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This paper focuses on determining factors that might help to deliver transformative experiences for luxury fashion brands. The identified factors, once framed, were then tested by evaluating the experience of art foundations owned by luxury fashion brands – contemporary art museums and in particular Louis Vuitton and Prada. By providing transformative experiences, meaning for their customers, luxury brands can gain a significant competitive advantage, thus the importance to better understand how to deliver these kinds of experiences in the luxury fashion domain.
|Title of host publication||Proceedings of the 2020 Global Marketing Conference|
|Subtitle of host publication||Bridging Asia and the World: New Marketing and Management in Digitally Connected World|
|Publisher||Global Alliance of Marketing and Management Associations|
|Number of pages||3|
|Publication status||Published - 1 Nov 2020|
|Event||2020 Global Marketing Conference: Bridging Asia and the World: New Marketing and Management in Digitally Connected World - Online Conference, Seoul, Korea, Republic of|
Duration: 5 Nov 2020 → 8 Nov 2020
|Conference||2020 Global Marketing Conference|
|Country||Korea, Republic of|
|Period||5/11/20 → 8/11/20|
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- 1 Oral presentation