SémioConsult also conducts research on themes closely related to corporate strategy and brand strategy. The research covers different industries, in particular the luxury goods, tourism, fashion, entertainment and automotive industries. SémioConsult also specialises in the analysis of digital transformations and contemporary digitalisation trends.
In addition to our consulting missions, we carry out tailor-made and specific studies for our customers.
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India’s economic growth will likely impact the attitude of its citizens towards the luxury market. This study investigates the dynamic relationship between a country’s economic state and its luxury consumption, identifying five stages of the luxury consumption cycle. Furthermore, it identifies five main different profiles of Indian luxury clients, characterized by their habits, needs, and behaviors. The ability of luxury brands to understand these segments and cater their offerings to the evolving expectations of the Indian population will be the determinant factor in their ability to establish a strong foothold in the country and capitalize on these new opportunities.
After proposing a definition of the word mimetism, this paper explores the relationship between organizational behaviours and mimetism. Our purpose is not to be exclusiveon the subject but rather to try to introduce some aspects we believe as relevant to the study of mimetism within the field of management sciences. As the Organizational Behaviour Discipline deals with people, teams, organization and innovation within a specific environment, we chose to keep this framework to address the issue of mimetism.
Over the course of history, the economic world has changed. It has moved from a post-war model, where companies offered a product to consumers with many unmet needs, to a more complex, segmented model designed to meet specific customer needs. As consumers are no longer willing to adapt to products, this mass customisation now meets their requirements. Identifying increasingly specific customer needs is a major strategic challenge for companies. Understanding needs, through customer insight methods, will enable companies to make consumers loyal: the Eldorado of companies, capturing more value over the long term and boosting growth and revenues.Drawing on customer listening methodologies for its consulting missions, SémioConsult® worked withMathieu Giordano on a method for identifying the most relevant tools for a given company in its customer listening.
The Self is a complex notion, composed of different facets that interact and influence consumer motivations. Possessions, through the concept of the Extended Self, contribute to the construction of the consumer’s identity. They symbolize their social status, values, and aspirations. Using the example of housing, it illustrates how living spaces become extensions of individuals, communicating their identity to the external world.
In light of the current phenomenon of businesses striving to be increasingly customer-centric, SémioConsult®is supporting Quentin Jardot and his work to develop an index that would measure the C-Centricity of a company in the aeronautic or defence sectors. Indeed, as of date, it is difficult for a director or manager to know at which stage they are in the process once it has started, or to determine what their starting position is when they wish to pursue such a transformation strategy.
Corporate Social Responsibility (CSR) has become one of the most frequently discussed subjects by politicians, businessmen, scholars, or economists. Global warming, social unrest, and natural catastrophes have raised concerns about the actions of companies worldwide. Luxury brands, on the other hand, until recently, seemed to have lived unaffected by the subject. However, even the luxury sector has witnessed transformations.
Today, 82% of companies consider themselves to be Customer-Centric. This was the claim made by the businesses surveyed for the 2020 Customer-centric transformation barometer made by EBG and Velvet Consulting. However, only 40% of the companies surveyed in this study said that they had taken action to change. 22% have neither an action plan nor an assigned manager for the potential new roles that adopting a C-centric strategy would entail.
This paper explores the major trends in luxury tourism storytelling and provides a set of guidelines for future storytelling productions in this sector. It will give you some key insights on how luxury travel brands stage themselves when creating a story for their clients.
Following a previous article on Driving Innovation in the Car Industry: The Case of Luxury Cars, we will unveil the lessons of the Delphi study conducted on the use of voice in luxury cars and the way to implement such strategy by analysing and understanding better their clients and eventually improving the entire driving experience. The study was supported by a panel of experts located on four continents, of different age and occupation.
Acknowledging the mutation of the whole automotive industry, SémioConsult® supports Isabelle Rousseau’s proposal to try to understand how to drive innovation through luxury cars. The luxury car industry is a century-old industry beginning with a car – generally driven by a man, assisted by a mechanic – and heading from now on towards an autonomous car. Are luxury cars facing disenchantment?
In February 2010, SémioConsult launched a global survey among professionals of all sectors of activity ontheir vision of the ‘Made In’ concept. The question was on purpose very open, leaving space for personaldevelopments and thoughts. Two years later, we present the first results of the study, basedon the answers of a1063-largesample.
Acknowledging the global trend in the Luxury Industry to focus on Client Experience, SémioConsult® supports Gaetane Roche’s proposal to try to understand how Innovation in Luxury Hoxpitality can contribute to the optimization of the overall client experience by leading a global observation on innovation in the sector, thus identifying 125 innovation in 31 French palaces and Luxury brands from hotel groups and a benchmark on airlines and cruise companies.
Acknowledging the ever-changing global environment faced by all types of businesses, SémioConsult® supported François Morel’s proposal to try to understand how brand image can be resilient to external factors and changes.
Acknowledging the global trend in usage of location-based data for marketing and communication campaigns by all types of businesses, SémioConsult® supports Cécilia Goutran’s proposal to try to understand how location-based marketing can influence customers’ loyalty.
In 2014, SémioConsult supports Preeti Pandey proposal to investigate the luxury car industry, with a focus on the Indian market. More specifically, she was interested in understanding the relationships that Indian consumers hold with customization in this sector of activity, and what would be the various triggers to seduce them
During the 2013 summer, SémioConsult® supports Ka Yan Lam’s proposal – as part of her Masters’ Thesis at ISC Paris – to investigate whether the current intensive distribution strategy of jewellery brands in Hong Kong is a good one from the perspective of consumer-based brand equity. She has conducted a survey among Hong Kong residents to capture their view. The present document summarizes the main results of her study.
During the 2013 summer, SémioConsult® supports Wan-Yuan Chang’s proposal – as part of her Masters’ Thesis – to investigate the importance of brand familiarity and communication channels in Taiwanese consumers’ decision-making process, concerning perfume consumption. She has conducted a benchmark analysis of successful perfume brands and a survey among Taiwanese female consumers. The present document summarizes the main results of her study.
In February 2010, SémioConsult launched a global survey among professionals of all sectors of activity on their vision of the ‘Made In’ concept. The question was on purpose very open, leaving space for personal developments and thoughts. Two years later, we present the first results of the study, based on the answers of a 1063-large sample.
Acknowledging the global trend in usage of online branded content by all types of businesses, SemioConsult® buys Samuel Sors’s proposal to try to segment the audience for such content. Such segmentation appears as a prerequisite to ROI measures. 252 consumers have been surveyed in order to assess their exposure, attitude towards and willingness to share branded content, with a particular focus at generational differences.
Acknowledging the increasing number of Indian visitors in Paris, with stays in mainly high-end or luxury hotels, SemioConsult® decided to explore the expectations and specific behaviours of these clients, to articulate the various impacts they may have on business conduct for the Parisian hospitality sector. Such exploration of the market is a prerequisite to CRM building, or custom-made offering to the prospects. We present hereafter a summary of our findings.
In January 2012, SémioConsult buys Sarah Goudenèche’s proposal to investigate the South-Korean luxury market, as the country holds great development potential for luxury companies. She has conducted a series of interviews with young South Koreans, as luxury prospects. The basics of the market have thus been identified and are summarized in the present document. Do not hesitate to get back to us, should you need a deeper analysis of the market or should you have any queries regarding this project.
Because ‘Made in France’ is quite fashionable these days in France, we decided to investigate more about its personnality, as viewed by French people and by foreigners. Around 500 people answered our survey, which used the brand personality scale developed by Aaker (1997).
The question was: ‘If Made in France was a person, it would be ….’ and was followed by a list of 42 adjectives.
The main finding is that while French and foreigners do perceive Made in France with a similar personality, the facets of it do express themselves differently. The table below compares the results (in bold the common elements).
| Dimension | French Sample | Foreign Sample |
| Feminity |
Attractive Charming Elegant Feminine |
Good Looking Charming Glamourous |
| Dynamism |
Sincere Honest True Reliable |
Sincere Honest Reliable |
| Sincerity |
Successful True Bouncy Daring |
Imaginative Original Successful Young Trendy |
| Robustness |
Robust Solid |
Robust Solid |
| Conviviality |
Friendly Joyful |
Provincial Sentimental |
Please find the full study in French : https://www.entreprises.gouv.fr/secteurs-professionnels/etude-sur-valeurs-associees-au-fabrique-france
The global trade for counterfeit brands exceeds $600 billion, which is about 7% of the total world trade (World Customs Organization: www.wcoomd.org). Counterfeit brands not only harm the reputation and revenue sources of legitimate brands, but can also lead to potential harmful effects for consumers, especially in the case of products like pharmaceuticals and computer software.
Although many governments and corporations around the world have tried to stamp it out, the consumption of so-called Counterfeit Specialty Goods (CSG) is an ever-growing phenomenon without any foreseeable end. Specialty goods are ―goods that have a particular attraction for the consumer so that he is willing to make a special purchasing effort‖ (Kleimenhagen, 1966). Specialty goods can be ‗brands‘ as well as ‗goods,‘ such as a particular brand of groceries or a product category.
Counterfeiting is widely considered as one of the big issues firms from various industrial sectors have to deal with (Source: Global Anti-Counterfeit Summit, 2008). Counterfeited products account for a growing fraction of world trade. According to the OECD, counterfeiting would represent 5 to 7% of worldwide trade (200 to 300 billions of Euros) but also leads to a loss of 200 000 jobs across the world (Source: European Commission).
Trade in counterfeiting amounts for billions of dollars each year, and yet the buyers of these products are still a mystery. A large panel of luxury products is being counterfeited: perfumes, jewellery, haute-couture, leather goods, accessories, gastronomy, wines and liquors… Counterfeits range from strict copies to sole use of a feature of the brand (usually the logo), including classical imitations.
Much of qualitative research has been criticized for its lack of objectivity, replicability, validity and generalizability, and has been relegated to the role of the poor cousin of quantitative research. Nonetheless, it is still widely used and advocated for by well-known researchers investigating specific topics. Its usefulness has been recognized in an exploratory approach to any kind of marketing research, since in this very case the researcher has limited experience and knowledge about the research issue (Zikmund & Babin, 2003)
Trade in counterfeiting amounts for billions of dollars each year, and yet the buyers of these products are still a mystery. Focusing on the rather unexplored demand-side of the counterfeiting market, this paper presents research proposals explaining the overall process a consumer, subject to group pressure, will experience when facing an opportunity to buy a counterfeited luxury product. We argue that conformity seeking, mimetism and postmodern ethics will act as justifications for the consumers’ misbehaviours.
After proposing a definition of the word mimetism, this paper explores the relationship between organizational behaviours and mimetism. Our purpose is not to be exclusive on the subject but rather to try to introduce some aspects we believe as relevant to the study of mimetism within the field of management science. As the Organizational Behaviour Discipline deals with people, teams, organisations and innovation within a specific environment, we chose to keep this framework to address the issue of mimetism.
In the highly competitive world of Fragrances and Cosmetics it has become more than ever crucial for Brands to build on a strong and internationally recognized Brand Image. In this vein, the Travel Retail Market turns out to be an incredible showcase.
