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Utilisation des Egéries dans la Communication de Luxe Manal AMROUI Sophie BROUSSE BérangèrePage CHAILLOUX 1 4COM1 SOMMAIRE Partie 1: Introduction Qu’est ce qu’une égérie? Bref historique des égéries Partie 2: Stratégie marketing Un outil de communication puissant Le cas Louis Vuitton Un outil que se banalise…. Page 2 Il était une fois une nymphe nommée Egérie… Égérie est une nymphe par qui le roi romain Numa Pompilius se prétendait inspiré lorsqu'il mit en place les institutions religieuses Leur nom de code? Égéries. Leur fonction? Actrices, top- modèles, « filles de », pop stars, sportives. Leur mission? Correspondre à l’image que renvoie le produit et proposer du rêve. Le consommateur s’identifie à l’égérie et se met à désirer le produit utilisé par quelqu’un d’exception. Page 3 Marie Vernet Worth première égérie en 1853, pour Charles Frederic Worth Page 4 Année 20 Greta Garbo pour Jean Marlene Dietrich pour Patou Christian Dior Page 5 Marie Hélène Arnaud dans Catherine Deneune pour YSL Les années 50 Dans les années 60 Page 6 Un outil de communication puissant Sophie Marceau pour Chaumet Agyness Deyn pour JPG Emma Watson pour Burberry Page 7 Un outil de communication puissant Claudia Schiffer pour Charlize Theron Pour Dior Yves Saint Laurent Page 8 Un outil de communication puissant Laetitia Casta pour Ralph Lauren Eva Green pour Montblanc Julia Roberts Pour Lancôme Page 9 Le cas Louis Vuitton Une marque avec une communication à multiples tiroirs …mais la stratégie peut ne pas être comprise… Page 10 Le cas Louis Vuitton Les perspectives de développement à l’étranger expliquent les stratégies de starisation internationale… Page 11 Une surenchère des égéries Chanel n°5 Ventes X 17 Page 12 Une campagne basée sur le décalage Jennifer Lopez et Louis Vuitton Page 13 Une campagne testimoniale Deneuve & Louis Vuitton Gorbatchev Page 14 Les égéries, un outil qui se banalise Kate Moss pour Top Shop Taylor Momsen pour New look Page 15 Kate Moss, une égérie multimarques Exemple de Kate Moss Page 16 ? Mais qui est la vraie star: ? Le produit ou? l’égérie???? ? ? ? ? ? Page 17 Merci de votre attention... Manal AMROUI Sophie BROUSSE BérangèrePage CHAILLOUX 18 4COM1.

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BILLY SULLIVAN *1946 in New York, USA Lives and Works in New York City
BILLY SULLIVAN *1946 in New York, USA Lives and works in New York City Education Depuis 1788 1968 School of Visual Arts, New York, NY, USA 1964 High School of Art and Design, New York, NY, USA Freymond-Guth Fine Arts Riehenstrasse 90 B Teaching CH-4058 Basel T +41 (0)61 501 9020 1997 The School of Visual Arts, New York: BFA Photo Thesis ofﬁ[email protected] 2012–14 New York University: MFA Program, Studio Art, Steinhardt School of www.freymondguth.com Culture, Education, and Human Development 2003–06, New York University, Interactive Telecommunication Program 2010–14 1999 Harvard University, The Department of Visual and Environmental Studies Solo Shows (selection) 2016 Monteverdi Art Gallery, Sarteano, Tuscany, curated by Sarah McCrory kaufmann repetto, New York 2015 Ille Arts, Amagansett, NY, USA 2014 Time after Time, Freymond-Guth Fine Arts, Zurich, CH Blush, Galerie Sabine Knust, Munich, DE 2012 Bird Drawings, Glenn Horowitz Bookseller, East Hampton, NY, USA Nicole Klagsbrun Gallery, New York, NY, USA 2011 Still, Looking, Kaufmann Repetto, Milan, IT Now & Then, Baldwin Gallery, Aspen, CO, USA 2010 Susanne Hilberry Gallery, Ferndale, MI, USA East End Photographs 1973-2009, Salomon Contemporary, East Hampton, NY, USA 2009 Galerie Sabine Knust, Munich, DE Conversations, Nicole Klagsbrun Gallery, New York, NY, USA 2008 Regen Projects, Los Angeles, CA, USA Rebecca Ibel Gallery, Columbus, OH, USA Texas Gallery, Houston, TX, USA 2007 Guild Hall, East Hampton, NY, USA Galleria Francesca Kaufmann, Milan, IT 2006 New Work, Rebecca Ibel Gallery,
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UK FASHION LOVERS MORE INTERESTED in NATIONAL CHOCOLATE WEEK THAN LONDON FASHION WEEK Submitted By: 10 Yetis PR and Marketing Tuesday, 16 September 2008
UK FASHION LOVERS MORE INTERESTED IN NATIONAL CHOCOLATE WEEK THAN LONDON FASHION WEEK Submitted by: 10 Yetis PR and Marketing Tuesday, 16 September 2008 London Fashion Week may have already started with a huge fanfare but a leading celebrity fashion website has discovered that its own UK users are more interested in National Chocolate Week than they are the fashion event taking place in the Capital City. A leading celebrity fashion website has discovered that females aged between 18 and 30 are more interested in the UK’s National Chocolate Week than they are in this year’s London Fashion Week. Just below 3,700 people took part in the survey for MyCelebrityFashion which asked its fashion conscious users to select which UK “Week” they were interested in the most. National Chocolate Week received 62% of the vote, National Condom Week received 17% of votes and London Fashion Week got just 11% of votes. The rest of the votes were split between the National Chip, Curry and Vegetarian Week’s. 41% of people asked said the reason they were not interested was because of the high cost of the clothes on show and 36% said that they felt the ranges being shown were not relevant to every day fashion. Most worryingly for the future of the British fashion, 22% felt that it was only an event that the ultra-rich could now attend. Speaking about the results www.MyCelebrityFashion.co.uk Head Fashionista Jill Tovey said, “Whilst we at MyCelebrityFashion have been gearing up for London Fashion Week for some time, we thought it odd that not one of our thousands of users had mentioned it or were discussing it with our fashion conscious community”.
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Close Encounter Chanel’S Mobile Art Mother Ship Has Landed in Central Park
▲ NEWS: ▲ Ann FASHION: ▲ RETAIL: Taylor Contemporary ▲ NEWS: Topshop taps brands Susan goes design, feel the Sokol bigger in store squeeze, to exit Tokyo, heads, page 9. Vera page 3. Wang, page 3. page 3. WWDWomen’s Wear Daily • TheTHURSDAY Retailers’ Daily Newspaper • October 16, 2008 • $3.00 Sportswear Close Encounter Chanel’s Mobile Art mother ship has landed in Central Park. The futuristic, Zaha Hadid-designed pavilion, which houses 18 modern artists’ odes to the iconic Chanel 2.55 handbag, will open to the public on Monday. For more on the installation, see pages 6 and 7. Bleak House: Retail Shares Dive Again as Outlook Darkens By David Moin and Evan Clark On a day marked by disappointments in which it has issued them, and the Credit jitters have given way to on several fronts, the Commerce weakness recently seen in retail shares holiday dread. Department reported declines in swept over the vendor community, led by The severity of the retail downturn nearly every category of retail sales in a nearly 30 percent drop in the price of was on full display Wednesday, in the September, including department and Jones Apparel Group Inc. shares. Jones process further depressing already specialty stores; the National Retail reduced its earnings estimates for the downtrodden stocks and anemic Federation issued its lowest forecast year after the market closed Tuesday. holiday expectations. for holiday spending in the seven years See More, Page 17 PHOTO BY TALAYA CENTENO TALAYA PHOTO BY WWD.COM WWDTHURSDAY Sportswear FASHION 6 Karl Lagerfeld and Zaha Hadid’s Space-Age spin ™ on portable structures, Chanel’s Mobile Art pavil- ion, has touched down in Central Park.
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Floral Arrangement
Most-ExpensiveThe U.S. SInside: Pg. 16 HERMES’ RTW PUSH/3 RETAILING AT THE PLAZA/3 WWD Women’s Wear Daily • The Retailers’ Daily Newspaper • October 4, 2007 • $2.00 List WWDTHURSDAY treets Sportswear Floral Arrangement PARIS — Dries Van Noten has always loved prints, but for spring he went crazy for them, pushing himself to use them in new ways and adding sterling silver and semiprecious stones. Here, one of his bold combinations: a top and pants in contrasting patterns of irises and other blooms, worn with chunky jewelry. For more on the season, see pages 4 to 8. Arnault Grows Empire: Luxury Titan Investing In Real Estate, Internet By Miles Socha PARIS — It’s hardly his spending spree of the late Nineties, but Bernard Arnault remains one of the industry’s most active, savvy and unpredictable investors. And even as the luxury titan and chairman and chief executive officer of LVMH Moët Hennessy Louis Vuitton zeroes in on his latest conquest, the French financial daily Les Echos, he has teams of advisers hunting on a worldwide basis for other attractive places to park his money. According to sources, the richest man in France and the seventh wealthiest in the world — with a fortune estimated See Arnault’s, Page9 PHOTO BY GIOVANNI GIANNONI GIOVANNI PHOTO BY WWD.COM WWDTHURSDAY Sportswear ™ PARIS COLLECTIONS A weekly update on consumer attitudes and behavior based Valentino and Karl Lagerfeld stuck to real clothes for real women, while on ongoing research from Cotton Incorporated 4 Jean Paul Gaultier created an ode to “The Pirates of the Caribbean.” FALL HARVEST GENERAL A Bounty of Sweater Styles Explode at Retail It’s hardly his spending spree of the late Nineties, but Bernard Arnault 1 remains one of the industry’s most active and unpredictable investors.
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and How Long Does Ullman Have?
LEGAL AFFAIRS SHOW OFF MARTHA STEWART WINS A ROUND MEN’S FURNISHINGS IN THE MACY’S CASE. PAGE 6 L GET BOLD AND COLORFUL. L CRISTIANA RUELLA REVEALS PAGE MW1 HOW DOLCE & GABBANA WAS ALMOST BOUGHT IN THE NINETIES AND EARLY AUGHTS. PAGE 2 WWDTHURSDAY, APRIL 11, 2013 Q $3.00 Q WOMEN’S WEAR DAILY Was Ron Right ... ... and how long does Ullman have? continued to skewer Johnson, his management approach By DAVID MOIN and hasty reinvention, and speculated on Penney’s future. Still, some were surprised Johnson was ousted so soon, RON JOHNSON’S STRATEGY for J.C. Penney, if it had worked, before results on all the new spring merchandise could would have reinvented modern department store retailing. be weighed. It was audacious, iconoclastic and long-term in its at- “My guess is the numbers had to have been so bad,” said tempt to modernize the retailer’s image, store design and one retail ceo, who requested anonymity. merchandise and cut all the coupons and price promoting. A few sources said some of Johnson’s innovations at But the former Penney’s chief executive ofﬁ cer was ousted Penney’s could survive — shops-in-shop for brands like on Monday, leaving the company in a tailspin, struggling Izod, Levi’s and Liz Claiborne; some of the newer contem- to recapture lost customers, and with a potential business porary merchandise like Joe Fresh, and the revamped home school case study on how not to manage a public company. department with exclusive brands, reﬂ ecting an attempt to Even William Ackman, whose Pershing Square Capital modernize and to some extent upscale the presentation.
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Elegant Game
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Central Park 1..859
Dossier : am309081_3b2 Document : Central_Park Date : 15/2/2010 9h22 Page 5/859 Katherine Pancol Les écureuils de Central Park sont tristes le lundi ROMAN Albin Michel Dossier : am309081_3b2 Document : Central_Park Date : 15/2/2010 9h22 Page 13/859 Hortense attrapa la bouteille de champagne au goulot et la ren- versa dans le seau à glace. La bouteille était pleine et cela fit un drôle de bruit. Le choc du verre contre la paroi de métal, le crisse- ment des glaçons qu'on écrase puis un gargouillis suivi d'une péta- rade de bulles qui éclatèrent à la surface en mousse translucide. Le garçon en veste blanche et nœud papillon noir haussa un sourcil. – Infect, ce champagne ! grogna Hortense en français en don- nant une pichenette au cul de la bouteille. Quand on n'a pas les moyens de se payer une bonne marque, on n'en sert pas une qui tord les boyaux… Elle s'empara d'une seconde bouteille et répéta son acte de sabo- tage. La face du garçon s'empourpra. Il regardait, stupéfait, la bou- teille se vider lentement et semblait se demander s'il devait donner l'alerte. Il jeta un regard circulaire, cherchant un témoin du van- dalisme de cette fille qui culbutait les bouteilles en proférant des insultes. Il transpirait et la sueur soulignait le chapelet de furoncles qui lui ornait le front. Encore un plouc anglais qui bave devant le raisin gazeux, se dit Hortense en lissant une mèche rebelle qu'elle coinça derrière son oreille. Il ne la quittait pas des yeux, prêt à la ceinturer si elle recommençait.
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Cover Story 8 CATWALK STYLE #1 CATWALK STYLE #2 CA CATW
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Split Decision Miuccia Prada Gets Into the Groove of the Eighties for Miu Miu Cruise with Sexy Shapes in High-Contrast Color Combinations
PENNEY’S CUTS BACK/3 CHRISTIAN FRANCIS ROTH RETURNS/3 WWDWomen’s Wear Daily • TThehehe THURSDAYRRetailers’etetaaiilelersr ’ DaDDailyi Newspaper • June 26, 2008 • $2.00 Sportswear Split Decision Miuccia Prada gets into the groove of the Eighties for Miu Miu cruise with sexy shapes in high-contrast color combinations. Here, her ruched purple dress, split up the center and worn over a black bathing suit. For more on the collection, see page 6. The Road Runs Out: Streetwear Adapts As Market Implodes By Julee Kaplan IT’S CRUNCH TIME. At the start of the decade, hip-hop was on fire. Record sales were booming, chart-topping artists seemed to pop up daily and the music generated a whole new fashion look. Musicians and producers like Jay-Z, Jennifer Lopez, Sean “Diddy” Combs, Beyoncé Knowles, 50 Cent and Eve were eager to extend their brands into apparel, spawning labels such as JLo by Jennifer Lopez, Rocawear, Sean John, House of Deréon, G-Unit and Fetish. The result was what seemed to be a newly formed urban women’s apparel See Streetwear’s, Page4 PHOTO BY KHEPRI STUDIO PHOTO BY WWD.COM WWDTHURSDAY Sportswear ™ FASHION A weekly update on consumer attitudes and behavior based At Miu Miu, Miuccia Prada works Eighties sexiness and color on ongoing research from Cotton Incorporated 6 combinations without falling into the nostalgia trap. GENERAL THE POWER OF PRINTS While many hip-hop fashion lines have faded, the segment is showing Bold florals, graphics and animal patterns drive dresses this season 1 life as new brands emerge and others adjust to the changing market.
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Celebrity Fashion Website Launches New Men's Section
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Opening February 18
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The New Muse Ossie+Vanessa Homage Anatomy Lesson It Bag Uncover
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