used by personalities and by a privileged
money of the financial market was Ber-
social class, there is a desire that grows in
nard Arnault, owner and mentor of
other hearts to achieve those products.
LVMH. The objective, in this case, was
We may not have money to buy a Chanel
the creation of products of excellent
dress that is why it is easier to buy a per-
quality, in large quantities, accessible to
fume that signed cell phone or an acces-
the median-high class to a global scale,
sory. By doing this, it is as if we also have
however sufficiently rare to conserve the
become part of this select club. Maybe
aura of exclusivity and high price.
this is why Chanel is one of the most desired brand names.
Maybe most fascinating thing may be the boldness of the men behind the di-
There are also examples of who (re)
fusion and access of these brands. Two
invented Paris Hilton, Nicole Richie,
french men enpersonated this perfect
Lindsay Lohan, Mischa Barton and
image: Bernard Arnault, from LVMH,
many others. Rachel Zoe, the most po-
and François Pinault, owner of the PPR
werful stylist of Hollywood, now joins
Group. They ar both audacious, crea-
her strengths with The Beanstalk Group
tors, and expect great things from the
to develop a line of fashionable acces-
company. The third competitor on the
sories. Purses, jewelry, and watches are
top of this market is the Richemont
included in Rachel Zoe’s collection, whi-
Group, which substituted the charm of
ch will be directed to women of 18 to 30
a company captain in the comand of the
years. The products should arrive in sto-
opereation by the competence of and
res in the United States in 2009. Rachel
anonimous professional group based in
says that no one will be without.
Switzerland. The three holdings follow
What about Kate Moss’s summer
the tactic of not putting all the eggs
collection for Topshop online? There
on the same basket—although being
are flowered dresses, nice and airy, that
a basked made of gold and precious
can be bought online. The campaign was
stones. The LVMH is focused on the
photographed by Inez and Vinoodh, as
luxury business: clothing producers, per-
also the lookbook of the collection. Do
fumes, jewlery, watches, purses, and also
you know what to do? Enter into the
the producers of wine and different de-
stores website, choose the piece that you
partment stores, such as Le Bon Marché
want, see Kate wearing it, and decide to
and Samaritaine. The Richemont Group
buy it or not.
is the owner of Cartier and Montblanc,
But the easy access and consump-
but 10% of the business comes from
tion of these symbolic goods is a result
ten luxury lines united called the Gucci
of many brands together in the same
Group. The gross comes from gigantic
crowd, a formula in the luxurious and
nets as Fnac, Printemps and Conforama.
fashion world. The precursor of making
Look that fascinatation exercised by the
the luxury a center of attraction for the
possibility of access! Tn
47