The Role of the Creative Director in Sustaining the Luxury Fashion Brand
The findings of this study show recent examples of creative directors who have successfully managed four components of Kapferer and Bastien's (2012) model. We also addressed issues creative directors face while attempting to balance luxury status with modernization and accessibility. In addition, specific strategies that creative directors have employed in response to the increasingly fast-paced and technology-influenced industry were discussed. The results of this study highlight examples of strategies creative directors use that have proven to be either successful or unsuccessful, providing an extensive guide for creative directors, brand managers, and marketers. Because there is limited scholarly research regarding the role of creative directors of luxury brands, the present study attempts to fill this gap.