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Kunstkollaborationen im Luxusmarkenmanagement: Kunst als strategisches Instrument der Markenwertsteigerung

In: Kunstkollaborationen im Luxusmarkenmanagement

Author

Listed:
  • Franziska Scheuerle

    (La Maison LOREMO)

Abstract

ZusammenfassungDas Kapitel beleuchtet den Wandel des Luxusbegriffs von materiellen Statussymbolen hin zu immateriellen, kulturellen und wertebasierten Erfahrungen. Im Spannungsfeld zwischen Wachstum und Exklusivität wird Luxus zunehmend durch Nachhaltigkeit, Personalisierung, Transparenz, Innovation und gesellschaftliche Verantwortung definiert. Klassische Marketingstrategien treten zurück; an ihre Stelle tritt die Inszenierung der Marke als kulturelle Autorität, die sich durch Kunstkollaborationen, emotionale Resonanz und narrative Strahlkraft legitimiert. So wird der Luxusmarkt des Jahres 2030 nicht mehr über das Haben, sondern über das Sein, das Erleben und das Bedeutsame bestimmt.

Suggested Citation

  • Franziska Scheuerle, 2026. "Kunstkollaborationen im Luxusmarkenmanagement: Kunst als strategisches Instrument der Markenwertsteigerung," Springer Books, in: Kunstkollaborationen im Luxusmarkenmanagement, chapter 1, pages 1-53, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50580-6_1
    DOI: 10.1007/978-3-658-50580-6_1
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