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Luxury Brand Authenticity and the Influence of Art - The Cases of Hermès - Artistic Collaborations within the Luxury Industry

  • The proximity between luxury and art is used by luxury brands to attain artistic characteristics to overcome the challenges of growth and legitimization. Authenticity is essential to luxury brands, yet research that investigates the influence of art on the specific brand dimension is scarce. This thesis theoretically combines the concept of luxury and art and establishes a basis on the importance of luxury brand authenticity. This thesis investigates how the proximity between luxury and art influences luxury brand authenticity. Following an integrative literature review, an analysis of two exemplary cases was conducted. The cases portray artistic collaboration and conflict with the luxury brand Hermès. The analysis shows that luxury brand authenticity is positively influenced by the collaboration with an artist, whereas the conflict between the brand and an artist predominantly weakens the authenticity of Hermès. The results are unable to generate general influential factors on brand authenticity but show that the proximity of art and luxury influences the authenticity of luxury brands. They have implications on luxury brand management and the importance of the freedom of artistic expression. This thesis sets the foundation for future research by highlighting the relevance of the influence of the proximity of art to luxury brands.

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Metadaten
Author:Philana Marie Zimny
Advisor:Torsten Tristan Straub, Sebastian Schunke
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2022/07/22
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2023/01/30
Tag:art; artistic collaboration; artistic conflict; authenticity; luxury; luxury brands
Institutes:FB I - Wirtschaftswissenschaften / International Business Management (IBMAN) B.A.
Licence (German):License LogoUrheberrechtsschutz