The schizophrenia of luxury: ambivalence between democratization and elitism. Definition of new communication strategies to put the luxury back in its jewel box

Résumé du document

With the expansion of consumption, the luxury took new proportions in our societies. It is no longer a marginal phenomenon limited to a thin elite. It has become a significant sector of the economy. Through brands, it is ubiquitous in the world of communication.

Welcome to the society with luxury to all the floors. The word "luxury" in the singular having lost any substance, there is only the use of the plural to still give him a bit of sense. Fragmentation stems from the diversity of "consumers", the luxury report which varies according to
each market crops, in the sales channel, the level of democratization of brands. Because of a demystification of the luxury more widely available now, the issue is to redefine a new line of division between the true luxury, exclusive luxury, and the other, the inclusive luxury, the luxury of Mr and Mrs Everybody.

Exclusive luxury for the very wealthy" {now"many few" at the level of the planet} must propose a new DNA, with an even higher level of requirement. It must also be global, hyper personalized and hyper segmented. How to be trendy & glam without losing the suspicion of timeless and dream? How to keep its authenticity, his cultural roots, and another report at the time while rapidly integrating our society change?

Extraits

[...] Demanding intimate relations with luxury brands, they know where to look and what they want to. The luxury houses have been for a long time reluctant to Internet, fearing of not being able to control the information on the Web. They can no longer ignore the economic strength it generates. Many luxury brands have therefore opened their first store online these last few years. Marc Lolivier, Delegate General of the Federation of distance selling companies (FEVAD) analyzed: "until now, the luxury houses only used Internet for their image . [...]

[...] In addition, the luxury could support the sustainable development by using new materials, sometimes less noble, but generally expensive, for creating scalable objects. We must exceed this global industrial logic to serve luxury instead of uniformising this sector. The French luxury enjoys international recognition. It evolves in adapting to the market. The world grows rapidly, customers want luxury, true, but always renewed and adapted to the trends. Innovation, quick adaptations, creations and design have their place in the future of the luxury to sublimate the craft. [...]

[...] (Sheets sizes and some sizes are created for that each client is more to say this or that his shopping or a loan before his arrival). C. RESEARCH METHOD In this study, beyond the highlighting of the gap between the popularization and elitism of the luxury Maisons, I propose new communication approaches to "put the luxury back in its jewel box". In a first part, I quote the facts. The luxury has evolved and its definition is more extensive. What is the luxury of today? Where are its limits? [...]

[...] This transformation is possible, even if it is passed to the luxury heritage (to have) from the emotional/sensory luxury {to in other words, from the luxury of the object to the luxury of the experience. The demystification of a brand can lead it to lose its real customers, those thaks to whom it exists, it is known and recognized. These customers need to feel the privilege of possessing a luxury object to continue to believe in the brand, they want to be unique through the hyper customization. [...]

[...] For the Japanese market, it is the most important reference tool that guides the customer to take the decision to purchase a brand and its product. The profusion of advertisements is necessary for the attention of the consumer overexposed and saturated of messages, creating at the same time him needs. These campaigns play an important role in the dissemination of the products on a global market. Here to give you a notion of the importance of visual communication for brands, are a few figures: Since 2005, GUCCI increased by 30% it spendings, making the House the second global advertiser of luxury after Louis Vuitton. [...]