Sustainability, digitalization, and artification have become the cornerstones of a successful business model in a world rocked by the effects of a pandemic and a climate crisis. Organizational strategies in the art, fashion, and wine industries have to be redesigned to reflect these changes. The circular model discussed in this work provides guidance and a vision for systematically moving towards social and environmental sustainability from both a production and consumption perspective. Digitalization provides a viable alternative to brick and mortar and helps create a hybrid presence for brands in both real and virtual worlds. Artification is the process of elevating an object into a work of art and closely mirrors the aestheticization of society in a postmodern world. While selling online is a given, creating an auratic atmosphere to envelop and provide an unforgettable experience requires greater levels of creativity. Each chapter focuses on aspects of consumer culture theory, with its emphasis on identity, lifestyle, and symbolic meaning, with the introductory chapter paying more attention to the application of practice theory to the study of sustainability, artification, and digitalization. The complementarity between the practice turn and the cultural turn promises new insights.
Annamma Joy is professor of marketing in the Faculty of Management at the University of British Columbia.
Chapter 1: New Directions in the Luxury Fashion and Wine Industries: Sustainability, Digitization and Artification by Annamma Joy
Part I: Reflection Pieces on Artification
Chapter 2: Contemporary Implications of Aestheticization by A. Fuat Firat
Chapter 3: I Wish I’d Written That!: Non-Fungible Thoughts on Artistic Academic Articles by Stephen Brown
Chapter 4: Digital Affordances and Artist Identity in the Music Industry: The Case of Imogen Heap by Gabriele Troilo and Daragh O’Reilly
Part II: Reflection Pieces on Sustainability and Fashion
Chapter 5: How Circular Are Circular Business Models? by Songyi Yan, Taylor Brydges, Claudia E. Henninger, Celina Jones, Aurelie Le Normand, and Prathiba Ram
Chapter 6: Luxury Fashion and Sustainability: Challenges, Conflicts, and Possibilities by Zeynep Ozdamar Ertekin and Denis Atik
Chapter 7: “In Search of Lost Time”: Luxury Fashion’s Emerging Circular Initiatives and the Shifting Temporal Features of Fashion Consumption by Federica Carlotto
Chapter 8: Conceptual Framework for Understanding the Ethical Dimension of Corporate Social Responsibility by José-Carlos García-Rosell, Johanna Moisander, and Jukka Mäkinen
Part III: Reflection Pieces on Sustainability and the Wine and Spirits Industry
Chapter 9: Circularity in the Luxury Wine Industry: Artification, Authenticity, and the Reduction of Consumption Work by Bianca Grohmann
Chapter 10: Campari: A Brand Developed With and Through Art by Kathryn A. LaTour
Chapter 11: Sustainability in Vineyard and Winery Practices: The Case of an Okanagan Valley Wine Producer by Camilo Peña
Part IV: Digitalization
Chapter 12: Phygital Luxury Experiences to Keep Up with Digitized Consumers: Strategies to Connect Physical and Digital Settings by Wided Batat
Chapter 13: Digitalization of Luxury Brands in China by Ying Zhu
Chapter 14: Fashion in the Metaverse: Remaining Relevant Through Times of Technological Disruption by Myriam Brouard
This riot of conceptual insight, empirical depth and stylistic technique, staged by an international band of multidisciplinary contributors, tracks the theoretical and practical consequences of the pulsating of artification across realms of experience. They explore the wicked interpenetration of economy and ecology across time and space, offering readers trenchant interpretations and marketers in particular enlightened managerial guidance. This book is an evocative collage of the relentless evolution of the commodity.
Essential reading! Annamma Joy’s edited volume transforms our thinking of what art is. New Directions in Art, Fashion, and Wine provides a provocative analysis in a fresh approach that links marketing luxuries to sustainability with a goal to protect the environment and preserve our earth. Timely is an understatement.
Remarkably absorbing, original contributions in this book challenge us to question the importance of sustainability, artification, and digitalization in the contemporary business world. Theoretically nuanced, their new visions advance our knowledge of aesthetics and marketing with a broader perspective.
Luxury fashion, fast fashion, art, and wine are not areas normally associated with sustainability or with each other for that matter. But in this book, Annamma Joy and colleagues brilliantly link them together in surprising and intriguing examples that will prompt serious rethinking about how everything is becoming an art. Enjoy and savor!