Student Scholar Symposium Abstracts and Posters

Document Type

Poster

Publication Date

Spring 5-6-2026

Faculty Advisor(s)

Dr. Véronique Olivier

Abstract

This thesis explores how France established and maintains its global leadership in the luxury sector by transforming high-end consumption from a tool of royal power into a modern economic pillar. The central research examines the historical evolution of French luxury, moving from the court of Louis XIV at Versailles to current global marketing, as well as how the strategic use of France’s national identity creates a manufactured desire that goes beyond a physical product. Within the context of luxury history and consumer economics, the project builds upon the work of scholars like William Beik and Michael Kwass to show how France moved from simply making expensive goods to defining a global culture of prestige. The thesis combines a historical analysis of 17th and 18th century social hierarchies with a study of modern media and advertisements, such as campaigns by Air France and Louis Vuitton. The research concludes that the French luxury industry has succeeded in framing national consumption as an investment in cultural heritage rather than a display of vanity, effectively neutralizing historical debates and social criticisms. By linking products to national identity and an array of emotional experiences tied to a purchase, France protects its luxury sector from economic shifts and social critique. Ultimately, the thesis argues that France does not merely market goods but sells a curated image of sophistication, ensuring that the "French brand" remains a dominant and resilient force in the global marketplace.

Comments

Presented at the Spring 2026 Student Scholar Symposium at Chapman University.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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