Luxury Marketing

GLOSSARY OF KEY TERMS

This glossary provides definitions of important terms used throughout the book.

algorithmic aesthetics

the integration of AI and machine learning into creative processes, influencing design, curation and personalization in luxury fashion

artification

the process by which a brand elevates its products or marketing to the level of art, often through collaborations with artists, sponsorship of cultural institutions or museum-style presentations

aspirational branding

positioning a brand to inspire consumers to ‘trade up’ by associating it with a higher lifestyle or status than they currently have

brand codes

distinctive visual, verbal and symbolic elements (colours, logos, motifs) that communicate a brand’s identity consistently ...