Luxury Brand Essay

Introduction whiz tin privy describe as sumptuousness al wiz that exceeds the b be essential. It covers only that whiz considers superfluous and useless. hardly in the usual mailion, high life mover ostentation and refinement in the universeners of living (art of the t equal, elegant toi permit, sumptuous decoration ? ). The luxuriousness discusses and is acquired by wide expenditure. The philosophers of the Lights had divergent opinions concerning the prodigality. Voltaire considered that that re makeed an essential support of the economy.Rousseau as for him apothegm the opulence like a principle of exploitation of the midget the smashing unwashed and the spring of all perversions, because the extravagance is made to be admired, it dazzles. We volition expect through our study how untold assiduity highlife is a preposterous world in our economy with very consequent sales turnovers, actors gather in great powerful meetings. We pass on withal be fire in the highlife dirts with the individuality operator of daubs, the targets of those. Finally we ordain analyze the risks for the sumptuosity brand to fall into the achieves of standard population. Isntthe luxuriousness in the street for the superlative number, recent phenomenon, in all likelihood you it non to arrest ill-use to the brands? These problems deserve to be constitute because it evanesces to the identity and the stick out which the luxuriousness brand wishes to progress to to itself? PART I The industry of the sumptuosity Until the Middle Ages the lit art objectry yieldions tell us sumptuosity which it was the reflection of the religious mystery which ichorhes the man to be exceeded by an calling or a sign. We volition limit how a great deal the theory of going beyond remains, in time forthwith for the man, great when it is a question of having prodigality. scarcely the blessed succession of the sumptuosity is with surface every doubt the Rebirth (XVth and XVIth centuries), diaphragm of literary, artistic and scientific flowering. This time re impersonates the genuinely explosion of the luxury sail of the sumptuous architecture inspired of Italy, build up of the ornaments of jewels. Also furniture comes more than than(prenominal) luxurious the art of the table avoids refinement. The luxury articles then remain r be objects, related exclusively on the gentry and the Court. With the Rebirth the luxury has a contrasted position. tho in that respect after(prenominal) it go forth become the prerogative of the Middle-class.It will stop intellectual con nonations, results of the great voyages from the time. It is also of this time that dates the luxury for the books, thank to the work of the bookbinders. Anformer(a) dependable time for the luxury the XVIIIth century and the positive eccentric of the Encyclopedia. This oneness treated in its chapters good practiced and industrial aspects of clothing an d the accessories. The manages related to the industry of the luxury great deal then be shown with the eyes of all as to mean that the luxury is however reserved for elite.At the XIXth century, the sparing influence results in freshly attains of manufacture and distri preciselyion. The industry of the luxury is then made up brotherhoods of craftsmen, all having their distinctive signs. From this time one will retain especially, as Zola in With the Happiness of the Ladies tells it, the opening of department stores symbolizes the democratization of the luxury. XXth century will buzz off to be waited, to see flowering in Paris, a multitude of small workshops of craftsmen, devoted to the trades of the luxury.In 1929, in spite of the economic crisis, the intellectual irradiation of our country is preserved and Coconut Chanel, Jeanne Lanvin, Louis Cartier ar the kings and the queens that the pear-shaped ones atomic number 18 torn off to get dressed to the nines(p) or buy jewels. still the war of 1939-1945 will carry a smart blow to France and the instruction of the industry of the luxury. France will take again its place of leader of the industry of the luxury only per hour of the Release, thanks to fashion in detail of Christian Dior and the new look, per hour of the revolution zazou and the existentialism.In the post-war period it will really be requisite to wait, the old age 1950 and them assistances of the Marshall syllabus so that manufactures take again their activities. The textile comes then at the contribute from exports with nearly 20% to the value to the exported ingatherings, thanks to Parisian installations very appreciated on the other side of the Atlantic. The period from May 68 reminds all, concerning the luxury, that it should non make forget the great technological empales of the XXe century. Industrial apply is from now on priority and proof is made by it by Pompidou itself Dear old FranceGood kitchen Madness-Shepherdesses Merry-Paris The High-Seam (?. ) It is finished. France started and fully grownly started an industrial revolution. The s lawsuities were wiser years, years of centering. Fashion is enough conformist, nothing of shocking and nothing eccentric. These years of oil crisis were the period when the Arab emirs invade the jewelers and the large dressmakers. The striking fact of the mid-eighties is at the level of the consumer of the luxury. The young people discover the luxury thanks to the accessories.We will see further in our study how much this phenomenon is still of topicality today. End of the year the 80 shops will multiply. The actors of the industry of the luxury be from now on conscious of the risk of competition. It becomes essential to occupy all the crenels to conquer new territories for fear the competitor does not occupy them. The sort of morose Nineties, years, did not save the luxury, which passed through a crisis however more psychological than economic. That will d eal a true thoughtfulness on the bases of the luxury. peerless directs oneself step by step towards a new luxury of quality, deeper, more constitutionual, and more moral. XXIe century is not as current experts had predicted it, the era of the obliteration of the luxury. In spite of major(ip) causas on September 11, 2001, the war of the gulf which amplified an economic crisis in the domain of the luxury, this one holds good while drawing the conclusions necessary. The domain of the luxury is more sensitive than other vault of heavens to the risks of the economic smirch. Once the crises passed, the luxury finds all its heat then. 2. General purposeistics of the luxuryWe will approach the luxury here in the broad sense. This definition will help us in the continuation of our study to better including/ disposition the relation which is tied between the consumer and luxury brands. Initially we talk close to luxury which is characteristic of a civilization and men who compose it. The luxury, eternal, is a valve essential to the human activity as closely as the relaxation, the sport, the opinion and the love. It is a considerable share of dream, a manner of appeasing our phantasms. The luxury is a universe, separately, governs by codes, rules, signs.The luxury is a considerable world stopet, onlyly concentrated in Europe and North America. France is a leader in the sector of the luxury, with about half of the takings. The luxury is the guerilla economic sector in France thanks in accompaniment to the fact that it is address to broader customers and knew periods of strong growths on a world level. Today, the industry of the luxury is somewhat lessened by the reversal of the economic situation world the fall of tourism, the roue exchange crisis, which convergees mainly occasional customers.But the luxury resists while worldness pressed on solids structural elements. This sector can rely in particular on the growing proportion of the classes with high incomes in the population, the seduction of new tellets such as China, and the posement of travels. Broadly the European goods of luxury have a place of choice they profit from a genuine standardization of the modes, universalization and hardly suffer from the competition of the other continents. The sector is addressed to increasingly m whatever customers, this which present important prospects for growth for the next years. angiotensin-converting enzyme of the paramount characteristics of the luxury is that it has its lines, its forms, its configuration. It transmits its codes of beauty which can even surprise to shock. But the luxury articles are not aesthetically neutral. The noble and the owner corporeal themselves in the luxury article. The choice of this one is so never immaterial it signs our individual(prenominal)ity and fact of us refined beings. Three components develop the luxury The object corresponds to a personalized step, the object is technically pe rfect, The object is aesthetically beautiful.In the luxury, the desire is higher than the need insofar as it nourishes our psychic in the same way that the satisfaction of the needs corresponds to our physiological life. One seeks by the means of the luxury article with to allure, give or give cheer. Dependent on the beauty, the luxury calls upon the five directions but also with single(a) passion (search constant and personalized) and with freedom (to rise with the top of its condition). All the actors of the luxury moldiness keep in mind the rules which govern industry of the luxury and particularly during the introduction of products on the set upet.The first rule, that we will re-examine in the ultimate part of this work, it is to respect the aspirations of the consumers and to even include/understand them to ask them in assemble to ensure the tag of luxury, certain perenniality. We can name that the retireet from now on is characterized by the bursting of the request. The offer is today the soil of large owners groups several(a) large tag delivering a keen war. Initially, let us recall that the luxury is a sector gathering sundry(a) activities.We will present one of typologies here allowing bettering analyzing these activities The cultural market (market of Art) nitty-gritty of transport (car, yacht, private aircrafts) Equipment of the person (high-seam, perfumery, leather working, shoes, cosmetics, clock industry, jewelry) Leisure (cruising, sports of luxury, hotel trade of luxury) Equipment of the house (art of the table) Habitat (residences of luxury, decoration of luxury) Food (wines and spirits, grocer and restaurant of luxury) All these activities form the industry of the luxury.This industry returns to products of high quality, at a concentrated market, gravitational, much targeted and much segmented. Some brands rhyme with luxury and pleasure. Behind these names are however powerful groups, very skilful, which compete unceasing ly as hears worry of the attach, creativity, intercourse and distribution. The tendency has been for a hardly a(prenominal) years with the concentration operation consisting in integrating into a great group, detached houses. In addition, the large actors of the luxury honour their positions with inter case and are more and more stimulate to increase their visibility.The current economic situation forced the industrialists of the luxury to engage of the modifications in their policy. then we observed on behalf of the great groups a real will to free of debts ourselves. Recent evolutions allowed an increase in the pecuniary capacity, a modernization of the production equipments, a development of the sales networks, more globe and of innovation. 3. Actors of the luxury Manpower 125. 000 people Sales turnover 10 million Euros In 2002, the world market, it were evaluated to 90 billion Euros (HT wholesale terms). This market is today in a phase of deceleration.The most flo urishing period, because of economic situation quasi-euphoria, is located between the years 1998 and 2000, where the progression of the market b come ined to them + 16%. From now on, the growth does not turn any more but around + the 10%. As regards luxury, Paris remains the center of creation, the stopping point and the definition of the strategy of the companies. On the other hand the manufacturers are present on all the French territory. The leader of the market of the luxury is group LVMH (Louis Vuitton Moet Hennessy)1. The challenger is the group PR (Pinault Spring Redoute). These two groups are French.The other principal actors are the Richemont group (Swiss) and groups it Prada (Italy). These large financial groups and industrialists in third estate have the possession of the wallets of luxury brands which have a history founder, which is necessary to exploit. They understood that a brand needs to have a starting time point, a human history, even old or remote. In our seco nd part we will approach the luxury brands and beyond they are the strategies of the great groups which will take shape in filigree. PART 2 tag of luxury And ecumenic in the exoteric eye(predicate) 1. Identity of brand The name of a brand or its logo is only the visible part of a more complex reality.These visible signs ensure the mediation between the identity of the company (essential values that it conveys) and its image (perceptions which the customers have of this mark). The concept brand identity remains still too little used by the managers. moreover this identity constitutes the base and the federator element of all the manifestations of the brand. In term of brands management, the concept of identity can appear as a capital importance. Thus if there are richer brand than others, it is that this one profit from a authority evocation more important and more easily mobile.With regard to the sector of the luxury, the identity of brands is a considerable strategic data. It can moreover contribute a competing advantage on brand and represent a very pointed strategic tool for the managers of the mark. It should be famous that the identity of brand does not make it possible to intervene directly on the choices of the offers structure, of customer, margin and price determination target? It is on the other hand a major resource and a reference brand in the development of the broad(a) strategy of the company.The identity of brand will thus affect creation and the communication like on the distribution, the production?. The identity reasoning will be able to thus have an influence more or less pronounced on the strategy of the company and in return the identity of the brand itself will be affected by decisions interpreted in other functions. In other words, the identity is the substance of the brands and one will see further in our study than it captures sometimes than this identity, if it is mischievously perceived by the consumers, perhaps the cause o f a crisis of brand.Brands can be considered like vector of direction it communicates a speech, a message with recipients. separately brand creates a speech which is clean for him, in relation to its products, its history, its projects, the tastes of its customers. The brands take part then in the process of communication because one finds a transmitter (the company), a recipient (the consumer, the customer), a message. The identity can also be conveyed by a personality which encounters all its size to the mark.From there has come for a few years an intensive use notable character to represent the brand Ex Ines Sastre for Lancome, Carole Bouquet for Chanel, Kate Moss for Calvin Klein But the identity of brand can be reinforced by talented personalities which carry to end of brands arm arm the mark, ex tom Ford for Gucci, or Giorgio Armani, Pierre Cardin, Yves SAINT LAURENT, Jean-Paul Gaultier For considerable luxury brand, it is like a shot dominating to know to perpetuate the identity of the brand, in spite of the slicing of the creator or the departure of the personality which characterized it? The goal is to not unbalance thecustomer it is for example the problem that has recently to face the mark Gucci after the departure of emblematic the fashion designer tomcat Ford and chairman of the brand, Domenico de Sole The articulation of a horizon of value makes it possible for brands to join two distant universes that of the products and that of the consumers. This contact transforms this relation on the one hand the brand makes possible to invest the universe of the products with values symbolic systems and ideational and in addition it makes it possible to represent and consider the consumer, consort to various visions commercial, industrial or economic.The consumer is considered, as we already undertake, like recipient. Brands, by using a language of values, are addressed more to the individual, apprehended in totality its being, of its personal ity, of its needs, that with the consumer. In the sector of the luxury, usage is done through a context of life and the identity of mark does nothing but reinforce this context. In short to be a mark with success, it is necessary that the identity of the brand is built starting from various points 1 In 2004 Tom Ford and Domenico De Sole announced their departure of Gucci group and do not renew its contract with PR.All wonder which is the future of the Gucci mark without the Genious creator . ? A genetic code a history founder. A mark absolutely requires for a starting point, a history of man, even if it is old. ? Know-how it can be transmitted in a subjective way without technical relationship to reality of today. But this know-how is a pledge of quality and professionalism and confers on the mark all its reputation. ? Distinctive signs they are essential. It can be a question of the logotype (certain companies go until selling their logotype1), but also of function, products, th e design, coloring (ex the red Ferrari)?? A language of the brand this one will be able to be thus found in the communications of the mark. ? A distribution network this one will have to evolve/ cash in ones chips with the behavior of the consumers. ? A spirit of idiot searches the territory of the brand is be by the most representative of the company which has the role of projecting the mark in a anticipative vision. ? Charisma a luxury brand must imperatively have a charismatic dimension. It is a denotation of image which is the first step towards an identity strong and impossible to circumvent.We precept throughout this part that a brand needs a strong identity to be visible and gravitational with the eyes of the consumers. To be visible, it is thus necessary for the luxury brand to have adequate communications. 2. Communication of the luxury brands The universe of the luxury, intended either for the ornament of the individual, or the embellishment of its personal environme nt, answers a series of needs, desires, wishes, dreams. ? Targets of the luxury brands The products of the marks luxury brands, as we specified before, must tell a history which must correspond to time lag of the customers.Customers, heart of target, present of the particular characteristics of which first are that they are consumers to financial means much more important than average (the highest CSP). This affectionate kin, elite, has a very particular motivation it is necessary to meet their desires and not their needs. It will be a question of guideing on the mental one more than on the material. Hedonists, less and less faithful to the marks, they await perpetually more quality, of safety and especially of immaterial added value services, citizenship, ecology, environmental testimonial?For customers , heart of target the request should be caused. Generally the creator imposes his tastes. This category of affluent continues by choosing the most selective luxury articles, n ewest and most inaccessible. It is intent to mark its social side. Its completely distinctive life style, is an escape ahead, in order to escape the correction from the new classes rich person and greedy of modernity . The luxury is for them a bench brand, a brand of social status of a club which they want relatively selective.The principal target gathers it, of the classes of new rich person, rather young person who acquired a social status raised thanks to incomes resulting from the business world, industries of high technology? With regard to the characteristics of the targets it acts people of more than 25 years having a social status raised certainly, which have good taste but which sees especially the luxury as a universe which reflects their aesthetic choices like their personality. We are in a society, whose modes of pulmonary tuberculosis to the wire of the decades changed. Yesterday, one consumed necessary.Today it is not any more the case and the modification of the behaviors also had effects on the consumption of the luxury. More than ever, today there is a search for pleasure in a higher place all. In our company, there is from now on a social legitimating of the pleasure1, which leads the individuals to want what there is best and of more beautiful for them. Via the communication and the media we pose messages more and more, praising the benefits and the legitimacy of personal blooming. Legitimate targets inaccessible luxury, are not with a view to consumption to conclusive dimension.For these raised categories, the luxury is an ordinary consumption exceptional people. And yet the report has not been pus also Net for a few years. We will see in our ultimate under-part that the luxury can also be an exceptional consumption ordinary people. But our report will go, on the consequences, of this last tendency, for the marks. ? The stead of the marks of luxury Each mark of luxury wishes to give to the public an image, of it and its products, wh ich films at being strongly anchored in the spirit of the customers. Thus the stake is to dissociate itself, to be distinct from competition.Examples of positioning Vuitton Louis Vuitton, give heart to your desires. Gucci Gucci, to play the chart of the ultra seduction. Chanel Elegant and modern you are so much Chanel. ? Objectives of communication of the marks of luxury We will take the example of the objectives of communication of the Louis Vuitton brand. These objectives are very representative of those of the other marks of luxury. It is necessary to develop a more human image, less centered on the look of the immediate profit, nearer to the consumers of the mark, while keeping an elitist tone, obliged symbol of the marks of luxury. It is necessary to make known the various lines of goods and to make like the products. It is necessary to propose the know-how house of the products, but also the aspects innovating, the matters design? It is necessary to be different from competition in the spirit of the consumers, while being substantiate like a credible mark in all its actions and able to give satisfaction to customers with very different waiting. Each brand as we have already seen contains values as well as a capital of evocation which it is a question of registering in the spirits of the consumers.It is the role of the communication which to make so that the consumers are to attract by such or such public image. ? Strategy of the means of communication of the marks of luxury It is of primary importance for a mark of luxury to control condition its image. That implies on behalf of the seat to take account of the information brought by actors present on the ground accessory companies and distributors. The marks must be permanently held with listening of all the markets of the house to optimize the effectiveness of the communication campaigns.It is on a regular basis necessary to go in individually country, where the mark holds of the shops to t ake the temperature of the market. The subsidiary companies have an active role in the development of the denote campaigns, being precisely on the ground. The marks leave them certain flexibility, in particular on the choice of the products to be proposed like on the most relevant interpretation making pass by the words of the external advertising concept. A country can also have a direct action via initiatives the editorial ones in the local magazines. As regards communication of the products of luxury there is homogeneity of the campaigns.In everyday for a product or a mark, the campaigns are international and no distinct according to countries. However, it can happen that the cultural factor is determining in the design of products of luxury. It is noted for example that the woman Chinese or Japanese uses much more beauty products than the Western woman, which can push the houses of luxury (ex Lancome) to vary the products according to the characteristics of the various countr ies where the mark is established. All that will thus affect the communication campaigns, which will be able to then vary according to markets (Europe, the join States or Asia).The globalization allows a interbreeding of the tastes. Today, the marks do not propose any more one single reference to the markets of the whole world but adapt the products to the request. The strategy of communication of the brand of luxury is before a whole strategy of image. The codes of the communication of the luxury aim at creating diktats of marks. Publicities are often minimalists. The majority show the product completely resting on no support. This representation is supposed to show the perfection of this one. The product and its mark are the message and do not have no need, seems you it of development.In the majority of the cases one recalls the existence of the product and the mark, without necessarily place them in dead reckoning. The communication of luxury composes with three paramount ele ments the quality of the product The dream and public image For certain brands, the quality of service The means of communication usually used are the press, the event-driven one, sponsoring. The magazine of two great types the female press magazine, of mode It, Cosmopolitan, Pace1. Press multi-local, more expensive than the national but more flexible press. the press European, international Time, Newsweek?. Allows capitalizing on a total image, The event-driven one/sponsoring When a mark of luxury engages in sponsoring, sportswoman for example, his goal is to improve his notoriety and his public image. For that most interesting and the least expensive for a mark is to associate its name a prestigious sporting event, which makes dream. Ex Cut of America and Louis Vuitton. For the sport, it is of primary importance that the event conveys positive values close to those of the luxury purity, beauty, exclusiveness.But today, in lie of the exacerbated competition that the actors o f the luxury and with inaccuracy of the customers deliver themselves who follow a fashion in perpetual change, all these marks seek to be dissociated even more, from/to each other and with becoming even more single. This tendency will also touch the actions of sponsoring. Thus the mark of luxury will not be satisfied to affix its name with an event it will become a quasi fusion partner. The mark will communicate on the event in which it takes part in its points of sale and will use the public relations in order to it mediates to the maximum.A tendency emerges on behalf of the large houses of luxury to touch a younger public, in order to hold out their customers. For that the means of communication used will be Internet and the event-driven one. 3. sumptuosity and oecumenic public Initially let us point out the problems which were the discussion thread of this work which are the risks and consequences for a mark, which multiply occasion to be to have by the greatest number? These problems will bring us, in this part to question us on the luxury and general public.As we endeavored to show it throughout this work, the luxury is not a sector like the others, a long time it was the territory of the happy few (target population of the luxury having the incomes more raised)1. During twenty last years, the luxury was democratized considerably. The products and services of luxury are gradually descended in the street and from now on, by ex the perfume of luxury brand, certain products (like the accessories) are occasionally consumed by the greatest number.To make flash back the prestige top of range, on more accessible products in order to better sell them?certain houses of luxury did not hesitate to democratize their offer in order to widen their customers, thus hoping to make volume. Thus the greatest number will be able to be scented with Must of Cartier, to get dressed with a tee-shirt DKNY (Karan gave), to put its keys in a small trousseau at the monogram LV (L ouis Vuitton)? The prosperity of the companies of luxury rests a paradox to put in scene products glamour reserved at the elite, for better selling standardized products with the greatest number. The widening of the customers for twenty years has been the great success of the sector .To arrive to this widening, the houses of luxury followed two directions Diversification This method consists in for a mark becoming multi segment by granting licenses, sometimes to all goes. Ex Gucci, leather dealer at the beginning. Since 1995, the mark had cipher the licences. Lighters were found Gucci as well as bottom-of-the-range products, distributed everywhere. The var. That consists in creating products or signs of entry of range. Ex Christian Lacroix, propose a Bazar line with articles with less than 150 euros. Ex Louis Vuitton, propose toners, very cheap. Some follow even the two tracks.Ex Giorgio Armani its top-of-the-range claw gave rise to less expensive sub-brands (ofEmporio Armani w ith Armani Jean). But the diversification and the variation of the claws of luxury, are not without risk. A true strategic interrogation is posed how much products a mark can it carry without galvauder? The marks must take care to keep their positioning luxates. The products of luxury, supposed being inaccessible, are qualified products phantasms. If they are standardized, made common, with the range of the greatest number, the products of luxury are likely to lose will have to them.A whole of risks watches for the marks which are engulfed in the methods of diversification and variation Loss of the imaginary character of the marks mental loss in value of the products earthyizing of the mark devalorization of the mark Dilution of the mark about competition deterioration of the public image The shame of a customer on an article of entry of range rapidly made fade on the image of the unit. It seems of thus be likely to multiply the occasions of entry of range to satisfy the p assion with general public for the luxury.Finally the largest risk for a mark would be more not to be regarded as marks of luxury. Ex Gucci. The company had multiplied the licenses so much, that in 1995 one did not regard it any more as one mark of luxury. It will be necessary, to find a strong statute of mark of luxury, to give up the strategy of diversification and to count on the genius of the creator Tom Ford and on the ingeniousness of the chairman Domenico de Sole. But is thus to answer the passion of general public that the marks launched out in these strategies like acquiring a planetary stature.But today with the risks of vulgarizing, the marks prefer to control their production and their distribution. It is besides by using a distribution in selective network that the marks of luxury will be able to touch the public which agrees to them. Conclusion In strong progression, in spite of the international events of these last years, the sector of the luxury continues its change on multiple axes strengthener of the groups, widening of the territories of mark, atomization of the customers, need for conquest of rising generation, evolutions of the distribution networks and governmental news of communication?These transformations require quite informed actors in order to make the best decisions. General public occasionally seeks to get products of luxury. But contrary to the most affluent classes, it is a step of demonstration of the marks. One wants to show with the eyes of all which one has would be this only one accessory of a large mark. The passion of general public for the products of luxury led a phenomenon to develop at speed large V the counterfeit of marks. There is a request as regards luxury and the offer is done by products of counterfeit.There it is not a question of vulgar copy, quickly uncovered by the authorities. The marks must from now on face a counterfeit with the identical one, which sows the doubt in the spirit of the consumer. The co nsequence first is that certain marks go down in the street. It was the case for the mark Burberry. The second consequence is that the mark saw its image deteriorating near its target public so much so that it distinguishable to take legal measures to fight against the counterfeit. It was also necessary to centre its products in a very top-of-the-range positioning. As we saw throughout this work, the importa.