Section 3: The artification of Luxury

Question 1

Cultural capital

Answer 1

set of norms, values, beliefs and other psychological responses that determine purchase choices, expressed tastes and consumption

Question 2

What is art? 4 main dimensions

Answer 2

1. Value
2. Context
3. Representation & meaning
4. Technique & Expression

Question 3

OFT, The 3 different forms of marketing

Answer 3

1. Marketing of arts - Cité de Vin, Universal Studios.
2. Understand art audiences (consumer’s subjectivity)
3. Apply the strategic marketing process
4. Brand identity and communicate value
5. Deliver value through great customer experience, pricing and communication strategies.
6. Marketing from arts - Harry Potter, Picasso, Lady Gaga
   “Artification = transforming a brand into an example of art”
   Chanel Mobile Art Container and Louis Vuitton flagship store in Hong Kong as a museum.
7. Marketing through arts - Telephone music video product placement Coca Cola, Muzak etc.

Question 4

Artification

Answer 4

Process of transforming a brand into an example of art

Question 5

Name 3 advantages with art

Answer 5

Art can bring luxury aesthetic endorsement, non commercial connotations and a paradoxical legitimisation of its high prices.

1. Foster more humanistic motivations - access to beauty and depth
2. Important to demonstrate that the luxury brand does not only rely on the basis of money (conspicuous consumption) but also considers culture, intelligence and the ability to value artwork.
3. Luxury transforms limited edition into authentic artworks.

Question 6

Charismatic legitimacy

Answer 6

Creating devotion to the exceptional character of a leader and dramatized in his or her persona.

Question 7

Art infusion

Answer 7

The influence that the presence of art has on consumer perceptions and evaluations of products with which it is associated

• a consumer-focused perspective of art

Question 8

What does the consumer-focused perspective mean?

Answer 8

Art is that which viewers categorize as such!

Question 9

2 definitions of art!

Answer 9

“Artworks are works that are perceived as skillfull and creative expressions
of human experience, in which the manner of creation is not primarily driven
by any other function.”

“An artistic product is a complex object, multiform and meeting various
requirements whose symbolic, aesthetic and hedonic dimensions imply that
the individual or shared experience rely on consumers subjectivity.”

Question 10

Arts marketing - product oriented approach

Answer 10

“Creativity is said to be self-oriented and the artist’s goal is
simply to satisfy an individual’s
need to express oneself”

Aim: invite consumers to know
and appreciate a work, distribute
and disseminate a work
→ Marketing the supply

Question 11

Arts marketing - consumer-oriented approach

Answer 11

Assumption: According to the
marketing philosophy, product are not defined on the basis of their objective attributes but on their perceived capacity to satisfy specific needs

Aim: provide to consumers
aesthetic/experiential products
that satisfy their needs and desires
→ Applying strategic marketing
processes

Question 12

What is the key to maintain luxury brand legitimacy?

Answer 12

Managing the charismatic aura of the artistic director - Karl Lagerfeldt for example

Charismatic legitimacy

Question 13

Give an example of Art Infusion!

Answer 13

Hermès collaboration with Hiroshi Sugimoto!

Ikeas ad using Banksy’s style with fire