Stratégies et enjeux communicationnels des expositions muséales des marques de luxe : Chanel, Dior & Louis Vuitton

Eleni MOURATIDOU

KEYWORDS : luxury, heritage, transmedia, depublicitarisation, musealization

ABSTRACT : From an axiological point of view, luxury objects are organised around values such as quality, exclusivity and rarity. From a commercial point of view, they have been the subject of mass industrialization and dissemination for several decades, which may contradict the axiological environment in which they operate. Faced with this contradiction, luxury brands develop communication strategies that allow them to further promote the symbolic and even artistic dimension of their products. Here I will examine the communication strategies and challenges of luxury brand exhibitions in museums. The objective is, to document how these exhibitions are on one hand, a communicational pretext being part of a transmedia narrative strategy and, on the other, an opportunity to reconcile the rarity, the omnipresence and even the commoditization of luxury objects.

To read the abstract of the article in French, click on the link below :
Stratégies et enjeux communicationnels des expositions muséales des marques de luxe : Chanel, Dior & Louis Vuitton

Eleni MOURATIDOU

Université Paris 13 – Labsic,
mouratidou[at]univ-paris13.fr

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