Abstract
With the expansion of consumption, the luxury took new proportions in our societies. It is no longer a marginal phenomenon limited to a thin elite. It has become a significant sector of the economy. Through brands, it is ubiquitous in the world of communication.
Welcome to the society with luxury to all the floors. The word "luxury" in the singular having lost any substance, there is only the use of the plural to still give him a bit of sense. Fragmentation stems from the diversity of "consumers", the luxury report which varies according to
each market crops, in the sales channel, the level of democratization of brands. Because of a demystification of the luxury more widely available now, the issue is to redefine a new line of division between the true luxury, exclusive luxury, and the other, the inclusive luxury, the luxury of Mr and Mrs Everybody.
Exclusive luxury for the very wealthy" {now"many few" at the level of the planet} must propose a new DNA, with an even higher level of requirement. It must also be global, hyper personalized and hyper segmented. How to be trendy & glam without losing the suspicion of timeless and dream? How to keep its authenticity, his cultural roots, and another report at the time while rapidly integrating our society change?
