Article2018

Art as strategic branding tool for luxury fashion brands

48 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Purpose This study aims to understand the lasting relationship between luxury fashion and art. The purpose of the paper is to explore whether the application of art, the cooperation with artists, the implementation of experiential strategies focusing on retail spaces and shows embedded in the strategic concept of a luxury brand lead to a competitive advantage and to a sustained value creation for luxury brands. Design/methodology/approach Based on the literature, the strategic role of art and the importance of experiential marketing for the value creation of European luxury fashion brands was explored through empirical data collection, consisting of 26 semi-structured in-depth interviews. The gained data have been analysed through a thematic analysis approach and triangulated to avoid bias. Findings The exploratory study revealed that when art is applied as a strategic tool, it is of relevance to achieve an authentic fit to the brand. When integrating art consistently and authentically within the whole value chain system, it leads to a higher brand equity. Practical implications The paper provides a guide for both academics and marketers as theoretical frameworks are examined, analysed and future recommendations are given, which are suited to be applied within the brand management principles. Originality/value The outcome contributes to a wider delineation regarding the future of luxury brands. The study reveals novel viewpoints concerning the integration of arts in luxury brand marketing and adds to existing literature.

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References

2006Using thematic analysis in psychology 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2024Interpreting Qualitative Data 2005Blue ocean strategy : how to create uncontested market space and make the competition irrelevant 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 2009Luxury brand marketing – The experience is everything!2011Sensory marketing: the multi‐sensory brand‐experience concept 2009Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand

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