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Chic porn in the communication strategy of luxury houses

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  1. Phenomenon of fashion
    1. Chic Porn is everywhere
    2. Chic porn is based on a sociocultural environment
    3. A trend that arouses wide interest
  2. Chic Porn in Luxury communication strategy
    1. A will of renovation of the public image
    2. Causing the desire to cause the purchase
    3. The example of DOM PERIGNON
  3. Disadvantages by using Chic Porn in communication strategy
    1. The image of woman and man
    2. A risk of rejection of the customers
    3. Chic porn is a phenomenon of short duration

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. [...]


[...] This picture is incredibly aggressive in its message, the woman has a statute of a ?perverse teaser Chic porn can cause violent reactions, so much that the customers can be diverted from the brand. All the subtlety of the advertising agents is to control the proportion of the risk and not to cause a reaction of rejection on the part of the customers. That confirms the idea of exploitation of the woman as an object (here a sex object) which shocks certain customers, this one not being recognized in this concept, and not adhering to the idea to show a body of naked woman. [...]

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