Massi / Turrini The Artification of Luxury Fashion Brands

Synergies, Contaminations, and Hybridizations
1. Auflage 2020
ISBN: 978-3-030-26121-4
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 166 Seiten, eBook

Reihe: Palgrave Studies in Practice: Global Fashion Brand Management

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.

Zielgruppe

Research

Autoren/Hrsg.

Massi, Marta

Turrini, Alex

Weitere Mitwirkende

Kapferer, Jean-Noël

Inhaltsverzeichnis

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.

Über Autor(innen)

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.