The Future of Luxury Brands: Artification and Sustainability

The Future of Luxury Brands explores the intersection of sustainability and artification in the luxury marketing industry, examining three interrelated segments: the art world, fashion, and fine wines, through the dual lenses of sustainability and artification. It emphasizes the importance of ethical and sustainable business practices, as well as the reconception of non-art as art, in enhancing consumer engagement and elevating commercial products to the status of works of art.

Format: Paperback / softback
Length: 311 pages
Publication date: 21 February 2022
Publisher: De Gruyter

Luxury brand marketing strategies are increasingly focused on the concepts of artification and sustainability, which are integral to their success. Artification refers to the ongoing transformation of the art world, while sustainability is a crucial response to the pressing issues of our time. The Future of Luxury Brands explores three interconnected luxury-marketing segments: the art world, fashion, and fine wines, including hospitality services, through the dual lenses of sustainability and artification.

Sustainability has become a central concern for consumers, encompassing both moral and ethical principles and sound business practices. It involves safeguarding human and natural resources, upholding labor rights
standards, and protecting the environment. Luxury brands are recognizing the importance of sustainability and integrating it into their operations to appeal to environmentally conscious consumers.

Artification, on the other hand, involves reconceiving non-art products as art, granting them the same level of prestige and value as works of art. This process applies the cachet of art to commercial products, enhancing their appeal and desirability. Artification can increase consumer engagement and create a sense of exclusivity, as products that are considered works of art are often perceived as rare and valuable.

The Future of Luxury Brands examines the interplay between artification and sustainability in the luxury industry, providing valuable insights for practitioners working in luxury product companies and students of luxury brand marketing. It explores how luxury brands can leverage art and sustainability to create unique and differentiated offerings, build brand loyalty, and drive sales growth.

The book also discusses the challenges and opportunities that arise from integrating artification and sustainability into marketing strategies. It highlights the need for luxury brands to balance their commercial objectives with their social and environmental responsibilities, and to communicate their commitment to sustainability effectively to consumers.

In conclusion, the concepts of artification and sustainability are at the heart of luxury brand marketing strategies, and The Future of Luxury Brands provides a comprehensive examination of these two critical pillars. By exploring the intersection of art and commerce, the book offers valuable insights for practitioners and students of luxury brand marketing, helping them navigate the complex and rapidly evolving landscape of the luxury industry.

Weight: 554g
Dimension: 169 x 243 x 24 (mm)
ISBN-13: 9783110737615