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Chic porn in the communication strategy of luxury houses

Résumé de l'étude de cas

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 target="_blank" title="Études et analyses concernant communication">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.

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Extraits de l'étude de cas

[...] 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. [...]

[...] Sophie Dahl, is a stereotype of the perfect woman of the 1970s. Well in her body, she evokes Marilyn Monroe: the same generosity of the forms and the same sensuality. With her, Tom Ford knew to revive Opium's myth. Yves Saint Laurent did not spare his efforts. 2-Reaction of rejection on Opium advertisement in France In France, feminist associations want a law aiming to protect woman's image in advertising. These associations show advertisements to make the promotion of the woman like a sexual object. [...]

[...] The photographers, first, put on scene the ?connected sex' in fashion, it was then easy to the luxury brands to take it on their account and thus to reorganize their public image. Thus, the revolution of luxury is moving well in the points of sales as well as in the media. But for what reasons so many of the great Houses (Dior, Vuitton, Moët Hennessy, Gucci, Yves St. Laurent, Ungaro, etc.) have adopted Chic porn for the promotion of their image? [...]

[...] As for the women, their speech was emancipated. They are heard everywhere. "All women have a different manner to express their fantasies", explains Chantal Thomass. Nowadays, nudity has intellectualized and acquired a sort of legitimacy. One can take the example of women like Catherine Millet who spreads out her sexual life over three hundred pages. Actually, it is difficult to escape from sexuality and it's posting in our modern societies. (For example, with television, in cinemas, where typical situations are put on scene, posting offers to the population, the images of men and women invite us from their suggestive positions to take part in a sex act, Internet offers sexuality in all its forms with tendencies which can sometimes be of perversion). [...]

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