602 (July 2024), 2024
The purpose of this case study is to compare two luxury brands' collaborations with modern Korean artists and the qualitative results achieved by the projects. As argued by J.N. Kapferer (2014), through associations with artists, luxury brands are striving to present themselves as part of a creative industry and as a result elevate and legitimize their brand image. This article focuses specifically on Christian Dior's Dior Lady Art series and Louis Vuitton's Artycapucines due to the similarity in project structurethe final presentation in form of an exhibitionas well as the objects producedbags elevated to the status of artworks but still maintaining functionality. Through the selected case studies, this article first explores how partnering with Korean artists enables brands to localize and engage more personally with Korean consumers while building deeper relationships with international consumers by leveraging the continuously growing global popularity of Korean culture. The study then examines how the collaborations contribute to the brands' goal to present themselves as more authenticin luxury terms, delivering exceptional experience characterized by high quality, craftsmanship, preciousness, and timelessness (The Quarry Gallery, 2023). This is achieved by providing artists with a platform to reinterpret iconic bags into artwork. Lastly, the article analyzes how, through these limitededition items, the brands are also able to reinforce the idea of luxury as financial investment and a way to build family heritage.
The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship
Journal of Business Research, 2018
This paper discusses how Arts-Based Initiatives offered to consumers can function as a source of value creation. The conceptual model proposes that brand connoisseurs', despite not being physically present in such initiatives, derive emotional value which positively affects brand loyalty through the mediating role of brand attachment. The findings of a study investigating how consumers respond to this emerging practice by luxury brands reported, largely confirm the relevant hypotheses. Relevant theoretical implications include the extension of previous conceptualizations of this practice and the contribution to understanding relevant consumer responses, while the findings also suggest that luxury brand managers can use Arts-Based Initiatives as a relationshipstrengthening tool that transcends geographical barriers. 2. Background 2.1. Literature review Multiple linkages between brands and the arts exist; as Schroeder (2005: 1293) illustratively remarks, "the branded world intersects with the art world in numerous ways". Especially when it comes to luxury
The Couture Client as Patron of the Art of Fashion
This paper will explore the relationship between consumers of haute couture and the designers they chose, addressing the overlooked influence one has on the other. While patrons provide economical support and help propagate artists’ ideals, the artists help legitimize patrons’ social distinction and good taste.