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The Use of Art for Branding Purposes - A Study of Louis Vuitton’s Art Collaborations

Palmitessa, Martina LU (2013) KOVK02 20122
Division of Art History and Visual Studies
Abstract
Title: The use of art for branding purposes - A study of Louis Vuitton’s art collaborations

Louis Vuitton’s creative director, Marc Jacobs, personally describes the fine arts as being higher up in the social hierarchy than fashion. After all, it is known as the ultimate luxury item. This essay will explore the way that the brand uses art in various ways as a means of branding. After extensive research I have distinguished four main approaches to art made by the brand: artist-designed limited edition collections; independent artworks displayed in connection to Louis Vuitton locations; the brand’s own art museums; and ultimately, sponsorships of the arts. This study will hence discuss and account for these approaches while investigating... (More)
Title: The use of art for branding purposes - A study of Louis Vuitton’s art collaborations

Louis Vuitton’s creative director, Marc Jacobs, personally describes the fine arts as being higher up in the social hierarchy than fashion. After all, it is known as the ultimate luxury item. This essay will explore the way that the brand uses art in various ways as a means of branding. After extensive research I have distinguished four main approaches to art made by the brand: artist-designed limited edition collections; independent artworks displayed in connection to Louis Vuitton locations; the brand’s own art museums; and ultimately, sponsorships of the arts. This study will hence discuss and account for these approaches while investigating the role of the consumer as individual in context. As theoretical foundation I have looked to Becker and the book Art worlds, which is his most renowned work, as well as to Bourdieu and his notions of field, habitus and capital. All with the scope to examine the fashion brand’s relation to the fine arts and motives behind this increasingly intensified approach. It will be demonstrated how Louis Vuitton, through art, creates a parallel sideline to the commercial fashion production, targeting intellectuals and members of the high culture in order to reach out to different customers, broaden their clientele, increase sales and gain influence. (Less)
Please use this url to cite or link to this publication:
author
Palmitessa, Martina LU
supervisor
organization
course
KOVK02 20122
year
type
M2 - Bachelor Degree
subject
keywords
Louis Vuitton, branding, art collaborations, fields, art worlds
language
English
id
3437046
date added to LUP
2013-01-31 13:32:53
date last changed
2013-01-31 13:32:53
@misc{3437046,
  abstract     = {Title: The use of art for branding purposes - A study of Louis Vuitton’s art collaborations

Louis Vuitton’s creative director, Marc Jacobs, personally describes the fine arts as being higher up in the social hierarchy than fashion. After all, it is known as the ultimate luxury item. This essay will explore the way that the brand uses art in various ways as a means of branding. After extensive research I have distinguished four main approaches to art made by the brand: artist-designed limited edition collections; independent artworks displayed in connection to Louis Vuitton locations; the brand’s own art museums; and ultimately, sponsorships of the arts. This study will hence discuss and account for these approaches while investigating the role of the consumer as individual in context. As theoretical foundation I have looked to Becker and the book Art worlds, which is his most renowned work, as well as to Bourdieu and his notions of field, habitus and capital. All with the scope to examine the fashion brand’s relation to the fine arts and motives behind this increasingly intensified approach. It will be demonstrated how Louis Vuitton, through art, creates a parallel sideline to the commercial fashion production, targeting intellectuals and members of the high culture in order to reach out to different customers, broaden their clientele, increase sales and gain influence.},
  author       = {Palmitessa, Martina},
  keyword      = {Louis Vuitton,branding,art collaborations,fields,art worlds},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Use of Art for Branding Purposes - A Study of Louis Vuitton’s Art Collaborations},
  year         = {2013},
}