October 18th, 2017. Amazing “professor experience” proposed by LVMH. Visit of Chaumet museum on Place Vendôme. A Discovery of the history of Chaumet house and its relation to French History.
Chaumet was founded by Marie-Étienne Nitot in 1780. In 1802, Nitot was appointed court jeweller to Emperor Napoleon I and his wife Joséphine de Beauharnais. Among the beautiful jewels and diadems created for the royalties, the most famous piece is probably the sword of Napoleon coronation, crowned with the huge 141-carat Regent Diamond.
A famous resident of the house was Chopin who wrote his last composition, the Mazurka in G Minor in the majestic Grand Salon with a view on Place Vendôme and died in the house on October 1849.
In the evening, I was invited to the Christian Dior exhibition at Musée des Arts Décoratifs. Blessed to be the LVMH Professor Ambassador at EDHEC.
We are not discussing anymore “is sustainable luxury an oxymoron?”… Responsible luxury is luxury. All luxury houses have stringent CSR policies, but several companies apply those rules better than others. In two different sectors, watch the videos on Kering sustainable luxury philosophy and ITC hotels, which is leading sustainable innovations in the hospitality sector. Last, watch the talks on sustainable luxury at New York Times International Luxury Conference 2016.
Year after year, we discover that the most hesitant luxury brands embrace digital channels. They lead digital innovations in physical stores, through their e-boutiques or their mobile applications. The challenge, then, is to be heart selling without being perceived hard selling. Shade lights on luxury brands initiatives which, in your opinion, contribute to the brand dream value.
Featured picture: 3D immersive experience in Club Med Champs Elysées
On October 28th, EDHEC BBA 4th year (Tourism, Hospitality and Event Management) discovered luxury travel from the perspective of a hotel (at Pullman Bercy) and that of the travel agent (at Club Med Champs Elysées).
Club Med opened in September 2015 a new concept of agency in an appartment, located on the second floor of a Hausmann building on the very touristic Avenue Champs Elysées. Club Med elevates “literally speaking” its image, welcoming upscale clients in this elegant apartment. The atmosphere is friendly and intimate, far away from traditional travel agencies on the street (see featured picture). Guests “pre-experience” their vacations as soon as they enter in the salon, through activation of all senses, from the discreet smell of monoi oïl to the display of artistic videos on giant screens. Club Med proposes also a 3D immersion into four of their villages.
At Pullman Bercy, Mathide Rullman, Talent Manager, had organized a tour that ended with open discussions with the guest experience manager and the event & communication manager, among others. The Pullman Bercy proposes an hyper-connected and welcoming playground to global travellers, business and family alike (see picture below in the lobby)
Thank you Loïck Menvielle, Director EDHEC BBA Horizon Tourism and EM, and Horizon Digital for organizing this incredible business trip for students.
In Monaco from September 21st to September 23rd, Luxe Pack showcased all new trends in the sector of luxury packaging. Luxe Pack trend observers identified three major trends shaping the sector this year:
Frugality, illustrated by sober packagings in neutral colors, creating a sense of serenity (eg. Carven, L’eau intense)
Compulsive, illustrated by vibrant packagings in bright colours, creating a sense of happyness (eg. Nina Ricci Pop)
Imprint, illustrated by sophisticated packagings that play on contrasts and reliefs, appealing to nostalgia and culture. (eg. Mumm bottle and its red cord embedded in the glass)
Eco-consciousness is still present, as a macro-trend that cross frontiers, generations and sectors. This year, Luxe Pack Monaco awarded Bormioli Luigi Glass Maker for its eco-jars, lighter by 50%, and that cut CO2 emissions by 60% (by comparison to jars of equal capacity). What other initiatives did attract your attention and why? For those who could not attend, you might find interesting examples at http://www.luxepack.com/ or shade light on a green initiative you find relevant.
Last April, I was interviewed by Alessandra Stanley from New York Times on Experiential Luxury. Following the interview, a very interesting paper was published on July 5th on custom-made and do-it-yourself blending wines and other highly exclusive experiences. We will be discussing this paper in the first session of the course “Luxury Hotels and Services”. Be ready to explain what makes an experience a “luxury experience”. As a start, read the article in NYTimes (Link below) and view Stephen Bolger (Viniv founder) interview on Les Echos video.
Highlight a luxury brand which you find appealing to the Millennials, your generation. Explain what elements in the marketing strategy makes the brand attractive to the youth. Upload a link to illustrate your comments.
On October 22nd, BBA Edhec 4th year students in Luxury track were welcomed at LUXE PACK Monaco. Students’ selection of the most impressive packaging innovations is attached to this post.
Luxe Pack Trends Observer. Visitors were introduced to the latest trends in luxury packaging, The Empire of Genres, Artisan Manifesto, XXL Branding, thanks to showcases illustrating these trends (picture below). In the afternoon, students attended a conference by Simon Tye (Executive Research Director at Consumer Research Group) “Asian consumer in 2025: Anticipate dramatic consumer changes and rethink your strategy”.
Interaction between packaging and the point of sale. The creation of immersive experiences in the store, thanks to connected packaging, was among the most interesting topics discussed during Friday’s roundtable. Panelists discussed the possibilities offered by kinetic installations such as Hibiki whisky interactive glass and Mischer’Traxler’s interactive curiosity cloud for Perrier Jouët. Both brands propose a customer experience blending tradition and innovation.
Thank you to Marie-Catherine Mars, Professor of Marketing at Edhec for organizing the visit. And thank you BBA Edhec for your involvement!
During the 3rd Fashion Tech Week, the entrepreneurial Adrien, Edhec 2015, founder of De Rigueur, a high-end leather accessories company, won the Fashion Pitch Night. The competitive advantages of De Rigueur products: beautifully designed connected objects such as smartphones pouches, hand-made in France in the best craftsmanship tradition (Goyard, Hermès). Aside to their aesthetics, De Rigueur products have a functionality which makes them a must for all men on the go: they serve as wireless external batteries and integrate Wifi connectivity. The first line of products targets men and will be available at La Garçonnière Concept Store (Paris 2e) from November 2015. We shall encourage Adrien and his team to consider the women market also…
As discussed in class, the luxury industry faces many challenges in being socially and environmentally responsible. Yet, many brands are engaged in initiatives which contribute to the welfare of society; they remain silent on their engagement. Deep luxury lies in discretion. Shade lights on brand initiatives you judge authentic, legitimate and impactful, true to the brand heritage.
This fall, we will shed lights on British designer Stella McCartney and her beautiful mind. We will discuss the case published earlier this year by Harvard Business School researchers, Anat Keinan and Sandrine Crener. Stella McCartney is a pioneer in sustainable fashion. She is the first and only fashion designer committed in excluding leather, exotic skins and fur in all her collections. The brand ethos is rooted in the protection of the environment. In order to complement the case, watch Stella’s interview during WWD 2009 Fashion/Apparel CEO summit (Youtube video embedded below).
Be prepared to defend your position: is socially responsible luxury an internally consistent proposition or a nice oxymoron? What are the (positive and negative) implications of building a business on values? Are consumers’ motivations regarding sustainable luxury always altruistic?
In order to feed your thoughts, read the articles quoted on p.35-p.36. They will be presented in class:
Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match?. Journal of Business Research, 66(10), pp.1896-1903.
Cervellon, M-C & Shammas, L. (2013). The value of sustainable luxury in mature markets: A customer-based approach, Journal of Corporate Citizenship, special issue Sustainable Luxury, 52, pp.90-101
Cervellon, M-C (2013). Conspicuous Conservation: Using semiotics to understand sustainable luxury, International Journal of Market Research, Vol 55(5), pp.695-717