Commercializing artistic authenticity via collaborative design

Abstract

Purpose – The purpose of this paper is to explore the value of the artist's authentic identity in fashion design and art collaborations and evaluate the efficiency of collaborative brand projects.Design/methodology/approach – Through the case study approach, this paper explores the attempts of Adidas to create authenticity by teaming up with artists. It also investigates consumer attitudes toward the brand's collaborative projects via a questionnaire survey.Findings – Authenticity can be understood in two general aspects: conceptual forms and incarnate forms. Within the value system of authenticity, Adidas' collaborative projects and diverse promotional strategies are to a large degree consistent with consumer aspirations. Nonetheless, the factors that contribute to authenticity via conceptual (e.g. originality, exclusivity) and incarnate forms (e.g. creative process, final designs) occupy different positions in the consumer's mind. This study also reveals that when a brand intends to launch such artistic...