On the eve of his highly anticipated webinar, Stéphane Galienni, an expert in creative strategy for luxury brands, reflects on the current storytelling trends in the luxury industry. Galienni is an Associate Director at Balistik#Art and a Professor at the Paris School of Luxury. One notable figure in the industry who stands out for her forward-thinking storytelling is fashion designer Marine Serre, winner of the 2017 LVMH Prize. Serre’s storytelling revolves around her environmental beliefs, emphasizing that “the apocalypse is already here…”
Luxury brands are known for their longevity, timelessness, and immortality. Some even have ties to French royalty, such as LOUIS XIII cognac from Maison Rémy Martin, established in 1724, and Guerlain, a leading French perfumery celebrating its 190th anniversary in 2018. These prestigious brands have withstood the test of time, surviving through revolutions, wars, and globalization. However, the question remains – will they survive the post-Covid-19 world?
One of the ways LOUIS XIII distinguishes itself is through the art and technology it employs to tell the emotional story behind its cognac. Luxury brands have a fondness for storytelling because they don’t simply sell products; they sell a dream – the dream of luxury. This dream encompasses unique savoir-faire, iconic products, glamorous ambassadors, exquisite packaging, and extravagant experiences. Luxury brands employ various strategies to captivate their diverse audience and differentiate themselves from others in the sector.
The famous “codes of luxury” have permeated the consumer goods market, including the use of ambassadors shared among multiple brands. To separate themselves from imitators, prestigious houses rely on authentic storytelling. Some brands choose to break down historical barriers from their past and embrace modernity, while others leverage their strong foundations and mythical founders to confidently navigate through time.
Storytelling is a powerful communication technique that captures audiences’ attention in an often saturated media landscape. It sets luxury brands apart from their competitors by creating emotions and establishing brand memorability. In the past, the dominant storytelling model for luxury brands was the modern fairy tale, exemplified by campaigns like Hermès’ “Life as a fairy tale” in 2010. However, these fantastical and disconnected narratives have ceased to resonate with younger, digitally-native generations who value authenticity and relatability.
As digital technology grants more power to luxury consumers, storytelling in the industry is evolving towards new narrative patterns and advertising archetypes. Brands are now creating a cast of complementary heroes alongside their unique ambassadors. These heroes can represent different social groups, allowing individual consumers to identify with a specific narrative presented by the brand. This approach mirrors the structure of a Netflix series, where secondary characters contribute to the success of the overall story.
The events of September 11, 2001, thrust the world into a new era, but people quickly embraced the digital age without contemplating the future of civilization. However, the current Covid-19 pandemic has once again prompted deep existential questions about our world. In this uncertain landscape, luxury brands must decide whether to continue with their dream-like narratives that are often disconnected from reality or adopt a new approach characterized by “new modesty.”
To explore these questions, Stéphane Galienni is hosting a 45-minute webinar on luxury brand storytelling. The webinar will take place on Wednesday, May 6 at 3 p.m. Participants can register and provide their contact information through this link: [link].
For more information and insights on luxury brand storytelling, please visit the following links:
– [Link 1](https://www.examplelink1.com)
– [Link 2](https://www.examplelink2.com)
