Percorrer por autor "Vylekzhanina, Sofiia"
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- Art collaborations as a tool for strengthening fashion brands : a premium brand Russian casePublication . Vylekzhanina, Sofiia; Pinto, Helena Sofia Silva Borges Salgado Fonseca CerveiraThis study explores the role of art collaborations in enhancing authenticity and emotional connection in premium fashion brands, using Pepfer as an illustrative case. As the fashion industry evolves, brands are increasingly seeking ways to differentiate themselves by merging artistic expression with consumer engagement. Pepfer9s unique approach integrates art into its product offerings, not merely as a marketing tool, but as a means to build deeper emotional bonds with its audience. Through qualitative data and an interview with founder Vera Prokina, the study examines how art collaborations contribute to Pepfer's positioning as a brand that transcends traditional luxury by emphasizing intellectual and emotional value over exclusivity. The findings reveal that successful art partnerships are characterized by alignment with the brand's core values, creative freedom, and the ability to evoke personal and cultural narratives that resonate with consumers. This research underscores the transformative potential of art collaborations in the premium fashion sector, providing valuable insights into how brands can leverage art to strengthen their market identity, enhance authenticity, and foster long-term consumer loyalty.