What is ‘HAUTeLUXE?’
This is not just another book about branding presented as a pseudo-science. Those days are over. Simple brand ‘story-telling’ is over too.
HAUTeLUXE means High Luxury in Franglais. Its about products made with Haute Love, passion, integrity and authenticity and services are delivered with genuine kindness and care. In correct French the term is ‘Haut Luxe’ which sounds like Oh! Luxe. Grand Luxe is a more common description for high luxury brands but Grand suits the old fashioned traditional luxury more than today’s contemporary luxury. Super-Luxury implies something ostentatious, something to show-off – ‘bling bling’ – in bad taste. HAUTeLUXE combines both tradition and trend and sets the standard for contemporary good taste. For branded luxury, the choice is often one of Image versus Income. Luxury brands with the greatest turnover often have the lowest image and that’s where the dangers lie. They tend to become more Brand than Luxury. HAUTeLUXE encompasses marques that are not known to all and not accessible to all. The connoisseur will know them, and we are all becoming connoisseurs. The word ‘brand’ does not suit them. Brand implies mass awareness, mass production and mass marketing. Luxury and brand are words that simply don’t fit together. Perhaps the word ‘brand’ is now in need of some serious rebranding.
The book is more about human curiosity, intuition, adventure and surprise. It’s about human relationships, passion, desire, love, trust, betrayal or simply disappointments. It’s about family, kinship, honour and heritage. It’s about simplifying branding, examining brands before they become brands and de-branding brands once they have become brands. It respects and pays tribute to HAUTeLUXE ‘brands’ that remain discreet, authentic and are generous – always giving more than expected. Most importantly it differentiates between the industrialised and democratised so-called luxury brands driven by business plans and the non-industrialised, hand-crafted, impeccably-made, super-humanised, soulful and often unknown, HAUTeLUXE ‘griffes’ that are driven by a passion for creation. It is these ‘marques’ that will win favour with the connoisseur-client of our times, most of whom feel ‘luxed out’ by the corporate brands.
For chapter summary extracts of the HAUTeLUXE™ book as published in series by The Luxury Society, please click on the links below:
• Building your Luxury Brand Love Story: Introduction
• Step 1 – You’re Gorgeous
• Step 2 – Getting interested
• Step 3 – Getting to know you
• Step 4 – Who’s in your past
• Step 5 – Meet the Family and Friends
• Step 6 – Are we right for each other
• Step 7 – Can I trust you?
• Step 8 – I want you
• Step 9 – Soul Mates
• Step 10 – I love your touch
• Step 11 – I love you!
• Step 12 – Happily Ever After
Hopefully this steps will inspire you to create an impeccable HAUTeLUXE ‘brand’ of your own as well as guide you in its development.
For more about the author, simply click on Philippe Mihailovich in the left hand column or here….
This book outlines the differences between HAUTeLUXE and the regular luxury brand. It comes at a time when the Western markets are in turmoil, a time when famous global investment banks have folded as a result of what is now being called ‘casino capitalism’, yet it is also a time when record sales of fine art from branded artists have been realised at Sothebys auctioneers. Many pseudo-Luxury brands have been hurt as a result of the credit crunch and now the era of greed has gone. The HAUTeLUXE brands are expected to continue to enjoy sustainable sales, and the brands to fail continue to be the ones that have the least substance.
The book assumes that people are more knowledgeable than ever before with regards to luxury brands and many can now be considered connoisseurs. They are harder to bluff and want to know more. This text outlines what people will want to know in order to build a lasting and loving relationship with brands. We examine these relationship building blocks, the attitudinal building blocks because attitudes drive behaviour (and vice versa). It looks at the relationship from both brand and client points of view to see why people will feel connected to a brand and therefore more likely to speak up for it. This is primarily written for those who are responsible for their brands in some form or another. Essentially it provides guidelines for building coherent brand stories – relationship and love stories with customers. It speaks of experiences that they can share together and serves to guide effective brand communication strategy.
As such, this is not written as a traditional ‘business book’. Instead it aims to provide designers through to entrepreneurs key strategic points to consider when creating or seeking to improve a luxury brand. It is the first book on luxury brands that delves into the relationship aspects of a brand’s DNA and applies to all B2C industries. It aims to assist you, inspire you, and warn you of pitfalls that may lie ahead, should you be someone with a role to play in the destiny of a luxury brand. Its focus is on everything you need to know and everything you should consider building into a brand before presenting it to the world. It also provides you with guidelines on how to fix deep problems within a brand.