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Sustainability, digitalization, and artification have become the
cornerstones of a successful business model in a world rocked by
the effects of a pandemic and a climate crisis. Organizational
strategies in the art, fashion, and wine industries have to be
redesigned to reflect these changes. The circular model discussed
in this work provides guidance and a vision for systematically
moving towards social and environmental sustainability from both a
production and consumption perspective. Digitalization provides a
viable alternative to brick and mortar and helps create a hybrid
presence for brands in both real and virtual worlds. Artification
is the process of elevating an object into a work of art and
closely mirrors the aestheticization of society in a postmodern
world. While selling online is a given, creating an auratic
atmosphere to envelop and provide an unforgettable experience
requires greater levels of creativity. Each chapter focuses on
aspects of consumer culture theory, with its emphasis on identity,
lifestyle, and symbolic meaning, with the introductory chapter
paying more attention to the application of practice theory to the
study of sustainability, artification, and digitalization. The
complementarity between the practice turn and the cultural turn
promises new insights.
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.
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R398
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