The Art Foundations of Luxury Fashion Brands: An Exploratory Investigation

Grassi, Alessia; Swindells, Stephen; Wigley, Stephen M.

doi:10.1163/9789004382435_005

Cited by 2 publications

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“…In this research, art is an intertwined domain with luxury, thus it is important to explore the concept of Engagement also in the art context. In this context, public engagement is "the involvement, participation, and interaction between one 'producer' of art and one (or a group of) 'receiver/s' of art in a two-way conversation for coproducing benefits and/or improving a situation" (Grassi et al, 2018). By taking this into account, engagement as a two-way conversation to co-produce benefits becomes particularly relevant when related to the luxury fashion domain.…”

Section: The Importance Of Engagement In the Luxury Fashion Domainmentioning

confidence: 99%

Art to enhance consumer engagement in the luxury fashion domain

Grassi

2020

JFMM

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PurposeThis paper explores an opportunity for luxury fashion brands to strengthen their engagement with consumers through the arts and without undermining the exclusivity of the luxury product.Design/methodology/approachThis paper is based on an interpretive qualitative approach aiming to specifically investigate Fondazione Prada – a contemporary art gallery owned and managed by the fashion brand Prada. Data were collected through semi-structured interviews and a focus group implemented with the “mystery shopper” technique. Template analysis was used to analyse the data.FindingsFondazione Prada has the potential for a deep engagement, but specific lack of dialogue and interaction needs to be addressed. Learning from and sharing values with the public through a two-way peer conversation elicited by contemporary art will benefit both the foundation and the fashion brand, in generating value as the result of a spillover effect. Thus, a significant competitive advantage might be gained.Originality/valueThis paper extends work on consumer brand engagement in physical and non-commercial “brand's places”, by evaluating the engagement provided by contemporary art foundations owned by luxury fashion brands. By leveraging the engaging nature of contemporary art, luxury fashion brands could provide an inclusive and engaging experience without undermining the characteristic of exclusivity of the luxury product and hence, gain a significant competitive advantage for the brand.

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Section: The Importance Of Engagement In the Luxury Fashion Domainmentioning

confidence: 99%