Titre : |
Luxury brands caught between scarcity and massification: how can luxury brands recreate value for their customers through Artketing? |
Type de document : |
Mémoire |
Auteurs : |
Victoria STEINHART, Auteur |
Année de publication : |
2021 |
Importance : |
31 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; INNOVATION ; MARKETING OPERATIONNEL ; INDUSTRIE DU LUXE SECTEUR
|
Résumé : |
Nowadays, with the globalization and the rise of digitalization, the luxury industry is facing an identity crisis and needs to respond to issues that have never been raised before. These emerging challenges which will be further explored during this dissertation put a lot of pressure on luxury brands and require them to come up with innovative strategies in order to maintain their symbolic power,recreate differentiation and thus, gain a sustainable competitive advantage.One of the strategies that has been pushed to the forefront by luxury houses is called “Artketing” which is a contraction of “Art” and “Marketing”. Even though this strategy could be applied by different types of brands, the luxury sector is the one that best succeeds at making this strategy appear natural and coherent due to its close proximity to the values and craftmanship conveyed by art. Art foundations represent the highest level of Artketing as they require a deeper level of engagement and huge investments. However, we can still wonder if Artketing is really efficient in order to recreate value from a consumer perspective. Do they really perceive an added value behind the association of art and luxury? Does it affect the perception they have of luxury brands? Does it influence their final purchase decision? Finally, is this relationship coherent and understandable for consumers? |
Programme : |
MSc Luxury Marketing |
Permalink : |
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