The Future of Luxury Brands

Published by De Gruyter 2022

The Future of Luxury Brands

Artification and Sustainability

Edited by: Annamma Joy

https://doi.org/10.1515/9783110732757

Overview
Contents

About this book

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.

The first book to examine sustainability and artification as strategic pillars of marketing strategies in the luxury industry.
Explores four major interrelated luxury-marketing segments: the art world, fashion, hospitality services and fine wines.

Author information

Annamma Joy is Professor of Marketing on the Faculty of Management at the University of British Columbia (Canada)

Topics

Frontmatter Publicly Available Download PDF	I
Advance Praise for The Future of Luxury Brands: Artification and Sustainability Publicly Available Download PDF	V
Acknowledgments Publicly Available Download PDF	IX
Contents Publicly Available Download PDF	XI
Chapter 1 Artification and Sustainability: Foundational Pillars of the Luxury Worlds of Art, Fashion, and Wine Annamma Joy Requires Authentication Unlicensed Licensed Download PDF	1
Part 1: Luxury in the Time of Covid-19
Chapter 2 Luxury Consumption and Covid-19 Russell W. Belk Requires Authentication Unlicensed Licensed Download PDF	35
Part 2: The Art World
Chapter 3 Organizational Aesthetics as Exploring the Spiritual of the Social Pierre Guillet De Monthoux Requires Authentication Unlicensed Licensed Download PDF	57
Chapter 4 Being at Burning Man: Fabulations and Provocations John F. Sherry and Robert V. Kozinets Requires Authentication Unlicensed Licensed Download PDF	73
Chapter 5 Valued Belongings: Museums and the Luxury Art Market Amanda Sorensen and Susan Rowley Requires Authentication Unlicensed Licensed Download PDF	95
Chapter 6 Art and Aesthetics in the Future of Luxury Henrik Hagtvedt Requires Authentication Unlicensed Licensed Download PDF	115
Part 3: The World of Fashion
Chapter 7 Wearing the Writing on the Wall: Streetwear and Street Art Laurie A. Meamber and Annamma Joy Requires Authentication Unlicensed Licensed Download PDF	137
Chapter 8 Seller and Consumer Activists in the World of Canadian Diamonds: A Case of Italian Political Consumerism Linda Armano and Annamma Joy Requires Authentication Unlicensed Licensed Download PDF	155
Chapter 9 That’s So Trashy – Artification of Waste in the Luxury Fashion Industry Claudia E. Henninger, Taylor Brydges, Celina Jones and Aurelie Le Normand Requires Authentication Unlicensed Licensed Download PDF	169
Chapter 10 Luxury Resale Shaping the Future of Fashion Linda Lisa Maria Turunen Requires Authentication Unlicensed Licensed Download PDF	185
Part 4: Wine and Hospitality Services
Chapter 11 Artification and Social Responsibility in the Context of Fine Wine: Opus One Bianca Grohmann Requires Authentication Unlicensed Licensed Download PDF	205
Chapter 12 Sustainable Transformative Wine Tourism: Applications in Experiential Educational Tourism Donna Senese and Darcen Esau Publicly Available Download PDF	231
Chapter 13 Wines and Subversive Art: A Conceptual Definition of Natural Wines Camilo Peña Requires Authentication Unlicensed Licensed Download PDF	251
Chapter 14 The Artification of Hospitality: Elevating Service to Luxury Status Kathryn A. Latour and Annamma Joy Requires Authentication Unlicensed Licensed Download PDF	265
List of Contributors Requires Authentication Unlicensed Licensed Download PDF	287
About the Editor Requires Authentication Unlicensed Licensed Download PDF	291
List of Figures Requires Authentication Unlicensed Licensed Download PDF	293
List of Tables Requires Authentication Unlicensed Licensed Download PDF	295
Index Requires Authentication Unlicensed Licensed Download PDF	297

(Deutsch)

Language: English
Publisher: De Gruyter
Audience: Practitioners working in luxury product companies and students taking Masters courses in luxury brand marketing.
Pages
- Front matter: 13
- Main content: 298
Illustrations
- Illustrations: 4
- Coloured Illustrations: 12
- Tables: 4
- Coloured Tables: 1
Keywords: Luxury Brand Marketing; Artification; Sustainability; Luxury Goods; Brand Management

eBook

Published: February 7, 2022
ISBN: 9783110732757

Paperback

Published: February 21, 2022
ISBN: 9783110737615