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La haute-couture aujourd'hui : comment concilier le luxe et la mode ?

Author

Listed:
  • Marine Agogue
  • Guillaume Nainville

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

Abstract

La maturité de nombreux secteurs industriels a remis en cause leur business model. Les maisons de haute couture, contrairement aux apparences, ne se réduisent pas à l'exubérance de leurs grands couturiers : elles ont dû faire évoluer l'approche purement artisanale de leur activité pour pouvoir s'adapter aux changements de leur clientèle historique et ce, grâce au co-développement de deux différenciations " produits " : celle du luxe et celle de la mode. Cette transition a profondément impacté l'organisation de ces sociétés : les maisons de haute couture ont trouvé des solutions originales leur permettant de dépasser l'opposition entre mode et luxe et de figurer, aujourd'hui encore, parmi les entreprises les plus rentables. Ainsi, derrière le strass et les paillettes, on découvre un monde atypique dans sa structure et son organisation, qui pourrait bien fasciner au moins autant par la finesse des stratégies qu'il met en œuvre que par ses créations elles-mêmes...

Suggested Citation

  • Marine Agogue & Guillaume Nainville, 2010. "La haute-couture aujourd'hui : comment concilier le luxe et la mode ?," Post-Print hal-00972279, HAL.
    • Handle: RePEc:hal:journl:hal-00972279
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    Cited by:

    1. Colette Depeyre & Emmanuelle Rigaud & Fabien Seraidarian, 2018. "What strategies for subcontractors faced with a reconfigured value chain? [Quelles stratégies pour les sous-traitants face aux reconfigurations des chaines de valeurs ?]," Post-Print hal-04005335, HAL.
    2. Colette Depeyre & Emmanuelle Rigaud & Fabien Seraidarian, 2017. "What strategies for subcontractors faced with a reconfigured value chain? [Quelles stratégies pour les sous-traitants face aux reconfigurations des chaînes de valeur ?]," Post-Print hal-04005075, HAL.
    3. Anne Gagnebien & Lucia Granget, 2023. "From brand to craft, from craft to brand [De la marque à l’artisanat, de l’artisanat à la marque]," Post-Print hal-04140016, HAL.

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