Art to Enhance Consumer Engagement in the Luxury Fashion Domain

Research output: Contribution to journalArticle

Abstract

Purpose - This 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/approach – This 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.
Findings – Fondazione Prada has the potential for a deep engagement, but specific lacks of dialogue and interaction need 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/value – This 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. Hence, gain a significant competitive advantage for the brand.
Original languageEnglish
JournalJournal of Fashion Marketing and Management
Publication statusAccepted/In press - 12 Feb 2020

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Luxury
Art
Competitive advantage
Exclusivity
Design methodology
Structured interview
Spillover effects
Focus groups
Interaction
Template
Peers
Qualitative approaches
Interpretive

Cite this

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abstract = "Purpose - This 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/approach – This 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.Findings – Fondazione Prada has the potential for a deep engagement, but specific lacks of dialogue and interaction need 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/value – This 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. Hence, gain a significant competitive advantage for the brand.",
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