The Future of Luxury Brands: Artification and Sustainability - Couverture souple

Couverture souple

ISBN 10 : 3110737612 ISBN 13 : 9783110737615

Editeur : De Gruyter, 2022

Synopsis

The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments―the art world, fashion and fine wines including hospitality services―through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification―the process by which non-art is reconceived as art―applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.

A propos du livre

À propos de l'auteur

Annamma Joy is Professor of Marketing on the Faculty of Management at the University of British Columbia (Canada)

Détails de l'édition

• Éditeur: De Gruyter
• Date d'édition: 2022
• Langue: anglais
• ISBN 10: 3110737612
• ISBN 13: 9783110737615
• Reliure: Broché
• Nombre de pages: 311
• Éditeur: Joy Annamma
• Coordonnées du fabricant: Walter de Gruyter GmbH; productsafety@degruyterbrill.com; ; Genthiner Straße 13; Berlin; 10785; Allemagne