Year: 2024
Type: article
Abstract: This study explores how Yayoi Kusama's artwork, through collaborations with brands like Louis Vuitton and Uniqlo, is being used to rebrand commercial designs across the world.This research places Kusama's work within the broader context of art's role in enhancing brand strategy and consumer engagement.It seeks to understand how contemporary art integration can rejuvenate traditional marketing approaches.Research has carefully measured the impact of the collaborations of Kusama, where mixed methods combine case studies with expert interviews.The expert evaluations revealed that the collaboration between Louis Vuitton and Yayoi Kusama scored 4.83 in market effect, 4.92 in uniqueness, and 4.92 in aesthetics.The results, reveal that the integration of art in product design and marketing as a differentiator strategy has successfully realized in facing competitive markets, a way to realize significant commercial returns bridged with consumers and other social stakeholders more closely.This approach can also be realized as an effective differentiation strategy within competitive markets.This translates into great commercial advantages and enhances further bonding with consumers.Brands using art in the production and marketing of products can increase value and desirability according to how the consumer places them.That equals more consumer interest, more engagement, and higher brand loyalty.
Authors: Dou Xiang, Joung-Hyung Cho
Institution: Pukyong National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402932365