
- CollegeLondon College of Fashion
- CourseBA (Hons) Fashion Marketing
- Graduation year2025
The study investigates the strategic role of art patronage within British fashion marketing as a mechanism to engage Generation Z, enhance national cultural positioning, and support the resilience of the UK's creative economy. Through qualitative research, it reveals a generational disconnection from the national art scene and a lack of cultural alignment in British fashion, positioning art patronage as a potential tool for identity formation and cultural preservation amid socio-political and economy instability.
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Fashion as a Catalyst for UK Cultural Resilience
The study investigates the strategic role of art patronage within British fashion marketing as a mechanism to engage Generation Z, enhance national cultural positioning, and support the resilience of the UK's creative economy. Through qualitative research, it reveals a generat...
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