The Bernstein luxury analyst, Luca Solca, embarked on an original exercise with the support of Promise Consulting: the demonstration of the development of a highly calibrated lexical field in the annual environmental reports of luxury companies on the last exercises.

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Published by Anthony Bondain | Zonebourse, July 23, 2019

Good connoisseurs of the Luxury sector (with a capital L) know that the current dominant companies, the Hermès, LMVH or Kering, have built their strategy on the move upmarket. This is the case for their products, of course. But it also applies to what they say. “The weight of words, the shock of photos”: Jean Cau’s famous formula, abandoned by Paris Match about ten years ago, could very well be taken up by the industry to define its brand strategy.
In 2019, when it comes to the Luxury Goods industry, nothing illustrates products better than the superb images offered in the press or on the Internet by the various brands. However, the written word is becoming increasingly important, even if it is less visible than the rest. “Brands are increasingly tending to anchor the stories they tell in craftsmanship and sustainable development,” explains Luca Solca. The analyst in charge of luxury at Bernstein has embarked on an original exercise with the support of Promise Consulting: the demonstration of the development of a highly calibrated lexical field in the annual environmental reports of Luxury Goods companies over the last few years.

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