F R E N C H L U X U R Y V S . U S L U X U R Y :

S I M I L A R I T I E S A N D D I F F E R E N C E S

Luxury Education Foundation

October 29, 2013

Thomas Serrano

Founder and President

CULTURAL DIFFERENCES

FRANCE vs. US

2 Continents…

2 Heritages…

2 Different Approaches...

MÉTIER

BRAND EXPERIENCE

Same rules apply:

Creativity, singularity, quality,

relevance, clarity of the message.

Same overall objective:

Create a memorable moment that

enhances the brand/product image.

LUXURY vs. PREMIUM

BEYOND STATUS

In the old continent, functionality

takes little to no part in the value of

a luxury item.

In the US, pragmatism rules,

potentially leading to blurring the

line separating luxury from

premium.

BRANDS

LEGACY VS. MODERNITY?

History, tradition, artisanship:

French luxury is rooted in

patrimony.

Creation, youthfulness, success

story, glamour, star

endorsement as well as

education: American luxury is

rooted in newsworthy wow

effect.

AUDIENCE

ELITES vs. SOCIALITES

The Elites want exhibition

material:cultural content, poetry,

sensoriality, substance.

The Socialites want celebratory

material: get together,

celebrities,entertainment.

NATURE OF THE EVENT

MESSAGE vs. ENTERTAINMENT

#1 Asset in France:

Exploration, experience,

creative adventure.

#1 Asset in the US:

Design, staging, location,

right crowd.

EVENT STAGING

MUSEUM CITY vs. SKYLINE

Key word in Paris:

Add modernity

Key Word in NYC:

Add pedigree.

MAIN INFLUENCERS

DOERS vs. TELLERS

Designers lead the way:

Their involvement is an event in

itself.

They are the muses of luxury.

Editors are brand gurus:

They are the ones to seduce.

They build or kill brand

reputations in a country that

choses market

research over intuition.

DIGITAL IMPACT

IN PERSON vs. ONLINE

Events select.

Internet democratizes.

Americans are far ahead.

(Facebook, Twitter, Pinterest,

Instagram)

French are followers.

Lifestreaming is the new

“15 minutes of celebrity.”

EXPECTED OUTCOME

IMAGE vs. ROI

Mid to long-term image-building

and emotional benefits for Old

Continent’s prestige Brands.

Short to mid-term rational and

commercial impact for US luxury

brands or the US branches of

French Brands.

CONCLUSION

BEWARE OF CLICHÉS

There is no recipe.

Every new client and brand

experience requires a different

solution.

Quest ions?