Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige

Masè, Stefania; Cedrola, Elena

doi:10.1057/978-1-137-52343-3_6

Cited by 12 publications

(5 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The study by Lee et al extends that of Genevieve, Elena Cedrola et al with two studies using the Louis Vuitton (LV) brand, demonstrating that the connotations of art for luxury, class, and prestige can be transferred to related products, thus enhancing the significant value associated with social status and perception [13]. Secondly, the exclusivity of art can enhance the perceived unique value of a product, a luxury brand with artwork can enhance the perceived quality value of the brand, and the connotations of luxury, class, and prestige in the art can satisfy consumers' emotions and selfesteem for perceived hedonic value Reward demand.…”

Section: Literature Reviewmentioning

confidence: 79%

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

Xu¹

2022

HBEM

View full text Add to dashboard Cite

With the rejuvenation and diversification of the luxury market, luxury brands face the challenge of maintaining economic growth while considering the challenges of brand image building and customer loyalty. There is growing evidence that the younger generation of customers will gradually become the protagonists of the luxury market. One of the customer journeys they care most about is matching personal and brand values and the consumption experience. From this perspective, this article uses case studies, comparative studies, and literature research, taking Cartier Beyond Boundaries - Cartier Palace Museum Crafts and Restoration Special Exhibition as the main case. By comparing with other luxury brands’ art exhibitions in Asia, Analyze and study why contemporary luxury brands have increased their artistic construction and the relationship between luxury brand curatorial activities in the Asian market. By implementing the recommendations in this paper, Cartier can create a digital environment within the experience of its artistic curatorial events, facilitating interaction with their products, stories, and artworks.

show abstract

Section: Literature Reviewmentioning

confidence: 79%

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

Xu¹

2022

HBEM

View full text Add to dashboard Cite

show abstract

“…Prominent fashion brands profit from their acclaimed position by "ratifying" their goods (Masè and Cedrola 2017). An approach based on the arts called "artification" raises people's perceptions of the value and originality of fashion items.…”

Section: 'Artification' Of Fashionmentioning

confidence: 99%

From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding

Jankowska,

Sorokowska

2023

Laws

View full text Add to dashboard Cite

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 play a major role in the luxurious and premium end of the fashion business, this analysis proves that the top players do not necessarily observe the appropriate laws in these areas. The reader will see examples of the flouting of basic legal constraints by big players, e.g., copyrights or property rights, including the monetisation of the creativity of others with the expectation of no legal challenge. Offenders capitalise on the likelihood that a legal suit is too demanding for smaller players, such as foundations or museums.

show abstract

“…Бренд Louis Vuitton систематически использует инструмент коллаборации с искусством [Gasparina et al, 2009] и является лидером в применении артификации [Masè, Cedrola, 2017]. Термин «артификация» был введен Капферером и употребляется как синоним коллаборации брендов с искусством [Kapferer, 2014].…”

Section: влияние коллаборации с изобразительным искусством на идентичность люксового брендаunclassified

“…В 1997-2013 гг., когда пост креативного директора компании Louis Vuitton занимал Марк Джейкобс, связь бренда с искусством заметно усилилась, возрос и имидж бренда благодаря сотрудничеству с популярными художниками: Все упомянутые коллаборации имели коммерческий успех и широко освещались в прессе [Jang, 2006;Gasparina et al, 2009;Kastner, 2014]. Коллаборация с японским художником Такаши Мураками также была коммерчески успешна, и продукция стала бестселлером Louis Vuitton [Masè, Cedrola, 2017]. Кроме того, Louis Vuitton -самый популярный люксовый бренд в восприятии потребителей [Lee, Chen, Wang, 2015].…”

Section: влияние коллаборации с изобразительным искусством на идентичность люксового брендаunclassified

Influence of collaborations with visual art on luxury brand identity: Pilot study

Ochkovskaya¹,

Mkhitaryan²,

Indichekova³

et al. 2021

Vestnik SPbSU. Management

View full text Add to dashboard Cite

The article examines the collaborations of luxury brands with visual arts and its impact on the ingredients of brand identity using the example of Louis Vuitton. The purpose of this research is to investigate the impact of collaborations with visual art on luxury brand identity and find out what elements of identity are enhanced by collaborations. An online survey was conducted among luxury brand consumers. Both closed and open questions were included in the questionnaire. Totally 443 responses were received, and 295 of them were included in a representative sample of the study. The Louis Vuitton brand which systematically uses the collaborations with visual art and is one of the leaders in the application of brand artification was selected for this study. In the paper the main attention is focused on the Louis Vuitton products from the limited collections with the designs created in collaboration with the Japanese artists Takashi Murakami and Yayoi Kusama, and the American artist Jeff Koons. The modification in the Louis Vuitton brand identity caused by the collaborations was estimated on the basis of the Kapferer’s brand identity prism elements: physique, personality, culture, relationship, self-image, reflection. In accordance with the Kapferer’s brand identity prism, six hypotheses were formulated where three of them were fully confirmed and one hypothesis is partially verified. The research has demonstrated that the art collaborations with visual art enhance the intangible elements of the luxury brand identity — personality, culture and relationships but do not augment physique and self-image. This study has shown a partial impact of visual art collaboration on the luxury brand identity, however, the authors have not estimated the influence of other forms of art, for example, music. The impact of the other forms of arts may be considered in further research.

show abstract

Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige

Cited by 12 publications

References 13 publications

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding

Influence of collaborations with visual art on luxury brand identity: Pilot study

Contact Info

Product

Resources

About