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.
[...] 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. [...]
[...] In the luxury world, one can notice that in these last few years, there is a lack of dynamism on behalf of the brands which gave place for questions - How Brands use Chic Porn to rejuvenate their public image? To want to attract many customers represents a real danger to the image of a Luxury Brand. Indeed, as any fashion, perfumery or hotel trade, luxury risks to standardize itself while seeking to be liked by the greatest number. Houses have lost their rarity and their elitism while becoming increasingly accessible. [...]
[...] Man like object We speak about the discrediting of the image of the woman in chic porn but man is also the new victim of this request. Indeed, the revolution is changing. The new trend is to use men to do the advertising. The topics of the man-object, ‘slave man', or even ‘waste-man' are often taken up and developed. Man is a ‘slave' Advertisement must include various elements such as the aesthetic, the provocation, the chic porn's humour . except that today it is a man and not a woman who is in the heart of advertisement. [...]
[...] II Chic Porn in Luxury communication strategy In France, at the beginning of the 1990s, thanks to a favourable socio- cultural environment, bodies were shown in advertisements of mass market products. The Luxury Brands adapted this concept to their products which carry in them a strong emotional value, and raise their advertisements to the rank of Art. The objective is to reposition ageing brands, to build a new universe of them, and thus attract a larger and less traditional audience. [...]
[...] III Disadvantages of using Chic Porn in communication strategy The image of woman and man 1-The image of a woman Creative agencies of advertisement analysed that one woman in two are irritated to see Sadomasochism, chic porn, and sexism presented on all the pages of the magazines (according to a survey IPSOS). To illustrate this remark, let us study the different presentations of women in advertisements. The woman in chic porn: a stereotyped creation of advertising agents. The advertising agents, through the phenomenon of the chic porn, have created characters of stereotyped women: - the russet-red one with the milky skin - the striking blonde one - the brown dominating one In the creative imaginary, the russet-red ones hold the role of the seducer of luxury (jewels, silk trade); girls with short hair and streaks are found in scenes of sadomasochism, with many accessories which does not leave any doubt of their violent sexuality boots, collar of crew-neck sweater ‘dog'). [...]
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