The purpose of this case study is to compare two luxury brands’ collaborations with modern Korean artists and the qualitative results achieved by the projects. As argued by J.N. Kapferer (2014), through associations with artists, luxury brands are striving to present themselves as part of a creative industry and as a result elevate and legitimize their brand image. This article focuses specifically on Christian Dior’s Dior Lady Art series and Louis Vuitton’s Artycapucines due to the similarity in project structure – the final presentation in form of an exhibition – as well as the objects produced – bags elevated to the status of artworks but still maintaining functionality. Through the selected case studies, this article first explores how partnering with Korean artists enables brands to localize and engage more personally with Korean consumers while building deeper relationships with international consumers by leveraging the continuously growing global popularity of Korean culture. The study then examines how the collaborations contribute to the brands’ goal to present themselves as more authentic – in luxury terms, delivering exceptional experience characterized by high quality, craftsmanship, preciousness, and timelessness (The Quarry Gallery, 2023). This is achieved by providing artists with a platform to reinterpret iconic bags into artwork. Lastly, the article analyzes how, through these limitededition items, the brands are also able to reinforce the idea of luxury as financial investment and a way to build family heritage.

The study investigated the influence of website features on the purchase intention of online fashion among Generation Z consumers in South Africa. This topic has received increasing attention against the backdrop of the rapidly growing ‘Digital Generation’, or ‘Millennial consumers’, who are one of the most tech-savvy generations. Despite the benefits that online shopping offers to both the business and the consumer, the act of buying clothes online has presented some challenges to customers. This study therefore aims to gather further insight in an attempt to provide fashion businesses with guidance to better succeed in encouraging customers to shop online. This study selected two visual elements (website aesthetics and product presentation) and two functional website features (website navigation, and security and privacy) and social norms, the test the effect they have on perceived ease of use, attitude and intention to purchase clothing online. The proposed conceptual model tested seven hypotheses of which four were supported. By means of an empirical study, 166 online surveys were collected from individuals within the Generation Z cohort and the analysis was done using SPSS27 by running multiple regression analysis to test the relationships between the variables. The results from this study provide global and local fashion brands with valuable insight into the consumption habits of young consumers in an emerging economy, and factors that drive online fashion consumption.