What is the primary purpose of 'artification' in luxury branding?

The primary purpose of 'artification' in luxury branding lies in its ability to maintain exclusivity while allowing for growth in the brand's reach and visibility. Artification involves infusing products with artistic elements or associating them with the art community, which elevates the perception of the luxury brand. This strategy helps create an aura of exclusivity, as consumers associate art with rarity and uniqueness.

By implementing artification, luxury brands have the opportunity to expand their audience and presence in the marketplace while still preserving their elite status. This balance is crucial in the luxury sector, where maintaining a sense of rarity and prestige is essential for brand identity. It enables brands to captivate a broader consumer base without diluting the brand's luxurious image, effectively merging art and commercial viability.

In contrast, options focusing on reducing production costs, enhancing commercial value in a generic manner, or increasing product functionality do not directly capture the core intent behind artification, which is centered on the interplay of artistic value and brand exclusivity within the luxury market.