“The Influence of International Artists on Luxury Accessory Design (2019–2024): A Case Study of Five Global Brands”
DOI:
https://doi.org/10.66635/fjjpn494Keywords:
Entrepreneurial innovation, Sustainable business models, Creative entrepreneurship, Luxury fashion, Artistic collaborations, SMEs, Emerging Asian marketsAbstract
This study explores the role of artistic collaborations as a form of entrepreneurial innovation strategy in the luxury fashion industry, with a focus on their implications for sustainable business models and emerging markets in Asia. Drawing on a qualitative and exploratory research design, the paper analyzes collaborations between international artists and five global luxury brands—Louis Vuitton, Dior, Prada, Hermès, and Coach—during the period 2019–2024. Using secondary data from academic literature, industry reports, and brand communications, the study employs thematic and comparative analysis to identify patterns in innovation, branding, and sustainability practices. The findings reveal a significant increase in artist collaborations, positioning them as strategic tools for value creation, differentiation, and long-term brand development. Artistic storytelling emerges as the dominant theme, followed by material innovation and sustainability, indicating a shift toward experience-driven and ethically informed consumption. From an entrepreneurship perspective, these collaborations reflect Schumpeterian innovation, where new combinations of creative and cultural resources generate competitive advantage. The study further highlights how such strategies can be adapted by small and medium-sized enterprises (SMEs) to enhance innovation capacity and market positioning. Importantly, the research situates these developments within the context of emerging Asian markets, where rising consumer demand, cultural diversity, and digital engagement create new opportunities for creative entrepreneurship and sustainable growth. The integration of artistic collaboration with circular design practices and limited production models also aligns with broader sustainability goals, including responsible consumption and production. Overall, the paper contributes to the literature on entrepreneurship and sustainability by demonstrating how creativity-driven collaborations can support innovation, cultural relevance, and sustainable competitive advantage in a dynamic global business environment.
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