A Case Study on Art Marketing using Dance – Focusing on High Jewelry Brand Van Cleef & Arpels

This study focused on the dance field in art marketing and examined its history and type through a case study of art marketing using dance. The case of dance marketing from the 1920s to the present, the first meeting with dance, was explored from a diachronic and public perspective by selecting the French high-jewel brand Van Cleef & Arpels as an participant. First, from a diachronic perspective, this study investigated the process of change over time to see how brands have used dance for art marketing. After that, from a synchronic perspective, the types of art marketing were classified into five categories: dance and dance works, cooperation with choreographers, exhibitions, dance and artist support, and employee education and welfare. Based on the research results, the changes and types of art marketing using dance were identified, and the art marketing power of dance was verified from the standpoint of the dance field and the possibility of use could be supported.