French Luxury Goods

 
 
 

Vocabulary

poise	dreary	contradiction
facade	opulent	magnificent
cache	renowned	seamstress
grace	attract	craftsmanship
unique	apprentice	golden age
tailor	scarcity	account for
honor	affluent	handbag

 
 
 
 
 
 
 

Video

 

 
 
 
 

Transcript

This is the magnificent Place Vendome in Paris, renowned home of the top fashion houses Chanel . . . Louis Vuitton . . . and Dior.

These opulent facades are a contradiction of the dreary state of the French economy.

No matter how deep the country finds itself in crisis, France is a global leader as far as luxury goods are concerned.

This advertising agency is trying to discover just what gives France its special cache.

Philippe Lentschener, McCann France CEO: “The French have always loved detail, poise and social grace.

The first center of deluxe crafts was Versailles. That was where all the master craftsmen came and passed their knowledge down to their apprentices.”

Chanel is one of the most renowned symbols of French craftsmanship.

The fashion houses seamstresses, known as “small hands”, are the ones who turn the designers ideas into reality.

Each item is unique. That’s part of what attracts wealthy customers worldwide.

Philippe Lentschener: “For their money, they not only get TOP quality, but an entire world of style and history as well.”

The French luxury goods industry is enjoying a golden age due to increasingly affluent, Asian customers.

In France, Asians now account for half of the clientele. And in Asia itself, especially China, demand is growing sharply.

Benedicte Sabadie advises Chanel and Vuitton and their global marketing strategy. She says the secret of success in Asia, is less is more.

Benedicte Sabadie, Deloitte Luxury Goods Consultant: “The fashion houses understand that they can’t just put all their products out — but have to create scarcity.

For example, you won’t find any of MS’s classic handbag models in one of their stores. If you want one, you have to get on a waiting list.

That strategy is especially tailored for each city . . . each customer profile.”

Here at Place Vendome, tradition is still being honored. And that will help keep the lights shining for the French luxury goods industry, well into the new year.

And beyond.

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Questions

1. Many people visit the Place Vendome in Paris. Is this correct or wrong? Why do they go there?

2. Is business for the French luxury industry the same as the manufacturing sector?

3. What and where is the birthplace of the French luxury industry?

4. The top deluxe goods are mass produced in factories. True or false?

5. Do luxury goods made in France have the same value as identical ones made in Bangladesh, Indonesia or Vietnam? Why are French-made items more expensive?

6. Where is a major source of customers for French luxury good? Why are more Asians purchasing French goods?

7. What is the business strategy for the Chinese market?
 
 
A. Is there a big demand for (French) luxury products in your city? Is it big business? What are some popular items?

B. Are there many boutiques and specialty stores? Do people like to shop there? Who are the customers?

C. Does your city or region produce traditional, luxury goods or handicrafts? What are some examples? Are they popular among customers and tourists?

D. What may happen in the future?

E. How could traditional arts, crafts and luxury items be promoted and marketed?