luxury

Good preliminary knowledge of the sector

An in-depth reflection on the semantics and implications of this notion

A specific fieldwork approach in the setting up of the recruitment, the location choices, the motivation logics and incentives, the choice of moderator

Typology of relationships to luxury, based on ethnological semi-directive interviews

Trans-category approach

Declination by sector

Studies on the manner in which the media builds universal codes

Studies on the signs given out by the luxury players (communication, PDV)

In-depth image assessment

Brand architecture study

Product concept research

Validation of the mix test