Artification in Luxury Fashion: Enhancing Brand Identity and Engaging Young Generations

Purpose: This study explores the role of artification in shaping brand identity within the luxury fashion industry, with a particular focus on its impact on Millenial and Gen Z consumers. It investigates how the integration of art and sustainable practices influences consumer willingness to pay premium prices, enhances brand differentiation, cultural positioning, and fosters deeper consumer engagement. Methodology: The research employs a mixed-method approach, combining a comprehensive literature review on artification in luxury fashion with a quantitative analysis. The quantitative component involves a survey administered to Millenial and Gen Z consumers to assess their perceptions of artification, sustainability of processes and raw materials, and their willingness to pay premium prices for luxury fashion products that embody these attributes. Findings: The findings indicate that artification significantly enhances luxury brands' cultural cachet and differentiation in a saturated market. The integration of art and sustainable practices into brand identity resonates strongly with Millenial and Gen Z consumers, who value authenticity, cultural engagement, and environmental responsibility. These consumers exhibit a higher willingness to pay premium prices for products that not only offer aesthetic and functional value but also align with their ethical and cultural values. The study underscores artification, combined with sustainability efforts, as a vital strategy for luxury brands aiming to engage younger demographics and maintain long-term relevance. Limitations: The research is limited by its focus on a specific consumer segment, which may not reflect the perceptions of older demographics. The quantitative analysis relies on self- reported data, which may be subject to biases such as social desirability bias. Additionally, the study concentrates on the luxury fashion industry, which may limit the generalizability of the findings to other sectors. Originality: This study contributes to the existing literature by integrating the concepts of artification and sustainability within the context of luxury fashion branding and consumer behavior among Millenial and Gen Z. It provides empirical evidence on the effectiveness of artification as a strategic tool for enhancing brand identity and consumer engagement, highlighting its significance in influencing the willingness of younger consumers to pay premium prices in the luxury fashion industry.