"Among those under 35, 70% have made luxury purchases
Posted: Sun Jan 12, 2025 6:55 am
April 30, 2018
Luxury is a major economic player for France and some brands have built a reputation for themselves on a national and international scale. In recent years, digital technology and the crisis have changed the consumption patterns of the French. Luxury brands are questioning themselves and must find communication and marketing strategies to last over time.
on the Web in the last architect database 12 months", this new mode of consumption corresponds to a new generation of hyper-connected people called millennials. This generation represents a certain interest for these iconic brands but also a risk. Millennials do not have the same modes of consumption and the same way of thinking as previous generations. Brands must adapt modern and innovative strategies to reach this target and guarantee the brand image.
But Dior has a certain advantage with this new generation thanks to its values of rebellion and timelessness. This is where the Director of the MBA program in Luxury and Fashion Management and Marketing at ESLSCA Business School Paris, Michel HAYOUN, deepens his expertise by comparing the consumption patterns of millennials and Dior's emblematic culture. This new generation is a real challenge for this brand that is a symbol of French culture.
Luxury is a major economic player for France and some brands have built a reputation for themselves on a national and international scale. In recent years, digital technology and the crisis have changed the consumption patterns of the French. Luxury brands are questioning themselves and must find communication and marketing strategies to last over time.
on the Web in the last architect database 12 months", this new mode of consumption corresponds to a new generation of hyper-connected people called millennials. This generation represents a certain interest for these iconic brands but also a risk. Millennials do not have the same modes of consumption and the same way of thinking as previous generations. Brands must adapt modern and innovative strategies to reach this target and guarantee the brand image.
But Dior has a certain advantage with this new generation thanks to its values of rebellion and timelessness. This is where the Director of the MBA program in Luxury and Fashion Management and Marketing at ESLSCA Business School Paris, Michel HAYOUN, deepens his expertise by comparing the consumption patterns of millennials and Dior's emblematic culture. This new generation is a real challenge for this brand that is a symbol of French culture.