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.
Annamma Joy is professor of marketing in the Faculty of Management department at the University of British Columbia.
Chapter 1: New Directions in the Luxury Fashion and Wine Industries: Sustainability, Digitization and Artification by Annamma Joy Part I: Reflection Pieces on Artification Chapter 2: Contemporary Implications of Aestheticization by A. Fuat Firat Chapter 3: I Wish I'd Written That!: Non-Fungible Thoughts on Artistic Academic Articles by Stephen Brown Chapter 4: Digital Affordances and Artist Identity in the Music Industry: The Case of Imogen Heap by Gabriele Troilo and Daragh O'Reilly Part II: Reflection Pieces on Sustainability and Fashion Chapter 5: How Circular Are Circular Business Models? by Songyi Yan, Taylor Brydges, Claudia E. Henninger, Celina Jones, Aurelie Le Normand, and Prathiba Ram Chapter 6: Luxury Fashion and Sustainability: Challenges, Conflicts, and Possibilities by Zeynep Ozdamar Ertekin and Denis Atik Chapter 7: "In Search of Lost Time": Luxury Fashion's Emerging Circular Initiatives and the Shifting Temporal Features of Fashion Consumption by Federica Carlotto Chapter 8: Conceptual Framework for Understanding the Ethical Dimension of Corporate Social Responsibility by Jose-Carlos Garcia-Rosell, Johanna Moisander, and Jukka Makinen Part III: Reflection Pieces on Sustainability and the Wine and Spirits Industry Chapter 9: Circularity in the Luxury Wine Industry: Artification, Authenticity, and the Reduction of Consumption Work by Bianca Grohmann Chapter 10: Campari: A Brand Developed With and Through Art by Kathryn A. LaTour Chapter 11: Sustainability in Vineyard and Winery Practices: The Case of an Okanagan Valley Wine Producer by Camilo Pen a Part IV: Digitalization Chapter 12: Phygital Luxury Experiences to Keep Up with Digitized Consumers: Strategies to Connect Physical and Digital Settings by Wided Batat Chapter 13: Digitalization of Luxury Brands in China by Ying Zhu Chapter 14: Fashion in the Metaverse: Remaining Relevant Through Times of Technological Disruption by Myriam Brouard
