Growth is the largest challenge to get a luxury brand for the reason that volume dilutes the brand cachet. In addition, it offends the credo of rarity on which the luxury sector is originally based. This article reveals how the current leading high-end brands utilize 'artification,' a process of transformation of non-art into art, to circumvent the volume issue. Artification takes investment that is substantial and timely. It requires the active collaboration of distinguished artists and art authorities. The aim will be to ameliorate the status of the brand, of its creator and products, and in thus doing, to augment the theory of a better-than-ordinary brand whose cost and representational power are undisputed.
The Artification of Luxury From Artisans to Artists case study solution
PUBLICATION DATE: May 15, 2014 PRODUCT #: BH609-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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