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.
