{"id":44895,"date":"2023-09-01T14:00:21","date_gmt":"2023-09-01T12:00:21","guid":{"rendered":"https:\/\/www.accuracy.com\/?p=44895"},"modified":"2024-09-12T14:55:05","modified_gmt":"2024-09-12T12:55:05","slug":"desirabilites","status":"publish","type":"post","link":"https:\/\/www.accuracy.com\/fr\/desirabilities\/","title":{"rendered":"D\u00e9sid\u00e9ratas"},"content":{"rendered":"<p>Les strat\u00e9gies des grands acteurs du luxe reposent le plus souvent sur un mot : la d\u00e9sirabilit\u00e9. Pour eux, cette notion d\u00e9termine en grande partie l'\u00e9valuation de la performance des dirigeants, qui doivent d\u00e9velopper la d\u00e9sirabilit\u00e9 de leurs marques. Elle d\u00e9termine \u00e9galement le travail quotidien des \u00e9quipes commerciales charg\u00e9es de lui donner corps \u00e0 travers des cr\u00e9ations, des produits, des exp\u00e9riences, des communications. Pourtant, cette notion centrale de d\u00e9sirabilit\u00e9 est rarement interrog\u00e9e ou red\u00e9finie.<\/p>\n<p>A propos de l'utilisation des mots comme des totems dont on n'interroge plus suffisamment le sens, le philosophe Etienne Balibar parle de \"signifiants pratiques\" pour dire qu'il ne reste que l'enveloppe du mot (le sens n'est plus soulev\u00e9) et qu'il est tr\u00e8s commode de les utiliser car on n'a plus \u00e0 r\u00e9fl\u00e9chir sur le contenu. Le risque est cependant que de tels termes se vident de leur substance, et notamment que leurs significations et leurs applications op\u00e9rationnelles ne soient pas suffisamment r\u00e9investies pour les adapter aux nouveaux enjeux contemporains.<\/p>\n<p>Pourtant, la notion de \"d\u00e9sirabilit\u00e9\" soul\u00e8ve de nombreuses questions.<\/p>\n<p>La d\u00e9sirabilit\u00e9, que nous d\u00e9finissons toujours au singulier, est-elle un concept unique et universel ? N'existe-t-il pas au contraire de multiples d\u00e9sirabilit\u00e9s ? Cette question en appelle imm\u00e9diatement deux autres :<\/p>\n<ul>\n<li>La d\u00e9sirabilit\u00e9 a-t-elle la m\u00eame signification pour les clients nord-am\u00e9ricains que pour les clients chinois ? Pourquoi le luxe est-il aujourd'hui si peu d\u00e9sirable pour le march\u00e9 indien ? Que signifierait-il s'il \u00e9tait d\u00e9sirable ? Enfin, comment explorer davantage la pluralit\u00e9 culturelle de la d\u00e9sirabilit\u00e9 ?<\/li>\n<li>Ce concept de \"d\u00e9sirabilit\u00e9\" s'applique surtout au secteur de la mode et de la maroquinerie, mais ne s'applique-t-il pas aussi \u00e0 d'autres ? Certainement, mais comment ? La d\u00e9sirabilit\u00e9 n'a pas la m\u00eame signification pour les vins et spiritueux, par exemple, et ne g\u00e9n\u00e8re pas le m\u00eame type de responsabilit\u00e9 : rendre l'alcool d\u00e9sirable n'est pas la m\u00eame chose que rendre une robe d\u00e9sirable.<\/li>\n<\/ul>\n<p>Un autre questionnement m\u00e9rite \u00e9galement d'\u00eatre creus\u00e9 : aujourd'hui, de nouveaux domaines - et les nouveaux modes de vie qui les accompagnent - deviennent d\u00e9sirables. Or, ils contrastent parfois avec ce que le mod\u00e8le du luxe pourrait traditionnellement v\u00e9hiculer. Par exemple, la sobri\u00e9t\u00e9 et la frugalit\u00e9 deviennent d\u00e9sirables. Ailleurs, la demande et la fiert\u00e9 d'identit\u00e9s diverses s'accroissent. Dans ce contexte, la d\u00e9sirabilit\u00e9 de l'art de vivre \u00e0 la fran\u00e7aise, qui inspire au moins en partie les strat\u00e9gies de d\u00e9sirabilit\u00e9 des grands acteurs du luxe, va-t-elle perdurer ? Serait-elle soudain interpr\u00e9t\u00e9e comme arrogante, \"coloniale\", m\u00e9prisante \u00e0 l'\u00e9gard des autres cultures ?<\/p>\n<p>Une radiographie de ces nouveaux d\u00e9sirables pourrait s'av\u00e9rer cruciale. Elle nous aiderait bien s\u00fbr \u00e0 mieux les int\u00e9grer pour r\u00e9pondre aux nouvelles attentes, mais elle nous permettrait aussi de choisir de distribuer ceux qui sont consid\u00e9r\u00e9s comme les plus susceptibles d'avoir un impact positif, notamment en termes environnementaux et sociaux. Quels sont les futurs souhaitables ? Quels autres ne le sont pas ? En d'autres termes, quel type de d\u00e9sirabilit\u00e9 les acteurs du luxe chercheront-ils \u00e0 promouvoir ? C'est aussi une question que la notion de d\u00e9sirabilit\u00e9 nous oblige \u00e0 aborder.<\/p>\n<p>Le philosophe Spinoza pensait que ce n'est pas parce qu'un objet est d\u00e9sirable que nous le d\u00e9sirons. Au contraire, c'est parce que nous le d\u00e9sirons qu'il devient d\u00e9sirable. La d\u00e9sirabilit\u00e9 est donc avant tout une question d'orientation et d'utilisation de nos d\u00e9sirs, qu'ils soient individuels ou collectifs.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong>Sophie Chassat - Vice-pr\u00e9sidente senior pour le d\u00e9veloppement durable, Accuracy<br \/>\n<\/strong><em>Accuracy Talks Straight #8 - Le coin culturel<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>The strategies of major luxury players are mostly based on one word: desirability. For them, this notion determines in large part the performance assessment of executives, who must develop the desirability of their brands. It also determines the everyday work of the business teams whose job it is to give it substance via creations, products, [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":47547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[212,233,268],"tags":[283],"class_list":["post-44895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-article","category-luxury-analysis","tag-accuracy-talks-straight-8"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Desirabilities - Accuracy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accuracy.com\/fr\/desirabilites\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Desirabilities\" \/>\n<meta property=\"og:description\" content=\"The strategies of major luxury players are mostly based on one word: desirability. 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