"Very top-of-the-range incentive operations are in with the times. Exclusivity, originality, discovery of a certain art of living and know-how are the main components", says Maryann Ingar, co-founder of the Paris Privé agency. So luxury, "that thing so necessary", as Voltaire wrote, remains a flourishing industry, a safe bet. The Comité Colbert, which brings together 69 French luxury houses, points out that "of the 240 luxury brands worldwide, which generate sales of 138 billion euros, 130 are French and weigh 48 billion euros". Veuve Cliquot, Hermès, Chanel, Vuitton, Baccarat, Paul Bocuse, Château Margaux, Moët & Chandon, Palais Garnier, Château de Versailles, Ritz, Plaza Athénée, Martinez... these are just some of the names that stand for quality and a certain French art de vivre, and all contribute to France's reputation.
Branded gifts
In Paris, the great houses have taken over two main districts. Place Vendôme, for example, is home to all the great French jewellers, including Van Cleef & Arpels, Boucheron and all the others. A stone's throw away, the famous "golden triangle", which encompasses Avenue Montaigne, the Champs-Élysées, Rue François Ier and Avenue George V, is home to the hushed salons of the biggest names in fashion: Cartier, Chanel, Christian Dior, Givenchy, Nina Ricci, Hermès, Guerlain, Montblanc, Vuitton... These legendary addresses are increasingly attracting the middle classes because, as sociologist and philosopher Gilles Lipovetsky explains in his book Le Bonheur paradoxal, "luxury is no longer the cursed part, but the part of the dream, of excellence and of the superlative that man needs".
As a result, top-of-the-range rewards are seen as a safe bet, whether in the form of gifts, evenings out or holidays. One example of this is the explosion in the luxury business gift market, which "has an estimated annual turnover of 756 million euros", says Antony Ledanseur, Managing Director of Omyagué, a trade fair for top-of-the-range business gifts and incentives, who adds that "65 % are VIP gifts and 35 % are incentives. By offering a brand or a top-of-the-range holiday, the company is sure to please and leave a lasting impression. This change in demand has led most luxury houses to create a business department".
This service has existed for over fifteen years at Hermès," comments Christine Picot, head of the gifts and business department. We provide a tailor-made response to companies' requests. This ranges from direct sales of our products, to personalised packaging, delivery and even, in the case of small incentive operations, a private tour of our workshops." For Compagnie française de chocolaterie et confiserie, which markets a range of fine food brands, including La marquise de Sévigné, the bulk of demand comes at the end of the year. "Companies mainly give boxes of chocolates because it's a treat that can be shared with colleagues or colleagues," says Olivier Monsenegro, sales director of the personalised products and business gifts department. Jean-Claude Bronner, Vice-President of Hédiard, points out that "the average basket is between €35 and €1,500 and consists mainly of spirits and wine".
When it comes to incentives, Sébastien More, National Customers and B-to-B Director at Moët & Chandon, stresses the importance of packaging in this type of reward. "Our champagnes are presented in flower-shaped bottles or isothermal boxes that can be transformed into handbags". A view shared by Bénédicte Barraqué, head of the incentive and promotion department at Villeroy & Boch: "Packaging in this sector is so important that we develop our own packaging.
For incentive operations, Émilie Piau, director of Montblanc's business gifts department, has launched a website and a new programme. "It's both a tool for presenting the world of Montblanc and an aid for challenge organisers, as we offer them product sheets by price range. This allows the beneficiary to freely choose the item they want." Éric Mérand, Director of Faber-Castell France, notes that "a beautiful pen bearing the name of the prizewinner is a great success". For its part, the Prodelia agency is offering companies the chance to join the Ciné Business Club. "It's the first club in the world that allows managers to invite employees or partners to film previews under VIP conditions. In February, for example, we will be showing La Môme, a film retracing the life of Edith Piaf. An actor, probably Marion Cotillard, will be on hand to answer questions from the guests," explains Thierry Bigaignon, Managing Partner.
The Paris Vendôme agency has made privilege its raison d'être. "We use our address book to open the closed doors of the luxury world," says Isabelle Dubern, Associate Director. Whether they are small groups of bankers, industrialists or international lawyers, the demand remains the same: exclusive services and access to the major fashion and art houses, with a specialist. "In partnership with Le Bon Marché, we offer guests a private shopping experience in the company of a renowned stylist. They are welcomed in a special lounge, have gourmet breaks, and receive personalised advice to guide them through their purchases. This tailor-made welcome is usually reserved for film stars, fashion icons and media personalities. Based on the same VIP principle, we organise dinners at the homes of private collectors of contemporary art, visits to fashion studios such as those of Boucheron, or special orders at Louis Vuitton", says Isabelle Dubern. To complete its range of services, the agency in Paris offers the services of the very select Kuintessentially, the world's leading luxury concierge club. Paris Privé is also making the most of its privileged access to people. "Our concept is to offer our customers access to all the capital's prestigious venues, outside public opening hours: museums, art galleries, luxury craftsmen's workshops, theatres, the Hôtel de Ville... and even the Château de Versailles, which we privatise for one person at a cost of around 7,000 euros", explains Maryann Ingar.
VIP receptions
Faced with this growing demand, many of the major luxury houses have created a department specialising in business tourism and incentives. Such is the case of Baccarat. Nestled in Marie-Laure de Noailles's former town house, the company's lounges can be reserved exceptionally for ultra-elegant evenings, as events manager Solène Van Wittenbergh confirms. "Companies can choose to book the ballroom, the museum or the entire hotel with our restaurant, the Cristal Room. Prices range from €15,000 for partial privatisation to €25,000 for the entire site, excluding entertainment and catering.
At the Palais Garnier and Opéra Bastille, companies can join the Club des entreprises. Membership entitles members to attend performances and a cocktail reception. "They can also opt for the Formules Entreprises, i.e. the reservation of one to six seats in the first category per performance, with a glass of champagne at intermission or an à la carte evening, including a VIP welcome, a cocktail served in a private room and dinner in a partner restaurant such as the Café de la Paix", explains Maïlis Renouard, Corporate Manager at the Arop*.
Dream moments
At Maxim's, Guersende de Sabran offers groups of between 10 and 350 people the chance to privatise the venue. "Cocktail reception, dinner, lunch or evening party... the choice is wide! We even offer a private guided tour of the Maxim's Museum. The operation costs around 175 euros per person for a dinner and an additional ten euros for admission to the museum. Among the legendary Parisian addresses, the Crillon and Four Seasons George V hotels regularly receive requests from incentive clients. "They are often of American or English origin, but requests from emerging countries such as China are starting to arrive", notes Jean-Pierre Soustric, Marketing Director France for the Four Seasons group. The manager adds that "despite competition from challengers such as Rome, London and New York, Parisian luxury is still the stuff of dreams".
This luxury can take many forms. For example, Americans love to hunt for antiques at the Flea Market, guided by a guide who specialises in buying antiques. This has led some professionals to launch the Antiques Markets Accompaniment association. But if "Paris is a party", as Hemingway said, luxury is exported far beyond the borders of France. And billionaires travel the world, as Frédéric Bedin, director of the Le Public System agency, confirms. "The luxury market is fundamentally international, and therefore linked to travel. Top-of-the-range events take place all over the world. But unlike traditional incentives, the level of quality is incredibly high. Right down to the last detail! Transfers in limousines, private jets or dream trains like the Orient-Express... Nothing is too good. Of the 500 incentive passengers we welcome in France, nearly 200 are very upmarket operations," says Yann Guezennec, Sales and Marketing Director France for Orient-Express Trains & Cruises. Whether on board our trains or our boats, everyone is looking forward to an exceptional experience with a touch of authenticity and adventure. A view shared by Béatrice Frantz-Clavier, Incentive Manager for Star Clippers yachts: "Passengers come for the intimate, traditional and off-the-beaten-track feel."
And when it comes to off-the-beaten-track activities, we'll really have something to look forward to around 2020, when the richest of the rich will be able to treat themselves to a three-day trip into space for the princely sum of 20 million euros. For incentive operations, we'll probably have to wait a little longer.
* Association pour le rayonnement de l'opéra.
