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Fallstricke und Fehlerquellen:Zwischen Kunstfreiheit und Markenstrategie

In: Kunstkollaborationen im Luxusmarkenmanagement

Author

Listed:
  • Franziska Scheuerle

    (La Maison LOREMO)

Abstract

Zusammenfassung Das Kapitel analysiert die Fallstricke und Fehlerquellen von Luxusmarken-Kunst-Kollaborationen und zeigt, wie schnell kreative Allianzen in Imagekrisen umschlagen können. Anhand prominenter Beispiele wie Balenciaga oder Dior werden Risiken wie kulturelle Aneignung, Machtasymmetrien, Zielgruppeninkongruenz, politisch-soziale Fehltritte oder Verwässerung der Markenidentität illustriert. Zudem wird auf das Phänomen von Artwashing und Purpose-Washing eingegangen, das die Marken Glaubwürdigkeit kosten kann, wenn Kunst nur als dekoratives Imageinstrument dient. Das Kapitel betont, dass erfolgreiche Kollaborationen partnerschaftliche Gleichwertigkeit, klare Kommunikation, kuratorische Begleitung und kulturelle Verantwortung erfordern, um Authentizität und langfristige Relevanz zu sichern.

Suggested Citation

  • Franziska Scheuerle, 2026. "Fallstricke und Fehlerquellen:Zwischen Kunstfreiheit und Markenstrategie," Springer Books, in: Kunstkollaborationen im Luxusmarkenmanagement, chapter 5, pages 159-194, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50580-6_5
    DOI: 10.1007/978-3-658-50580-6_5
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