IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02309705.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Juliette Passebois-Ducros & Jean-François Trinquecoste & Frédéric Pichon, 2015. "Stratégies d’artification dans le domaine du luxe. Le cas des vins de prestige," Post-Print hal-02309705, HAL.
    • Handle: RePEc:hal:journl:hal-02309705
    DOI: 10.7193/DM.080.109.124
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02309705. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.