Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry

Huiru Yang; Delia Vazquez; Marta Blazquez Cano

doi:10.1108/978-1-80071-330-720211009

Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry

Huiru Yang, Delia Vazquez, Marta Blazquez Cano

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

Abstract

The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for cultural customers as they could engage in cognitive, emotional and imaginal activities to endowing meanings to products or services. Hence, bridging art and luxury is of significance for luxury brands to create value and engage their customers. This chapter delivers the essence of value for luxury brands and their customers and focusses on how luxury brands deploy art-based initiatives as a favourable technique in which value co-creation takes place

Original language	English
Title of host publication	Creativity and Marketing
Subtitle of host publication	The Fuel for Success
Editors	Eleonora Pantano
Place of Publication	Bingley
Publisher	Emerald Publishing Limited
Pages	133-147
Number of pages	15
ISBN (Electronic)	9781800713314
ISBN (Print)	9781800713307
DOIs	https://doi.org/10.1108/978-1-80071-330-720211009
Publication status	Published - 2 Aug 2021

Keywords

art-based initiatives
service logic
value co-creation
luxury fashion brand
artification
value-in-use

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10.1108/978-1-80071-330-720211009

Cite this

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Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry

Abstract

Keywords

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