What role can communication agencies play in the ability of luxury brands to demonstrate resilience? In a recent speech at the Salon du Luxe Paris, Paul-Emmanuel Reiffers, the President and Founder of Mazarine, an international communication group specializing in luxury, premium brands, fashion, and culture, discussed the impact of the coronavirus crisis on the luxury and communication industries.
According to Reiffers, the luxury industry has been particularly affected by the crisis, with the events sector coming to a complete standstill. However, he also noted that this period of adversity has allowed the industry to reinvent itself and explore new ways of doing things. The digital and e-commerce aspects of luxury brands have become more important than ever, as clients are looking to redirect their business in the future.
Reiffers also commented on the actions of major luxury groups such as LVMH, Kering, and L’Oréal, who have shown solidarity and support during this challenging time. He emphasized that their actions were not simply marketing operations, but rather a natural response to a general problem. These companies, representing France worldwide, have made their production resources available to help combat the crisis.
Looking ahead, Reiffers discussed the future of luxury communication in the “World After” and the need to regain desire after fear. Luxury communication should focus on supporting brands in showcasing their products and adding value to them. While luxury products are inherently desirable, the nature of desire may shift in the post-pandemic world. Before the confinement, desire and luxury were associated with having time for oneself. However, after months spent at home, the desire to go out and engage with others may become more prominent. Communication agencies should therefore support brands in adapting to this new desire and help facilitate their recovery.
To learn more about the full speech of Paul-Emmanuel Reiffers at the Salon du Luxe Paris 2020, you can watch the video on the event’s platform (link: ). This speech delves into the purpose of communication agencies during times of crisis, the resilience of the fashion press, and the role of creativity in an efficiency-driven world.
In addition, for further insights into the luxury and communication industries, you may find the following links useful:
1. [How Luxury Brands are Navigating the Challenges of COVID-19](https://www.businessoffashion.com/articles/intelligence/how-luxury-brands-are-navigating-the-challenges-of-covid-19): This article explores the strategies luxury brands have employed to navigate the challenges posed by the COVID-19 crisis and maintain their resilience.
2. [The Impact of Digital Transformation on the Luxury Industry](https://www.luxurydaily.com/the-impact-of-digital-transformation-on-the-luxury-industry/): This piece discusses the increasing importance of digital transformation in the luxury industry and its impact on communication strategies and consumer behavior.
