Luxury brands possess heritages which are based on immaterial values.
They have symbolic capitals which establishes their identity and on which they rely.
The culture building itself on the wealth of their archives, the extent of their influence and time, making them legitimate and invaluable brands. Consistent with their research of excellence and perfection, brands tend to communicate more and more on the enhancement of their know-how (specific to each luxury maison), their talents, craftspeople and artists. Luxury houses therefore make visible what is immaterial and make spiritual their creations. Their goals are to create an experience and transmit strong emotions or feelings, to arouse wonderment through universes, gestures, products, distinctive codes composed of timeless emblems. Consequently, all of this allows luxury brands to keep their part of dream and to build their identity.