Stratégies d’artification dans le domaine du luxe. Le cas des vins de prestige

Juliette Passebois-Ducros, Jean-François Trinquecoste and Frédéric Pichon
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Juliette Passebois-Ducros: Institut d'Administration des Entreprises (IAE) - Bordeaux
Jean-François Trinquecoste: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Frédéric Pichon: Decision Technologies & Mathematics - Thales Research and Technology

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Abstract: Artification strategies in luxury: the case of prestige wines This research is about the artification process in the luxury sector and more specifically for natural but luxury products from the terroir (luxury wines). The artification is the process by which a common object or a practice becomes a "work of art" and is entered into the "world of art" (Shapiro, 2004). Based on a literature review we analyse, in this article, to what extent the current collaboration between the luxury sector and the art world is relevant to artification. Our analysis confirms that the luxury sector is today partially "artified", meaning that products are perceived as works of art and producers as artists. We then move to natural but luxury products and analyze how the artification could be adopted to this specific case, i.e. for products emerging from "nature". Based on a comparative analyze of advertising in this sector, we highlight how to artify luxury products emer- ging from "nature", for the specific case of luxury wines. The role of the "signature" strategy is highlighted, its benefits and limits are exposed and discussed.

Keywords: luxury brand; artification; art; luxury wines; luxe; artketing; vins de prestige (search for similar items in EconPapers)
Date: 2015-12-14
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Published in Décisions Marketing, 2015, 80, pp.109-124. ⟨10.7193/DM.080.109.124⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309705

DOI: 10.7193/DM.080.109.124

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