Presentation by Thomas Serrano, President - Havas Luxe Events.

1. F R E N C H L U X U RY V S . U S L U X U RY:
SIMILARITIES AND DIFFERENCES
Luxury Education Foundation
October 29, 2013
Thomas Serrano
Founder and President

2. CULTURAL DIFFERENCES
FRANCE vs. US
 2 Continents…
 2 Heritages…
 2 Different Approaches...

3. MÉTIER
BRAND EXPERIENCE
Same rules apply:
 Creativity, singularity, quality,
relevance, clarity of the message.
Same overall objective:
 Create a memorable moment that
enhances the brand/product image.

4. LUXURY vs. PREMIUM
BEYOND STATUS
 In the old continent, functionality
takes little to no part in the value of
a luxury item.
 In the US, pragmatism rules,
potentially leading to blurring the
line separating luxury from
premium.

5. BRANDS
LEGACY VS. MODERNITY?
 History, tradition, artisanship:
French luxury is rooted in
patrimony.
 Creation, youthfulness, success
story, glamour, star
endorsement as well as
education: American luxury is
rooted in newsworthy wow
effect.

6. AUDIENCE
ELITES vs. SOCIALITES
 The Elites want exhibition
material:cultural content, poetry,
sensoriality, substance.
 The Socialites want celebratory
material: get together,
celebrities,entertainment.

7. NATURE OF THE EVENT
MESSAGE vs. ENTERTAINMENT
#1 Asset in France:
 Exploration, experience,
creative adventure.
#1 Asset in the US:
 Design, staging, location,
right crowd.

8. EVENT STAGING
MUSEUM CITY vs. SKYLINE
Key word in Paris:
 Add modernity
Key Word in NYC:
 Add pedigree.

9. MAIN INFLUENCERS
DOERS vs. TELLERS
Designers lead the way:
 Their involvement is an event in
itself.
 They are the muses of luxury.
Editors are brand gurus:
 They are the ones to seduce.
 They build or kill brand
reputations in a country that
choses market
research over intuition.

10. DIGITAL IMPACT
IN PERSON vs. ONLINE
 Events select.
 Internet democratizes.
 Americans are far ahead.
(Facebook, Twitter, Pinterest,
Instagram)
 French are followers.
 Lifestreaming is the new
“15 minutes of celebrity.”

11. EXPECTED OUTCOME
IMAGE vs. ROI
 Mid to long-term image-building
and emotional benefits for Old
Continent’s prestige Brands.
 Short to mid-term rational and
commercial impact for US luxury
brands or the US branches of
French Brands.

12. CONCLUSION
BEWARE OF CLICHÉS
 There is no recipe.
 Every new client and brand
experience requires a different
solution.

13. Questions?