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Fiche de lecture : Luxe & Digital de Eric Briones

Adepte du digital depuis quelques années, je me suis souvent posée la question de me tourner vers une carrière dans le luxe mais aussi dans le digital. En parcourant les ouvrages sur le sujet du digital dans ma librairie je suis tombée sur ce livre qui allie ces deux sujets. Je connaissais l’auteur puisque nous avions la chance de voir un de ces webinars lors du HUB institute forum fin 2020. C’est donc avec attention que j’ai commencé la lecture.

Qui est Eric Briones ? 

Aussi connu sous son nom de bloggeur Darkplanneur, il est le co-fondateur de la Paris School of Luxury. Expert dans le luxe, il a exercé le métier de directeur du planning stratégique pour Publicis et Nous pendant plusieurs années. Il a également pu travailler et conseiller de nombreuses maisons de luxe telles que L’Oréal, LVMH ou encore Longchamps.

Aujourd’hui il écrit beaucoup de livres souvent avant-gardiste sur le luxe, le marketing ou bien les différentes générations.

Luxe & Digital

Le livre Luxe & Digital est sorti en 2016 mais il affirmait déjà certaines tendances actuelles. A l’aide de témoignages d’autres experts, Eric Briones donne les clés pour réussir à manier le luxe avec le digital.

Dans la première partie, il énumère les 10 clés du luxe Postdigital :

  • Clé 1 : Installer une culture de singularité digitale
  • Clé 2 : Avoir deux maîtres mots, clairvoyance et magie
  • Clé 3 : Régénérer sa puissance de fascination par sa communauté
  • Clé 4 : Passer du fan à l’inité
  • Clé 5 : Élire un enchanteur des conversations
  • Clé 6 : Imagery is currency
  • Clé 7 : Ouvrir les portes aux artisants Postdigitaux
  • Clé 8 : Ensorceler vos boutiques, développer l’expérience digitale augmentée
  • Clé 9 : Recharger vos histoires
  • Clé 10 : être à l’avant-garde du post-contemporain


Dans une seconde partie, il fait appel à des confrères pour répondre à plusieurs questions et étudier plusieurs grands thèmes, passant de la big data, de l’expérience, au retail entre autres.

En tant qu’étudiante MBD DMB Shanghai, l’un des sujets intéressants de ce livre fut évidemment la partie Chine. “Les chinois ne s’intéressent pas à notre passé mais à leur futur”. Cette phrase, Fred Raillard et Farid Mokart l’ont très bien comprise. Aujourd’hui, le digital chinois est en continuel changement. “Il ne s’agit plus d’aller quelque part pour acheter, c’est à la consommation de se déplacer”. Comme ils le soulignent tout est “commerce-tainment”. L’écosystème digital chinois est devenu présent dans la vie quotidienne et le mobile est roi. Les maisons de luxe doivent comprendre qu’ils faut aller à l’encontre de leur audience mais tout en gardant leurs valeurs.


Enfin, de manière générale, ce livre montre que pour faire du luxe dans les prochaines années, le digital doit devenir un des piliers fondateurs.

Bien que le digital change constamment, il est intéressant de lire ce livre qui approche les différents composants du luxe et se questionne déjà sur les meilleures façons de les aborder. Si vous êtes adeptes de luxe ou du digital en général, n’hésitez pas !

Manon Anger


COVID-19 Human Outils 2.0 platforms Services Solidarity

COVID-19: 10 digital services for solidarity

After several confinements, fixed orders and frustrating for all: the Christmas season is a time for a softer and more humane energy.

Today we are going to focus on French collaborative actions in which we can all get involved.

solidarity picto

1 – Home delivery: La Croix Rouge

Go to the dedicated interface to become a new kind of Uber.

You can provide the different relay points with foodstuffs, hygiene products, medicines, clothing…

Red Cross volunteers can be reached every day on 09 70 28 30 00 to listen to those who need them, to give information and solutions to the most destitute people. It is also possible with the service “Red Cross in your home” to call volunteers to deliver necessary products to your home.

2 – Listening to overcome loneliness: Les petits frères des pauvres

The Solitude’écoute line has become the flagship service of les petits frères des pauvres (0 800 47 47 88). During the confinement there has been an explosion of calls, the difficulty of the situation of isolated people is worrisome.

The teams have received the support of a large number of volunteers and former employees, but the doors remain wide open.

Listening is without geographical barriers and aims to support, to offer a sympathetic ear to overcome loneliness. Training will be given to you to be able to help in safety.

3 – Writing to elderly people in EHPAD: 1 letter, 1 smile

You couldn’t miss it, recently a large family launched a movement on Facebook “1 letter, 1 smile”. A loving and phygital idea: thousands of elderly people spend the holidays alone in EHPAD, young people around the world are encouraged to get in touch by letters.

Since mid-March some of them cannot receive visits from their relatives: too far away, too fragile. This is where networks become resolutely social and show their most beautiful face. The contact is made online, go to their Facebook page!

4 – Cooking for the homeless: #PourEux

To stay with the beautiful movements on social networks, do you know #PourEux

It is a citizen movement to help the homeless. It is possible to get involved on both sides.

By becoming a donor: all you have to do is compose a lunch basket and fill out a form explaining what it contains.

By becoming a citizen deliveryman: to collect boxes and baskets between 11 a.m. and 1 p.m. and distribute them.

On Facebook you will find the #PourEux group dedicated to your city. Share, participate, likez to treat our fellow citizens in difficulty on the street!

5 – Supporting medical staff: En première ligne

Since the beginning of the epidemic, our caregivers have been on the front line in the fight against the virus. The state provides financial and material aid but many gaps remain to be filled.

On the site en première ligne you enter a network of mutual aid.

It is possible to offer yourself to look after children, to go shopping or to lend a house near hospitals for example.

In the same vein, the All Caregivers #Comptezsurnous movement allows the delivery of meals concocted by restaurant owners. A way to help both professions at the same time.

6 – Helping young people in difficulty at school: Bénévolt

Telecommuting is already complicated for some adults who struggle to find their balance. It is all the more difficult for children and teenagers to find the seriousness and concentration to succeed in their school career.

With Bénévolt, you can sponsor a child to offer your support. Learning poetry, reading, holding multiplication tables… These missions are often taken on by retired people, it’s an opportunity to get involved or to talk about it around you!

And if homework is not your thing, you should know that associations like Lire et Faire Lire regularly seek volunteers to read stories to kindergarten students.

7 – Protecting students:

Lockdown, near-lockdown, re-lockdown follow one another and young people in higher education suffer severely. Recent studies show that the mental health of students is under severe strain. At a time in their lives when socializing, socializing and interaction are paramount, caring help is welcome. 

The support-student platform takes these disorders very seriously and offers free psychological support as well as a list of helplines.

A more collaborative part puts young people in contact with each other to exchange advice on how to feel better or simply to chat.

8 – Training adults in digital tools: Webasso

What about adult education?

Webasso offers workshops and online training courses to train or learn about digital tools. As we know, the use of the web is not easy for everyone, especially for those who need it the most (people in financial difficulties, isolated …).

You can therefore offer your help to guide participants to simple uses that would make their lives easier.

Sharing and transmission are the main principles of this association which awaits you to make it live.

9 – Creating social links between neighbors: COVID-Entraide

COVID-Entraide is a self-help network between locals. You can ask for help or see if there are requests around your home.

It is possible to get in touch with the most isolated people in your neighbourhood and thus break down the walls of loneliness. An interactive map is available to discover the group closest to your home and find out how you can help: breakdown assistance, transportation, discussion…

The town halls of your city also have a special number to offer or ask for help, don’t hesitate to go and ask.

10 – Give time for everything and everyone: The Civic Reserve

Impossible to choose? If you feel comfortable and willing to volunteer your time for any mission, join the Civic Reserve. It is a platform for connecting associations and volunteers set up by the government in response to the epidemic.

A space to get involved is open to everyone, experienced or not.

Four vital missions are proposed : 

  • Food and emergency aid
  • Exceptional childcare
  • The link with isolated fragile people
  • Local solidarity

10 useful and caring services that give us faith in a social and positive digital ecosystem. Where people are blamed for the isolation of individuals, the web also knows how to create links and mutual aid. These services are a non-exhaustive list, hundreds of solidarity movements have appeared during this year. Create, get involved and circulate for your neighbors, friends and family.