Overview

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.

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9781666904093

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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. The volume is an evocative collage of the relentless evolution of the commodity.--John F. Sherry Jr., Raymond W. & Kenneth G. Herrick Professor of Marketing Emeritus, University of Notre Dame

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!--Russell Belk, York University Distinguished Research Professor Essential reading! 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.--Barbara Olsen, professor emeritus, SUNY Old Westbury 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.--Yuko Minowa, Long Island University 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. The volume is an evocative collage of the relentless evolution of the commodity.--John F. Sherry Jr., Raymond W. & Kenneth G. Herrick Professor of Marketing Emeritus, University of Notre Dame

Author Information

Annamma Joy is professor of marketing in the Faculty of Management department at the University of British Columbia.

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