Founded by Claire Domergue, Luxus + is a recognized news media specializing
in the luxury and lifestyle business. This bilingual platform provides
comprehensive coverage of the industry, offering in-depth insights across sectors
including fashion, jewelry, gastronomy, perfumes, cosmetics, hotels, and
prestigious real estate. By surrounding herself with industry specialists, Claire has
created a publication that not only informs but also connects professionals across
the entire luxury value chain.
For this insightful conversation, Alexander Chetchikov, President of the World
Luxury Chamber of Commerce (WLCC), interviews Claire Domergue, Founder
and Director of Luxus +, a specialist in luxury marketing with extensive
experience working with major brands in the sector. Today, LUXperience(S) is a
proud partner of the WLCC, and this interview is part of a WLCC Partner-hosted
event highlighting industry insights and thought leadership in the luxury sector.
Alexander Chetchikov: Claire Domergue, launching a specialized media platform
is a significant undertaking. Could you share the story of how Luxus + was
founded and which insights from your seven-plus years in luxury communications
proved most valuable in shaping the publication?
Claire Domergue: Luxus+ was born from a conviction: luxury is a constantly evolving
sector that deserves in-depth analysis, beyond surface trends. After more than seven
years working in luxury communications and marketing, I wanted to create an
independent platform combining sector expertise — covering watchmaking, perfumes &
cosmetics, beauty, and wine & spirits —, international perspective, and data. Luxus+
has since become a bilingual reference media, highlighting the entire luxury value chain
– from creation to distribution – while connecting professionals across the industry.
AC: Luxus + holds a distinctive position within the luxury media landscape. Can
you describe in more detail how your publication gathers, analyzes, and
synthesizes data to deliver actionable insights that help luxury brands and
professionals?
CD: Our strength lies in collecting and contextualizing data. We combine
exclusive studies, such as the one we developed with IFOP, with daily monitoring
of market trends and performance. On this occasion, we will share the first study
conducted by Sociovision (Ifop group) in partnership with Luxus+ to identify new
luxury consumer profiles and their expectations. The aim is to provide our readers
not only with information, but also with tools for understanding and
decision-making. Each investigation and report aims to show the concrete impact
on luxury brands.
AC: Now, please tell us more about your upcoming event, LUXperience(S). What
is the vision and mission of this event?
CD: LUXperience(s) was created with one ambition: to build a unique forum for
dialogue between major houses, experts, and observers of the luxury sector. This year,
we are exploring a fundamental shift in the consumer expectations, from ownership to
experience. We want to offer decision-makers a morning that is both inspiring and
practical, providing insights into how brands can strengthen client relationships through
emotion, innovation, and personalization.
AC: How do you observe luxury companies adapting their products, services, and
communication to address sustainability expectations while preserving the essence
and identity of their brand?
CD: Sustainability has become an imperative, but it should not be seen as a constraint.
Luxury houses know their role is to combine heritage and responsibility. We are
observing a strong trend: an emphasis on traceability, artisanal know-how,
second-hand, and circular economy practices, like reuse for example. Consumers
expect brands to embody an authentic and sustainable excellence, without giving up on
aspiration and dream.
AC: Technological innovations are rapidly transforming how consumers engage
with luxury experiences. In your opinion, which developments are currently having
the most significant impact on the way luxury brands interact with their clientele?
CD: Innovation is profoundly reshaping the customer experience. Artificial intelligence,
augmented reality, and omnichannel platforms are redefining the purchasing and
relationship journey. But what I see as most significant is the ability of brands to create
immersive and personalized experiences, where digital becomes an amplifier of
emotion rather than a substitute. The balance between technology and humanity will be
decisive.
AC: Collaboration and expertise are clearly important to the success of Luxus +
and the LUXperience(S) event. How do you select the experts, contributors, and
partners who work with your team? And what role do they play in ensuring the
publication remains reliable for luxury professionals?
CD: We work with recognized professionals—consultants, analysts, researchers—who
contribute their specialized expertise and guarantee the reliability of our content. For
LUXperience(s), we collaborate with partners such as IFOP, as mentioned above, but
also Valtech, ISG Luxury Program, and Paris Packaging Week. We have also selected
speakers from LVMH, Louis Vuitton, and Accor, for example, who can share a vision
that is both forward-looking and practical. The diversity of expertise—in marketing,
technology, sociology, and consumer behavior—is essential for anticipating the future of
luxury and supporting our community.
AC: The luxury industry is increasingly global and interconnected. How do you
see international trends and cultural differences influencing the strategies of luxury
brands, and how does Luxus + help its audience navigate this global perspective?
CD: Luxury is by nature global and multicultural. Consumer behaviors differ between
Asia, Europe, the US, and the Middle East, and these nuances directly shape brand
strategies. Luxus+ offers an international perspective through bilingual content and
global partnerships. We help our readers identify local dynamics while keeping a global
outlook, because the future of luxury depends on reconciling cultural diversity with
global ambition.
Thank you, Claire, for sharing your insights and experiences. Innovation, data, and
collaboration are essential for luxury brands navigating today’s dynamic market.
To explore more from LUXperience(S) that will take place on the 2nd of October,
please visit: https://worldluxurychamber.com/events/luxperiences/
