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November 18, 2018

The French Definition of Luxury

FLUXX Live - French Luxury


Desire, exclusivity & quality are just some of the characteristics of luxury brands, their products and services. But do regional and cultural differences also exist in the definition of luxury? I had the great chance to talk to Eric Dumondelle (Sales Director Peugeot Switzerland) and ask him about and Peugeots view on luxury, which is highly influenced by the French roots.

Some of the important key terms, which Eric & H.P. concluded in their conversation were:
Design, a shaping composition or plan.
Aesthetic – the theory of the perceptible beauty.

But don´t you agree that beauty is in the eye of the beholder? So how can we define it properly? Beauty is something we always recognize intuitively and that touches our senses in a positive way. Eric set up the thesis, that aesthetic products are touching us intuitively and that the positive perception of a product or service is essential for feeling luxurious.

So is that maybe a false modesty of the french? Probably not. It´s rather the individual way of living of this specific culture which evolves from design and results in satisfaction. And one of Peugeot´s core targets is to awake their customers senses with their products and services in an avant-garde way.
This lifestyle maintains continuously in the customer treatment when entering Peugeot´s show rooms, at the reception or in the service area of a dealership. We are not surprised Peugeot´s new flagship, the model 508 embodies further more essential terms of the french sense of luxury – love in details and emotions.

So it isn´t only a coincidence that Peugeots slogan is „Motion & Emotion“? Rather not.

See the full interview with H.P.& Eric in the video below.

I would like to thank Eric for this inspiring conversation. We hope this article also stimulates your thoughts.
Do you want to know more about our service in training, coaching and consulting for luxury brands? Feel free to contact us directly at any time. We are ready for you.


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Post’s Author

FLUXX Team - H.P. Lämmle
H.P. Lämmle - Founder

H. P. graduated as Maître de sciences économiques in France. The economist has been responsible for brand communication for brands such as BMW, MINI, Rolls-Royce, Mercedes-Benz & Smart since the early 2000s and has his main focus in the areas of automotive, logistics and healthcare.

Right from the start, the dynamic motivator focuses on innovative concepts in the context of brand communication between people. He supervised trainings worldwide in German, English and French.

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