Press article, video or other popular media
Year
2016
Abstract
Many luxury brands sanctify their heritage stores in a similar fashion. This is the case for the Chanel boutique at 31 rue Cambon, for the Chaumet boutique at 12 Place Vendôme, and for the Cartier boutique at 13 rue de la Paix. Indeed, this strategy seems all the more prevalent today, now that other luxury codes are increasingly adopted by mass market retailers. Therefore, it’s important to ask: how do luxury brands create the symbolic codes to turn these heritage boutiques into sacred places?
DION, D. (2016). The luxury industry’s sacred places. ESSEC Knowledge.
