Palgrave Studies in Practice: Global Fashion Brand Management: Synergies, Contaminations, and Hybridizations

Massi, Marta; Turrini, Alex; Kapferer, Jean-Noël

Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.

Details

Published by: Palgrave Pivot

Publication Date: 2020-06-19

Format: Hardcover

ISBN-13: 9783030261207

DOI: 10.1007/978-3-030-26121-4

Dimensions: 210cm x148cm

Pages: 166