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The Artification of Luxury Fashion Brands = Synergies, Contaminations, and Hybridizations /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The Artification of Luxury Fashion Brands/ edited by Marta Massi, Alex Turrini.
Reminder of title:	Synergies, Contaminations, and Hybridizations /
other author:	Massi, Marta.
Description:	XVII, 166 p. 15 illus., 3 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-26121-4
ISBN:	9783030261214

The Artification of Luxury Fashion Brands = Synergies, Contaminations, and Hybridizations /
The Artification of Luxury Fashion BrandsSynergies, Contaminations, and Hybridizations /[electronic resource] :edited by Marta Massi, Alex Turrini. - 1st ed. 2020. - XVII, 166 p. 15 illus., 3 illus. in color.online resource. - Palgrave Studies in Practice: Global Fashion Brand Management ,2523-3505. - Palgrave Studies in Practice: Global Fashion Brand Management ,.

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.

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.

ISBN: 9783030261214

Standard No.: 10.1007/978-3-030-26121-4doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

The Artification of Luxury Fashion Brands = Synergies, Contaminations, and Hybridizations /
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