For these groups, LVMH and Kering in France, the definition of luxury must remain vague: only advertising or merchandising prescribes their perception of luxury in order to be able to group together under this term a number of products or brands that sometimes have nothing in common; they must persuade that the product belongs in this domain,1 whether through large expenditures on international campaigns or the establishment of a highly selective distribution network.5 To this end, these companies use various techniques from “dream marketing” to develop a so-called luxury universe around goods from diverse origins, all with planned obsolescence to encourage permanent desire and perpetual renewal.1 The notion of luxury therefore creates a gap between the most expensive of products and a simple bottle of perfume with a prestigious name on it.1 Through their communications actions and the influence they place on the media,