مقاله انگلیسی رایگان در مورد استفاده از پیوستگی برند با هنرمندان برای توسعه خرده فروشی شخصیت – الزویر ۲۰۱۸

Since the 1930s, when Italian fashion designer Elsa Schiparelli collaborated with Salvador Dali to design a gown, there have been collaborations between visual artists and fashion designers. As artists have emerged as brands themselves, they have collaborated with fashion designers in ways that have expanded the reach of the artists while enhancing the personalities of the fashion brands they work with (Gregory, 2014). These collaborations hold immense promise for both parties as they may help reshape consumers’ views of their brands, but they are also fraught with dangers as both fashion retailers and visual artists have small fortunes invested in their brands. On one hand, Takashi Murakami’s collaboration with Louis Vuitton is credited with significantly building his reputation. On the other hand, such a collaboration may “make the artist feel her work is compromised and sometimes, the retailer is afraid that its core users won’t ‘get’ an artistic endeavor or that the work might be controversial (Riahi, 2014, para 1).” Consumers view retail brands as having distinct personalities such as excitement and sincerity (Zentes, Morschett, & Schramm-Klein, 2008) that are similar to the set of human personality characteristics (Ailawadi & Keller, 2004). Similarly, the success of visual artists is dependent on their creation of a well-developed unique style and personality (Holmes, 2007; Thomson, 2006). This is an untapped source of value that retailers can draw on to create distinct and differentiated personalities in the minds of consumers as a clearly defined retail brand personality has a positive effect on store loyalty (Das, 2014). Exactly how merging these personalities can affect consumer perceptions of retailers has not been widely examined in the literature (Das, 2015). Store ambiance, environment, and design are the most important antecedents to retail brand personality perceptions (Brengman & Willems, 2009) and this fact suggests that the potential impact of integrating the styles of unique visual artists on retail brand personality is significant. The vast literature on brand personality has focused on product brands even though some research has shown that retail brands are different from product brands because of their multi-sensory nature (Ailawadi & Keller, 2004). When a visual artist has a personality that differs from the fashion retailer’s personality, it is not always clear how successful the partnership will be when consumers experience the alliance. For example, Takashi Murakami, an iconic artist who represents excitement with his bright, bold, and fun artwork, was involved in creating a marketing mix for Louis Vuitton who historically has represented the personality trait of sophistication (Smith, 2008). By incorporating Murakami’s exciting personality, Louis Vuitton was able to attract young consumers who otherwise might have a low attachment to the retailer’s original sophisticated trait.