« Mom Gave Me Her Hermes Bag »: Intergenerational Transmission Of Luxury Brands[« Maman m’a légué son sac Hermès » : Transmission intergénérationnelle de marques de luxe]

This paper examines the intergenerational transmission of luxury brands in mother-daughter dyads through a dual qualitative approach (20 semi-structured interviews and the projective AOL method). Drawing on the theory of emotional groundedness, it analyzes how inherited luxury objects become spatial, social, and temporal anchors, reinforcing family ties and ensuring generational continuity. The study extends the transmission model by incorporating a projection phase, emphasizing the reinterpretation of luxury objects by future generations. The findings reveal that these objects transcend their materiality to fit into an emotional logic of recirculation and sustainable luxury consumption. From a managerial perspective, the paper proposes strategies for luxury brands: by developing restoration services, personalization, and transgenerational offers, they can optimize residual value and extend the post-use longevity of their products. This work positions the transmission of luxury brands as a key lever in balancing tradition, innovation, and social responsibility.