The Future of Luxury Brands : De Gruyter : 9783110737615 : 3110737612 : 21 Feb 2022 : The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments?the art world, fashion and fine wines including hospitality services?through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification?the process by which non-art is reconceived as art?applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercia