Art and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021

Titre : Art and luxury. What are the limits of the artification strategies of luxury companies? Type de document : Mémoire Auteurs : WEISGERBER CLOÉ, Auteur Année de publication : 2021 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ART ; INDUSTRIE DU LUXE SECTEUR ; CONSOMMATEUR Résumé : The needs and behaviors of luxury consumers are constantly evolving. Today, customers are looking for strong emotional experiences. More and more luxury houses are using artification strategies. The purpose of this research is to highlight the limits that these artification strategies implemented by luxury houses can present. This study is a qualitative research that includes 10 interviews. The interviews are divided into three parts: the first part allows to know what the interest of the interviewee in art and luxury can be, the second part concerns the reaction of the potential clients to the artification. Finally, the third part insists on the impact of this strategy,how consumers perceive it. Based on the previous research, the reasons for this strategy have been explained, then the risks identified: first of all the interpretation of consumers (trivialization, lack of artistic potential of the brand, questioning the purity and the commitment of the brand)then the difficulties for companies (adequacy with the DNA of the brand and its values, notoriety of the artist, evolution of digital). Despite the previous studies, this is a subject that remains very recent, very few papers have been developed on artification, and more particularly on its limits. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538846