The discursives and mediatic transformations of the luxury industry

Abstract

Commonly considered as editorial content of marks or communicational processes of depublicization, the marketing strategies of the luxury industry mobilize transmedia narratives, both in their promotion policies and in their communicational discourses. Although these narratives are part of a convergence movement, we consider here the hypothesis that the processes of remediation or bricolage happen when the actors of luxury invest in practices whose media supports or discourses yearn to be hybrids. In order to develop it some Louis Vuitton brand strategies will be examined.