Fashion-related exhibitions and their potential role in museum marketing: The case of museums in Taipei, Taiwan

The purpose of this study is to investigate the potential role fashion-related exhibitions may have in museum marketing, considering not only what the public museum can offer to new and repeat visitors, but also a feasible option for museum promotional methods or marketing processes. The study employed case study and qualitative approaches by conducting interviews with key staff members in two museums in Taipei. Textual data from websites of two other museums were selected according to how the descriptions of the exhibitions' features were appropriate and analyzed under the context of marketing. Findings suggest that fashion augments to the museum specialization and highlights the aesthetic quality of the exhibition objects, thus potentially marketing the museums by attracting visitors who are interested in fashion as a form of art. Fashion also serves as a supporting feature to museums that focus on educating visitors with an anthropological and historical perspective about material culture through clothing function, representation, and transformation. Future studies may investigate the intent of museums holding these types of exhibitions as either being strictly market-oriented or geared toward being brand-oriented. Visitors need to know what they stand for, and identify their purpose and values to feel loyal toward them.