Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry

Shiyi Huang

doi:10.54254/2754-1169/55/20230946

Research Article

Open access

Published on 1 December 2023

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Huang,S. (2023). Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry. Advances in Economics, Management and Political Sciences,55,7-15.

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Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry

Shiyi Huang *^,1,

¹ Wellington College International Shanghai

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/55/20230946

Abstract

Art co-branding is an increasingly huge fashion industry trend with great potential and unknown risks. In this paper, marketing strategies and trends are the main focuses in terms of the art co-branding of fashion brands. The method used includes literature research and two case studies of Louis Vuitton collaborating with Yayoi Kusama and Dior Lady Art, examining their marketing strategies and performances. Increase in product value, maintenance of scarcity, and construction of in-depth customer relationships are the three main reasons contributing to the win-win outcome of art co-branding in the fashion industry. As a result, it is shown that art co-branding can contribute to highlighting the core of fashion brands and greatly increase brand awareness by choosing an artist with a matching concept through various marketing strategies. Art co-branding has the high potential to become widely used by fashion brands and act as an effective method to benefit all fashion brands in the future.

Keywords

fashion industry, art co-branding, marketing strategies

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References

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Cite this article

Huang,S. (2023). Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry. Advances in Economics, Management and Political Sciences,55,7-15.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-157-5(Print) / 978-1-83558-158-2(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.55

ISSN：2754-1169(Print) / 2754-1177(Online)

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