ABSTRACT
Communication has become an integral part of luxury companies' brand strategies and, along with distribution, constitutes one of their two main drivers. The sales point keeps its central position as the hub of communication activities but integrates new technologies, thus allowing for pre and post sales customer service and an enhancement of the whole consumer's experience. Companies must develop an integrated communication approach as opposed to a simple advertisement activity in the media. With regard to the communication of luxury goods, all products' attributes – ranging from the creator's signature to videos on dedicated channels – contribute to create a dreamlike universe, exclusive and elegant, which is essential for luxury itself and its consumers. In luxury goods markets, each sold product takes away part of the dream and therefore weakens the perceived brand symbolic value. Social networks have modified the way customers assess services and products.
