Luxury has mostly remained a European phenomenon. However, if we define luxury as a culture – there are a few things about the different luxury cultures of France versus Italy.
This is quite necessary for luxury brand managers to understand well, as it will help them to build effective branding and marketing strategies.
Many consumers, as well as practitioners, look at European brands through the same lens.
However, they do have their own country of origins which have considerable cultural impacts on their approach to luxury, the touch and feel of the product, and the vision of the life they portray to the world.
Having lived in both cultures, I have had the chance to witness the difference between “French” and “Italian” luxury.
So let’s dive in.
“Art de Vivre” vs “Dolce Vita” - cultural viewpoints
The French luxury is strongly connected with the concept, “Art de Vivre” – the art of living. It is referred to as a sector of excellence that merges culture, lifestyle, and historic luxury brands.
Whereas, if we go to Italy, the culture that supports the luxury brands have less to do with the past and heritage. It is a culture that enjoys the pleasures of excellence in everyday life, more like the Dolce Vita living! - a certain understated hedonism and a tendency to the unapologetic enjoyment of the good things in life.
The “Art De Vivre” culture of France, is dominated by heritage, mythology, and timelessness as pioneered by Louis XIV
According to Comité Colbert, a very prestigious institution of France that represents luxury brands defines the concept of luxury behind the French culture as an industry that conveys culture and identity.
The identity of the family, of the founder, and the brand are closely knit and evolve over time. This explains the generations behind Cartier, Hermes, Louis Vuitton.
The French luxury is more mythological, it’s more timeless.
On the other hand, Italian culture is more about excellence in the value chain, excellence in manufacturing as defined by Altagamma. Italians have forever pioneered an innovation dating back to the Renaissance times. Sometimes, Italians do not even like the use of the word “luxury” for their product because they don’t want to come across as inaccessible products. They would rather be perceived as a product that stands for its excellence. Something of “very high quality” and “very innovative”.
For Italians, luxury is meant to be an everyday affair – a way of living life with excellence and style.
French vs Italian product portfolio
The French penchant for a fine living has touched every aspect of human pleasure and luxury, whether it’s gastronomy, fashion, sport, leisure, and conversation. The French were the first to invent literary salons; the first to stage lavish outdoor operas at Versailles complete with ballet and fireworks; the first to have runway fashion shows and designers as celebrated as rock stars; the first to grade restaurants with one, two, and three stars; the first to create coveted global brands such as Hermès, Louis Vuitton, Goyard, and Christian Dior.
French luxury brands have a diverse product portfolio of Fashion Group, Wines and Spirits, Perfumes and Cosmetics, Watches and Jewelry.
Whereas Italy stands for fashion and pioneers in setting trends for the modern world. Italy’s strongest luxury reputation is in the fashion sector - Milan is often called the ‘fashion capital of the world’. More than two-thirds of Italian companies in the Top 100 operate in the clothing and footwear category, confirming Italy’s pre-eminence in global luxury fashion. We have Prada, Versace, Dolce & Gabanna, Gucci, Valentino, to name a few.
Italian brands are also connected to other product categories like wines, arts de la table, and accessories.
“Made in France” vs “Made in Italy”
“Made in France” resonates more with leather goods and ready-to-wear customers whereas “Made In Italy” holds gravitas in leather, silk, tailoring, and footwear. In the eyes of luxury consumers, “France is the leader of flou [more fluid designs, evening wear and drape] while tailoring still remains a trait of Italian excellence.
This helps us understand how two very closely associated cultures have very different approaches to the meaning of luxury.
What does that mean for us? – Luxury has various definitions and no set perspective.
It needs to be associated with a person’s background, history, and one's vision for life.
