Being Transformed by Luxury Fashion Brands’ Art Foundations

Alessia Grassi

doi:10.15444/GMC2020.11.05.08

Being Transformed by Luxury Fashion Brands’ Art Foundations

Alessia Grassi

Behavioural Research Centre

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

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.

Original language	English
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
Pages	1540-1542
Number of pages	3
DOIs	https://doi.org/10.15444/GMC2020.11.05.08
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 https://2020gamma.imweb.me/index

Conference

Conference	2020 Global Marketing Conference
Country/Territory	Korea, Republic of
City	Seoul
Period	5/11/20 → 8/11/20
Internet address	https://2020gamma.imweb.me/index

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10.15444/GMC2020.11.05.08Licence: Unspecified

Cite this

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title = "Being Transformed by Luxury Fashion Brands{\textquoteright} Art Foundations",

abstract = "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. ",

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Grassi, A 2020, Being Transformed by Luxury Fashion Brands’ Art Foundations. in Proceedings of the 2020 Global Marketing Conference : Bridging Asia and the World: New Marketing and Management in Digitally Connected World . Global Alliance of Marketing and Management Associations, pp. 1540-1542, 2020 Global Marketing Conference, Seoul, Korea, Republic of, 5/11/20. https://doi.org/10.15444/GMC2020.11.05.08

Being Transformed by Luxury Fashion Brands’ Art Foundations. / Grassi, Alessia.

Proceedings of the 2020 Global Marketing Conference : Bridging Asia and the World: New Marketing and Management in Digitally Connected World . Global Alliance of Marketing and Management Associations, 2020. p. 1540-1542.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Being Transformed by Luxury Fashion Brands’ Art Foundations

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