Artification of Luxury Fashion Brands

Synergies, Contaminations, and Hybridizations

AvMarta Massi,Alex Turrini

Inbunden, Engelska, 2020

Del i serien Palgrave Studies in Practice: Global Fashion Brand Management

725 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2020-06-19
Mått:148 x 210 x 21 mm
Vikt:430 g
Format:Inbunden
Språk:Engelska
Serie:Palgrave Studies in Practice: Global Fashion Brand Management
Antal sidor:166
Förlag:Springer Nature Switzerland AG
Medarbetare:Jean-Noël Kapferer
ISBN:9783030261207

Utforska kategorier

Servicesektorn inom Ekonomi och Ledarskap
Varumärken inom Ekonomi och Ledarskap
Konstböcker inom Kultur

Mer om författaren

Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.

Innehållsförteckning

1. When Fashion Met Arts: The Artification of Fashion Brands.- 2. Brunello Cucinelli, a humanistic approach to fashion.- 3. Trussardi and the art of promoting art.- 4. Gucci: Branding art or art branding?.- 5. Christian Dior: The Art of Haute Couture.- 6. Balenciaga, the Master of Haute Couture.- 7. Conclusion.