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academic journal
luxury industry
art collaboration
marketing
Ochkovskaya
The document is a research paper titled "Collaboration with Art in the Luxury Industry as a Marketing Tool for Value Creation" by M. Ochkovskaya. It discusses the role of art in creating value for luxury brands, focusing on collaborations with artists or art heritage. The study examines artistic collaborations and cases where designers draw inspiration from deceased artists, imbuing luxury items with emotional and symbolic values. The research involves online interviews with members of Facebook and Instagram communities, revealing motivations for consuming luxury items with visual art elements.
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