The Role of the Creative Director in Sustaining the Luxury Fashion Brand
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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Abstract
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.