Chic porn in the communication strategy of luxury houses

Résumé du document

Today, luxury is not only for the elite but also for the elitist part of each of us. The shockvertising stream has helped luxury brands to touch more consumers regarding the new idea of consuming luxury. But before luxury brands realised that they needed to communicate to obtain new consumers, their conception of a luxury product communication was quite “old fashioned”.

Luxury is defined with three criteria: the brand visibility, the symbolic and the quality.
It is of primary importance for a luxury brand to control its image. We have to remember that luxury is the opposite of standardization.
Till the end of the 1980s, the public image of luxury brands was carried only by models of various origins: Western, Asian and African Afro which represents locally and universally all the markets of the Luxury Houses. In fact, the French Houses mostly, stay closed on themselves, denying the existence of the Luxury Houses from the other countries, refusing to take risks, and then continuing to use minimalist communication without imagination.

Their marketing techniques are not the marketing techniques used by mass-marketers, because the luxury trend, according to them, is not to follow the trend but to precede it, to create it, to create fashions. The luxury marketing does not have aims, especially in France, to answer identified expectancies of the consumer but to cause his desire. Moreover, luxury products are seldom the objects of qualitative studies or market researches at the moment.

The marketing of luxury is marketing of proposal, where the initiative is always on the side of the creator, but we can notice the lack of creativity in luxury communication.

Indeed, advertisings are minimalists, and in general, show little imagination. In general, in black and white they always show the product alone or held by a model. This judicious representation of the product shows that this product is the perfection itself. The brand and its product are the message and that's enough. In the majority of the cases, it was enough to point out the existence of the product, without necessarily putting it on scene.

The often high prices does not allow the winningof loyalty of a large clientèle. Formerly fed with "ordinary consumption of exceptional people", luxury lives today with "exceptional consumption of ordinary people".
Then, Luxury Houses need to touch a larger “clientèle”. But, communication strategies used till now don't allow this target extension. A GREAT CHANGE IS NEEDED.

Extraits

[...] But, communication strategies used till now don't allow this target extension. A GREAT CHANGE IS NEEDED. I Phenomenon of fashion A - Chic Porn is everywhere A little time ago, the expression ‘porno chic' seemed to be a leitmotiv for the consumers, advertisement agents and the press. Indeed, with a simple artistic aesthetic, this trend became a true phenomenon in society. First of all, the phenomenon appeared in the brands of luxury, and then was recaptured by brands which aimed at a larger audience. [...]

[...] The shockvertising stream has helped luxury brands to touch more consumers regarding the new idea of consuming luxury. But before luxury brands realised that they needed to communicate to obtain new consumers, their conception of a luxury product communication was quite fashioned”. Luxury is defined with three criteria: the brand visibility, the symbolic and the quality. It is of primary importance for a luxury brand to control its image. We have to remember that luxury is the opposite of standardization. [...]

[...] We have seen that Chic Porn brought a response to the need for the extension of the luxury brands' clientèle. Stylishly erotic and powerfully seductive, they are considered by marketers as ‘oeuvres d'art' and although risky at the beginning, this idea has been a real success. Nevertheless, the major disadvantage of a trend which works is, it's used at every opportunity till saturation. And that's what is happening to Chic Porn. Moreover, we cannot ignore the great polemic that the use of Chic Porn has caused. [...]

[...] This picture is both aesthetic and very vulgar, mixture of sophistication and vulgarity. This advertisement puts man or woman, in position of voyeurism, obliging us to watch this false intimacy, with this show of pleasure repeated everywhere on the walls of a city. This picture is incredibly aggressive in its message, the woman has a statute of a ‘perverse teaser Chic porn can cause violent reactions, so much that the customers can be diverted from the brand. All the subtlety of the advertising agents is to control the proportion of the risk and not to cause a reaction of rejection on the part of the customers. [...]

[...] The marketing of luxury is marketing of proposal, where the initiative is always on the side of the creator, but we can notice the lack of creativity in luxury communication. Indeed, advertisings are minimalists, and in general, show little imagination. In general, in black and white they always show the product alone or held by a model. This judicious representation of the product shows that this product is the perfection itself. The brand and its product are the message and that's enough. In the majority of the cases, it was enough to point out the existence of the product, without necessarily putting it on scene. [...]