The Artification of Luxury Fashion Brands Synergies, Contaminations,
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case
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The Artification of Luxury Fashion Brands Synergies, Contaminations, and Hybridizations Edited by
Marta Massi · Alex Turrini Foreword by Jean-Noël Kapferer
Palgrave Studies in Practice: Global Fashion Brand Management
Series Editors Byoungho Ellie Jin Wilson College of Textiles North Carolina State University Raleigh, NC, USA Elena Cedrola Department of Economics and Law University of Macerata Macerata, Italy
Branding and internationalization are critical aspects of any business, and the fashion industry is especially global in nature. Very few apparel items are entirely produced within one country, and it is relatively easier for fashion brands to enter international markets because little financial investment is required, small-scale retail space is possible, and economies of scale can be maximized. Accordingly, there are more successful internationalization cases in the fashion industry than any other sector, yet no one text handles these critical topics (i.e., branding and internationalization) in one book, particularly in case study format. This series will focus on fashion brand cases that have been successful in global marketplaces. By examining their strategies in diverse aspects such as internationalization, innovation, branding and communication, and retail management, these books will help students, scholars, and practitioners grasp lesserknown yet effective international marketing strategies.
More information about this series at http://www.palgrave.com/gp/series/14598
Marta Massi · Alex Turrini Editors
The Artification of Luxury Fashion Brands Synergies, Contaminations, and Hybridizations
Editors Marta Massi Desautels Faculty of Management McGill University Montréal, Canada
Alex Turrini Bocconi University Milan, Italy
Foreword by Jean-Noël Kapferer INSEEC U. Paris, France
ISSN 2523-3505 ISSN 2523-3513 (electronic) Palgrave Studies in Practice: Global Fashion Brand Management ISBN 978-3-030-26120-7 ISBN 978-3-030-26121-4 (eBook) https://doi.org/10.1007/978-3-030-26121-4 © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true a
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