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

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.