Exploring the fusion of aesthetics in luxury fashion brands

Abstract

Consumers associate aesthetic excellence with superior quality and prestige, which leads to a desire to pay premium prices for goods that are considered to be of high artistic quality and with a sophisticated look. The strategic use of aesthetic rules in modern fashion brands strengthens the emotional connection between brands and consumers, thereby emphasizing brand loyalty and enhancing brand equity. This dissertation will then explore how aesthetics merge with luxury fashion brands to see how their role in shaping brands' identity, and how perception by customers and cultural importance is exerted. In addition how sustainability trends as well as interdisciplinary collaborations redefine the aesthetic codes of luxury fashion brands will be examined. The key themes to be considered include the role of fashion in acts of expression as art, the impact of physical appearance on luxury branding and involvement in the cultural heritage in aesthetic representation.