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.
Author(s): Annamma Joy
Publisher: De Gruyter
Year: 2022
Language: English
Pages: 312
City: Berlin
Advance Praise for The Future of Luxury Brands: Artification and Sustainability
Acknowledgments
Contents
Chapter 1 Artification and Sustainability: Foundational Pillars of the Luxury Worlds of Art, Fashion, and Wine
Part 1: Luxury in the Time of Covid-19
Chapter 2 Luxury Consumption and Covid-19
Part 2: The Art World
Chapter 3 Organizational Aesthetics as Exploring the Spiritual of the Social
Chapter 4 Being at Burning Man: Fabulations and Provocations
Chapter 5 Valued Belongings: Museums and the Luxury Art Market
Chapter 6 Art and Aesthetics in the Future of Luxury
Part 3: The World of Fashion
Chapter 7 Wearing the Writing on the Wall: Streetwear and Street Art
Chapter 8 Seller and Consumer Activists in the World of Canadian Diamonds: A Case of Italian Political Consumerism
Chapter 9 That’s So Trashy – Artification of Waste in the Luxury Fashion Industry
Chapter 10 Luxury Resale Shaping the Future of Fashion
Part 4: Wine and Hospitality Services
Chapter 11 Artification and Social Responsibility in the Context of Fine Wine: Opus One
Chapter 12 Sustainable Transformative Wine Tourism: Applications in Experiential Educational Tourism
Chapter 13 Wines and Subversive Art: A Conceptual Definition of Natural Wines
Chapter 14 The Artification of Hospitality: Elevating Service to Luxury Status
List of Contributors
About the Editor
List of Figures
List of Tables
Index
