A Commentary on Brand Perception and the Luxury Market in France

In France, luxury isn’t solely defined as a product, experience, or even an industry, it’s a legacy. And most intriguingly, it’s evolving. I’ve seen this to be true throughout my time in Paris, as part of NYU’s Global Field Intensive cohort. Brand perception around the luxury market, in France, is different than other destinations around the world. In France, it isn’t simply sold but woven into the history and identity of their culture. For marketers, this means truly embodying storytelling and brand narratives on a larger scale.

My understanding of this concept began while exploring Paris and the beautiful historical arrondissement of Montmartre, where cobblestone streets and the Sacré-Cœur made it clear: in France, beauty isn’t manufactured, it’s inherited. As a country steeped in history, where architecture and urban design mimic old-world innovation, artistry bleeds into every part of how luxury operates in France. For luxury brands in France, it's not about chasing trends; it's about shaping them.

This commentary on how luxury is defined continued at our time in Versailles, which on its surface is a beautiful hunting villa built for Louis XIV, but on a deeper level, it’s a masterclass in luxury branding. Versailles set the blueprint for what luxury means today: grandeur, storytelling, exclusivity, but at the heart of the palace was the extension of Louis XIV’s personal brand. Touring the palace was like walking through distinct choices of ostentatious design, made from an exuberant personality. It was as though his legacy lived on through the experience he built.

I saw this trend continue as we dove into Cannes Lions campaigns, specifically the Digital Craft and Luxury category, and started to see how brands in France approach perception with precision. In many markets, digital can feel like a compromise, but the best campaigns always honored heritage. In these campaigns, it wasn’t replaced by innovation—it’s reframed. We witnessed how a lot of luxury campaigns fell short due to this. The campaigns that failed to connect failed to use their brand’s heritage as a driving force in their storytelling. Take Chanel, for example. Their brand pillars—Singularity, Becoming, and Allure—aren’t just internal mantras; they’re strategic anchors. They shape how Chanel is experienced across every touchpoint, from fragrance ads to in-store activations.

At Havas and DSM-Firmenich, we saw how agencies working with iconic French brands don’t just craft campaigns, they safeguard legacies and drive perceptions. The perception of luxury, with French brands, must feel effortless, like they’re built with deep reverence for brand codes, cultural nuance, and generational storytelling. Even our pitch session with Honda offered insight into this market’s unique standards. While Honda may not be a luxury brand, applying French luxury principles—like emotional storytelling, heritage positioning, and other-worldly visuals—completely shifted the perception. It was a reminder: in France, luxury and therefore brand perception, isn’t about the logo—it’s about the narrative.

Later in the week, visits to Luxurynsight and hearing from Fusalp’s CEO reinforced the idea that perception is everything. Luxurynsight’s data tools aren’t just about tracking trends, they’re about understanding how subtle shifts in taste can shape the future of prestige – a tool that luxury brands are invited to use, exclusively. Another key takeaway in this conversation is noting how Fusalp’s expansion strategy is rooted in slow, intentional growth—a move that protects their brand image and keeps perception aligned with quality.

As we head to Cannes for Week 2, one theme is crystal clear: in the French luxury market, perception is the product. Brands don’t just exist, they perform. And the most successful ones are those who can merge legacy with modernity, shaping how the world sees them without ever losing who they are.