02993nam 22006255 450 991040770980332120260116202937.09783030261214303026121210.1007/978-3-030-26121-4(CKB)5310000000016796(MiAaPQ)EBC6231457(DE-He213)978-3-030-26121-4(PPN)248596993(Perlego)3481318(EXLCZ)99531000000001679620200618d2020 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierThe Artification of Luxury Fashion Brands Synergies, Contaminations, and Hybridizations /edited by Marta Massi, Alex Turrini1st ed. 2020.Cham :Springer International Publishing :Imprint: Palgrave Pivot,2020.1 online resource (181 pages)Palgrave Studies in Practice: Global Fashion Brand Management,2523-35139783030261207 3030261204 1. When Fashion Met Arts: The Artification of Fashion Brands -- 2. Brunello Cucinelli, a humanistic approach to fashion -- 3. Trussardi and the art of promoting art -- 4. Gucci: Branding art or art branding? -- 5. Christian Dior: The Art of Haute Couture -- 6. Balenciaga, the Master of Haute Couture -- 7. Conclusion.Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.Palgrave Studies in Practice: Global Fashion Brand Management,2523-3513MarketingIndustriesArtsMarketingIndustriesFine ArtMarketing.Industries.Arts.Marketing.Industries.Fine Art.746.920688746.920688Massi Marta1980-edthttp://id.loc.gov/vocabulary/relators/edtTurrini Alex1973-edthttp://id.loc.gov/vocabulary/relators/edtMiAaPQMiAaPQMiAaPQBOOK9910407709803321The Artification of Luxury Fashion Brands2241059UNINA