“Art and luxury have a long history of influencing each other to create timeless, aspirational experiences,” (sotherbyinstitue,2019).
The intersection between art and luxury has been a partnership that often sits hand in hand, but why do these two entities compliment each other so well, and how can I bring this to light within the book?
Within ‘The Luxury Strategy’ Kapferer maintains a relationship go hand in hand as they have a common importance of aesthetics, which he claims is the “raison d’etre of art and the indispensable condition of luxury”. He goes forward to display a relationship they both hold within sociological markers claiming designer jewellery is a luxury and an art, as is the architecture of a mansion of a museum. Many claim both entities are timeless due to their exclusivity, for example- in recent years luxury conglomerates have established their strong bond and connection to the arts. LVMH established their foundation in Paris, alongside brands such as Louis Vuitton collaboraing with artists such as Jeff Koons for fashion collections.
The relationship is almost a marriage between to entities that brands could cultivate more of to be able to establish brand equity and knowledge for the consumer. Emergence highlighting the work Swarovski do within the emerging arts scene not only shows a philanthropic aspect to the brand but an artistic side to the brand many are not aware of.
(Jn Kapferer,2012)
