Interview: The New Driver of Luxury Fashion? Contemporary Art
Jing Daily spoke to McKinsey Senior Partner Achim Berg to better understand younger Chinese generations’ latest frenzy for art and luxury collaborations.
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- Scores of luxury brands are tapping into the power of art to reach China’s younger generations these days. Why is this an effective way to reach Chinese consumers?
- In general, what makes a good art & luxury collaboration?
- Do you anticipate some sort of art fatigue among Chinese luxury consumers in the near future?
- Is streetwear/pop culture (Supreme, Off-White, Kaws, etc.) the new luxury? Has the art world changed the definition of luxury these days?
- How do you see art players like Sotheby's moving into luxury territory? And where do you see its leadership evolving in the luxury field going forward?
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