What is ‘HAUTeLUXE?’
HAUTeLUXE means High & Luxury. Its about products made with Haute Love, passion, integrity and authenticity and services are delivered with genuine kindness and care. In French the term is ‘Haut Luxe’ pronounced like O! Luxe. Grand Luxe is a more common description but the word, Grand better suits traditional luxury of old than today’s contemporary luxury brands. 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. HAUTeLUXE encompasses marques that are not known to all and not accessible to all. The connoisseur will know them, and thanks to internet we are all becoming connoisseurs. The word ‘brand’ does not suit the Haute Luxe labels. Brand implies mass awareness, mass production and mass marketing. Luxury and brand are words that simply don’t fit together.
The HAUTeLUXE mentality is more about human curiosity, intuition, adventure, authenticity and surprise. It’s about human relationships, passion, desire, love, integrity and trust. It’s about family, kinship, honour and heritage. It respects and pays tribute to the living creators that remain discreet and dedicated – always aiming to give more than expected. Most importantly it differentiates between the industrialised and democratized luxury brands driven by business plans and the non-industrialised, hand-crafted, impeccably-made, super-humanised, soulful and often unrecognised, HAUTeLUXE visionaries that are driven by a passion for creation. It is they that will win favour with the connoisseur-client of our times, most of whom feel ‘luxed out’ by the common ‘luxury’ brands.
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. You may enjoy reading the 12 Step HAUTeLUXE™ series written for The Luxury Society. Simply 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
This series is primarily written for those who are responsible for managing 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 customers and brands can share and serves to guide effective brand communication strategy although for obvious reasons, our key proprietary models are not to be found published here.