Art-derived designs promote the inconspicuous consumption of fashion bags

Manqian Wang, Eunyoung Kim and Bo Du

Journal of Global Fashion Marketing, 2023, vol. 14, issue 3, 263-278

Abstract: This study examines whether art-derived design can be used as an effective approach to promote the inconspicuous consumption of fashion bags. As there is a strong correlation between inconspicuous consumption and brand image, the study classified how brand image is presented in bags to analyze the relationship between brand image, art-derived design methods, and brand groups through a chi-squared test; 87 bag designs from 19 fashion brands and 46 artists and art institutions were selected as a sample. The brands included were divided into three categories: accessible core brands, affordable luxury brands, and mass fashion brands. The accessible core brands outperformed the other two brand groups in terms of maintaining a prominent brand image. Analyzing the ages of art-derived bags also demonstrated that fashion – art collaboration has been on the rise in recent years. And the stronger the artistry of the bag, the less prominent the brand image, which means that the importance of artistic image expression goes beyond the brand image. This analysis result demonstrates that art-derived designs not only help to enhance the commercial value of fashion brands but can also be used as an effective design method to promote the inconspicuous consumption of fashion bags.

Date: 2023
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DOI: 10.1080/20932685.2023.2186462

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