Abstract
This paper advances the use of artification and its constituent field-level processes of de-artification and re-artification as analytical tools in the framework of institutional theory to better understand how field-level logics of incumbents in creative fields are affected by new institutional realities of digitalizing practice and legitimation of foreign logics from outsider realms of e-commerce. Based on a qualitative study of strategic, positional, and technical executives in five European high-fashion companies and backed by a multi-year ethnography with one of the largest e-commerce companies, this paper shows how the response of fashion incumbents to digitalizing practice has been to swerve between competing institutional logics of de- and re-artification. These logics reflect divergent beliefs by executives on the continued existence of logics of artification in the midst of unprecedented institutional change.
Presenters
Iva PetkovaAssistant Professor, Liberal Arts, Social and Behavioral Sciences, Ringling College of Art + Design, Florida, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
E-Commerce, Digitalization, Legitimacy, Digital Marketing, Artification, Institutions, Logics, Fashion
