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Artification of Luxury Fashion Brands Synergies, Contaminations, and Hybridizations

Massi, Marta Turrini, Alex
Innbundet / 2020 / Engelsk

Produktdetaljer

ISBN
9783030261207
Publisert
2020-06-19
Utgiver
Vendor
Springer Nature Switzerland AG
Høyde
210 mm
Bredde
148 mm
Aldersnivå
Research, UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet

Redaktør
Massi, Marta
Turrini, Alex
Foreword by
Kapferer, Jean-Noël

Om bidragsyterne

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.


Artification of Luxury Fashion Brands Synergies, Contaminations, and Hybridizations

Massi, Marta Turrini, Alex
Innbundet / 2020 / Engelsk
Massi, Marta Turrini, Alex
Innbundet / 2020 / Engelsk
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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.
Les mer
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. 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.
Les mer
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.
Les mer
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.
Les mer
Offers theoretical foundations to explain and justify the collaboration between art and fashion, presenting concrete examples of firms that employ the arts strategically to strengthen their reputation and image Offers a new perspective on the hybridization and synergies between fashion and art from a business point of view, overcoming the sociological perspective from which these phenomena are usually looked at Brings together fashion and arts scholars to provide insights into pros and cons of the collaborations between art and fashion
Les mer
GPSR Compliance The European Union's (EU) General Product Safety Regulation (GPSR) is a set of rules that requires consumer products to be safe and our obligations to ensure this. If you have any concerns about our products you can contact us on ProductSafety@springernature.com. In case Publisher is established outside the EU, the EU authorized representative is: Springer Nature Customer Service Center GmbH Europaplatz 3 69115 Heidelberg, Germany ProductSafety@springernature.com
Les mer

Relaterte produkter

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.
Les mer
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. 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.
Les mer
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.
Les mer
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.
Les mer
Offers theoretical foundations to explain and justify the collaboration between art and fashion, presenting concrete examples of firms that employ the arts strategically to strengthen their reputation and image Offers a new perspective on the hybridization and synergies between fashion and art from a business point of view, overcoming the sociological perspective from which these phenomena are usually looked at Brings together fashion and arts scholars to provide insights into pros and cons of the collaborations between art and fashion
Les mer
GPSR Compliance The European Union's (EU) General Product Safety Regulation (GPSR) is a set of rules that requires consumer products to be safe and our obligations to ensure this. If you have any concerns about our products you can contact us on ProductSafety@springernature.com. In case Publisher is established outside the EU, the EU authorized representative is: Springer Nature Customer Service Center GmbH Europaplatz 3 69115 Heidelberg, Germany ProductSafety@springernature.com
Les mer

Produktdetaljer

ISBN
9783030261207
Publisert
2020-06-19
Utgiver
Vendor
Springer Nature Switzerland AG
Høyde
210 mm
Bredde
148 mm
Aldersnivå
Research, UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet

Redaktør
Massi, Marta
Turrini, Alex
Foreword by
Kapferer, Jean-Noël

Om bidragsyterne

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.


Relaterte produkter