ENGLISH

When Luxury Meets Art: Forms of Collaboration between Luxury Brands and the Arts

By Olga Louisa Kastner (auth.)

Book information

Publisher
Gabler Verlag
Year
2014
ISBN
978-3-658-04575-3, 978-3-658-04576-0
DOI
10.1007/978-3-658-04576-0
Language
english
Format
PDF
Filesize
2 MB (1848168 bytes)
Series
BestMasters
Edition
1
Pages
127\137
Time added
2014-01-18 08:00:00
Marketing; Market Research

Description

Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.

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