EAN: 9783110737615

THE FUTURE OF LUXURY BRANDS KARTONIERT (TB)

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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