Luxe et virtualité: le vertige du contrôle

AbstractThe communication of luxury brands had once counted on specific media (special shops, specific pages of magazines, its own advertising codes) distant from other more generic media vehicles, but nowadays such communication must define its new codes, in order to build its specificity in the new virtual media, starting with its presence on the internet, with the constraint of its exclusivity, i.e., to avoid banality and cultivate its exception. Not that we should invent new content, "the luxury is the luxury," one could say, but obviously it is about the appropriation of this space in its...