Le porno chic dans la stratégie de communication des maisons de luxe
9.95€
étude de cas
publié le 03/01/2006
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niveau : expert
consulté 19 fois
Résumé
Why it works, what are the limits?
Today, luxury is not only for the elite but for the elitist part of each of us. The shockvertising stream has helped luxury brand to touch more consumers regards to the new idea of consuming luxury. But before luxury brands realise that they need to communicate to catch new consumers, their conception of a luxury product communication was quite “old fashioned”.
Luxury is defined with three criteria: the brand visibility, the symbolics 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 the standardization.
Then till the end of the 80’s, the public image of luxury brands is carried only by models of various origins: Western, Asian and African Afro which represent 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 country, refusing to take risks, and then continue to use a minimalist communication and 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, create fashions. The luxury marketing does not have as aims, especially in France, to answer identified expectancies of the consumer but to cause his desire. Moreover, the luxury products are seldom the object of qualitative studies or market researches at the moment.
The marketing of luxury is a marketing of proposal, where the initiative is always on the side of the creator but we can only notice the lack of creativity in the 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 in scene.
The often high prices do not allow to win the loyalty of a large clientèle. Formerly feed 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.
Today, luxury is not only for the elite but for the elitist part of each of us. The shockvertising stream has helped luxury brand to touch more consumers regards to the new idea of consuming luxury. But before luxury brands realise that they need to communicate to catch new consumers, their conception of a luxury product communication was quite “old fashioned”.
Luxury is defined with three criteria: the brand visibility, the symbolics 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 the standardization.
Then till the end of the 80’s, the public image of luxury brands is carried only by models of various origins: Western, Asian and African Afro which represent 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 country, refusing to take risks, and then continue to use a minimalist communication and 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, create fashions. The luxury marketing does not have as aims, especially in France, to answer identified expectancies of the consumer but to cause his desire. Moreover, the luxury products are seldom the object of qualitative studies or market researches at the moment.
The marketing of luxury is a marketing of proposal, where the initiative is always on the side of the creator but we can only notice the lack of creativity in the 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 in scene.
The often high prices do not allow to win the loyalty of a large clientèle. Formerly feed 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.
Sommaire
- Phenomenon of fashion
- Chic Porn is everywhere
- Chic porn is based on a sociocultural environment
- A trend that arouses wide interest
- Chic Porn in Luxury communication strategy
- A will of renovation of the public image
- Causing the desire to cause the purchase
- The example of DOM PERIGNON
- Disadvantages by using Chic Porn in communication strategy
- The image of woman and man
- A risk of rejection of the customers
- Chic porn is a phenomenon of short duration
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