Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)

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When Postmodernist Readymades Meet Luxury—Design and Marketing Strategy in Luxury Brand

Authors
Chenyu Dai1, *
1Fashion Management, New Channel, Qingdao, 266000, China
*Corresponding author. Email: 1721673196@qq.com
Corresponding Author
Chenyu Dai
Available Online 31 December 2025.
DOI
10.2991/978-2-38476-511-9_4How to use a DOI?
Keywords
Postmodernism; Luxury Brands; Design; Marketing Strategy; Consumer Behavior
Abstract

In recent years, with the rise of postmodern art trend, its influence on the fashion and design industry has gradually increased. More and more luxury brands begin to integrate postmodern elements into product design and marketing strategies, which has become an important trend in the fashion industry. Based on the case study of Balenciaga in the Chinese market, combined with literature review, sales data analysis and semi-structured interviews, this paper analyzes the application of postmodern design in luxury brands and its impact on consumer concepts and market strategies. The study found that postmodern design not only brought new design concepts to luxury brands, but also improved the brand’s popularity and market influence, especially among young consumers. However, this design is also facing public criticism of its “weird” design. This paper provides a new theoretical and practical perspective for luxury brands to help them optimize their creativity and marketing strategies.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 December 2025
ISBN
978-2-38476-511-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-511-9_4How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chenyu Dai
PY  - 2025
DA  - 2025/12/31
TI  - When Postmodernist Readymades Meet Luxury—Design and Marketing Strategy in Luxury Brand
BT  - Proceedings of the 7th International Conference on Literature, Art and Human Development (ICLAHD 2025)
PB  - Atlantis Press
SP  - 20
EP  - 28
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-511-9_4
DO  - 10.2991/978-2-38476-511-9_4
ID  - Dai2025
ER  -