The Artification of Luxury Fashion Brands (eBook)

Synergies, Contaminations, and Hybridizations

Marta Massi, Alex Turrini (Herausgeber)

eBook Download: PDF

2020
XVII, 166 Seiten
Springer International Publishing (Verlag)
978-3-030-26121-4 (ISBN)

Infos

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.

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.

Produkt-Details

• Erscheint lt. Verlag: 18.6.2020
• Reihe/Serie: Palgrave Studies in Practice: Global Fashion Brand Management
• Reihe/Serie: Palgrave Studies in Practice: Global Fashion Brand Management
• Vorwort: Jean-Noël Kapferer
• Zusatzinfo: XVII, 166 p. 15 illus., 3 illus. in color.
• Sprache: englisch
• Themenwelt: Kunst / Musik / Theater ► Malerei / Plastik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Artification • authenticity • brand legitimacy • collaboration between art and fashion • Fashion Brands • Institutional Theory
• ISBN-10: 3-030-26121-2 / 3030261212
• ISBN-13: 978-3-030-26121-4 / 9783030261214