How can the art of living (art de vivre) make the French luxury industry unique and competitive?

Wided Batat () and Gwarlann de Kerviler ()
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Wided Batat: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Gwarlann de Kerviler: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: The French art of living (art de vivre), although an abstract concept, is strongly connected to the luxury goods industry. We refer to "French luxury" as a sector of excellence that merges culture, lifestyle, and historic luxury brands. Yet, although the French art of living is what can enhance the competiveness and the uniqueness of French luxury businesses of both old and emerging young brands, the concept of art de vivre is not defined in the literature and remains very abstract. In this conceptual article, we define the concept of the French art of living. We identify the five pillars, namely, culinary art and tasting, beaux arts (fine arts), haute couture, French literature, and the art of perfume that French luxury businesses can implement in developing a competitive advantage that is embedded in the French luxury culture.

Date: 2020
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Published in Marché et Organisations, 2020, 37 (1), pp.15 à 32. ⟨10.3917/maorg.037.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02511246

DOI: 10.3917/maorg.037.0015

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