Scribd Logo
Upload

Welcome to Scribd!

  • 46 views

    Consumer Perceptions Towards An Art-Luxury Brand Image - A Case Study of Louis Vuitton

    Uploaded by

    José Manuel Esteban
    This document summarizes a research study on consumer perceptions of luxury brand Louis Vuitton's art-related initiatives and brand extensions. The study uses a case study approach and meta-ethnographic review of past research on LV, as well as a consumer survey. Key findings include that LV has established an "art-luxury brand image" through its Foundation Louis Vuitton contemporary art museum and limited edition artist collaborations. The research aims to understand consumer views of how art-related products versus services, and spill-over effects from artworks versus artists, influence LV's brand image.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Consumer Perceptions Towards An Art-Luxury Brand Image - A Case Study of Louis Vuitton

    Uploaded by

    José Manuel Esteban
    46 views3 pages
    This document summarizes a research study on consumer perceptions of luxury brand Louis Vuitton's art-related initiatives and brand extensions. The study uses a case study approach and meta-ethnographic review of past research on LV, as well as a consumer survey. Key findings include that LV has established an "art-luxury brand image" through its Foundation Louis Vuitton contemporary art museum and limited edition artist collaborations. The research aims to understand consumer views of how art-related products versus services, and spill-over effects from artworks versus artists, influence LV's brand image.

    Original Title

    CONSUMER_PERCEPTIONS_TOWARDS_AN_ART-LUXURY_BRAND_I

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document summarizes a research study on consumer perceptions of luxury brand Louis Vuitton's art-related initiatives and brand extensions. The study uses a case study approach and meta-ethnographic review of past research on LV, as well as a consumer survey. Key findings include that LV has established an "art-luxury brand image" through its Foundation Louis Vuitton contemporary art museum and limited edition artist collaborations. The research aims to understand consumer views of how art-related products versus services, and spill-over effects from artworks versus artists, influence LV's brand image.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    46 views3 pages

    Consumer Perceptions Towards An Art-Luxury Brand Image - A Case Study of Louis Vuitton

    Uploaded by

    José Manuel Esteban
    This document summarizes a research study on consumer perceptions of luxury brand Louis Vuitton's art-related initiatives and brand extensions. The study uses a case study approach and meta-ethnographic review of past research on LV, as well as a consumer survey. Key findings include that LV has established an "art-luxury brand image" through its Foundation Louis Vuitton contemporary art museum and limited edition artist collaborations. The research aims to understand consumer views of how art-related products versus services, and spill-over effects from artworks versus artists, influence LV's brand image.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 3

    See discussions, stats, and author profiles for this publication at: https://www.researchgate.

    net/publication/334398906

    CONSUMER PERCEPTIONS TOWARDS AN ART-LUXURY BRAND IMAGE - A CASE


    STUDY OF LOUIS VUITTON

    Article · July 2019


    DOI: 10.15444/GFMC2019.02.05.02

    CITATIONS READS
    0 402

    2 authors, including:

    Eirini Bazaki
    University of Southampton
    9 PUBLICATIONS   1 CITATION   

    SEE PROFILE

    Some of the authors of this publication are also working on these related projects:

    Education Development Fund - Centre for Higher Education Practice View project

    All content following this page was uploaded by Eirini Bazaki on 23 July 2019.

    The user has requested enhancement of the downloaded file.


    2019 Global Fashion Management Conference at Paris

    2019 Global Fashion Management Conference at Paris Proceedings: 213-214 (July 2019)
    https://doi.org/10.15444/GFMC2019.02.05.02

    CONSUMER PERCEPTIONS TOWARDS AN ART-LUXURY BRAND


    IMAGE - A CASE STUDY OF LOUIS VUITTON

    Eirini Bazaki, Winchester School of Art, University of Southampton, UK 1


    Jia Ren, Winchester School of Art, University of Southampton, UK

    ABSTRACT

    The dawn of the new millennium has given birth to a new era for luxury brands. The
    prevailing luxury brand strategy of that new era seems to be the art-luxury alliances
    (Koronaki et al., 2018; Chailan, 2018), i.e., Yves Saint Laurent typical Mondrian dress,
    Coach collaboration with Keith Haring in Spring 2018 runway, Dior collaboration with
    New York based artist ‘Kews’ in 2019. Facing this new phenomenon there are several
    questions that seek answers - why luxury brands strive to collaborate with art? What are
    the reasons for those activities? Are they out of the charitable purpose or commercial
    consideration? How consumers see art-related brand extensions and what influences their
    perceptions? This research aims to explore consumer perceptions towards a luxury brand
    image that has extended into art-related products and services. A typical example of a
    luxury brand with art-related initiatives is that of Louis Vuitton. Since the establishment of
    Foundation Louis Vuitton in 2014, a private museum for contemporary art, Louis Vuitton
    has released several artists’ limited collections, including Stephen Sprouse Louis Vuitton
    and Takashi Murakami’s Colourful Monogram Collection.

    In line with past research that considers the case study a valid research tool for examining
    business practices of luxury brands (Cavender and Kincade, 2013; Tynan et al., 2010), this
    study uses the case of Louis Vuitton. Louis Vuitton financial and marketing leader in the
    luxury sector is selected as a sample company as it is likely that its practices are emulated
    by other luxury brands in the sector (Cavender and Kincade, 2013). It is also possible that
    future research examining a larger sample of companies would yield similar findings,
    strengthening the external validity of the study (Cavender and Kincade, 2013). The study
    uses a meta-ethnographic approach to review and synthesize qualitative studies published
    in relation to the case. An online questionnaire is also used to compare consumer
    perceptions towards art-related product brand extensions vs. art-related service brand
    extensions and spill-over effects from artworks to the luxury brand vs. spill-over effects
    from the artists to the luxury brand.

    The study yields some interesting findings for small and big luxury brands wishing to
    establish an art-luxury brand image.

    Keywords: art, luxury brand image, brand extensions, spill-over effects

    References

    1 [email protected]

    213
    2019 Global Fashion Management Conference at Paris

    Cavender, R. and Kincade, D.H. (2013). Management of a luxury brand: dimensions and
    sub-variables from a case study of LVMH. Journal of Fashion Marketing
    Management, 18, 2, 231-248.
    Chailan, C. (2018). Art as a means to recreate luxury brand’s rarity and value. Journal of
    Business Research. 85, (April), 414-423.
    Koronaki, E., Kyrousi, A.G., Panigyrakis, G.G. (2018). The emotional value of arts-based
    initiatives: Strengthening the luxury brand-consumer relationship. Journal of
    business Research, 85, (April), 406-413.
    Tynan, C. McKechnie, S. and Chhuon, C. (2010). Co-creating value for luxury brands.
    Journal of Business Research, 63, 11, 1156-1163.

    214

    View publication stats

    You might also like