From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding
Marlena Jankowska,
Berenika Sorokowska
Abstract:The purpose of this study is to explore the interaction between copyright, branding, marketing, and heritage protection with regard to a fashion brand. The authors use analytical-critical and legal-dogmatic methods, supplemented with desk research, a case study approach, and a review of the marketing literature. This paper argues that the top-tier fashion brands use the concept of artification in order to build their brands, mesmerize clientele, and increase revenues. Although design and reference to the arts … Show more
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