French Luxury Brand : an heritage of divine right?

Exploration through the ages of the cultural roots of the greatest French luxury brands to better understand their soul.

Symbolic, cultural and geographical territory… Those three dimensions are tightly linked in the luxury “a la française” through their subliminal reference to the past monarchy of the 17th century. Maria Di Giovani will invite us to the decryption and analysis of the symbolic mechanisms underpinned by this aspect.

Maria Di Giovani is Managing Director of SORGEM IMR, an international market research agency.

She drives and manages today numerous studies that aim to understand the emotional dimension of stakeholders in different industries such as the Luxury sector. She also advises brands on their strategy and positioning in France an abroad.


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Yves Krief’s book


Happy and proud to announce the publication of Yves Krief’s book : “L’imaginaire des marques”, éditions Kawa.

A glimpse at Sorgem’s philosophy and our view on understanding brands.

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Thirty years old! Sorgem turns THIRTY!

Three decades devoted to listening to consumers, their vision of themselves and of others, their view on desire, on being and having, on the collective and the individual… in France and in many other countries!

What a fabulous legacy! Have we always been aware of this ourselves? We have been the oft-discreet witnesses and always truthful observers of all the mutations and crises that have transformed the relationship of our peers to consumption by successive waves: Chernobyl, the Green consumption trend, 9/11, the digital revolution and Internet, globalization…

We now grasp the full scope of this wealth of knowledge in many domains of consumption, reaching well beyond studies to build a true perspective on the evolution of society and behaviors over the past decades. We want to share this with you during an “anniversary” event scheduled next October.

What’s the idea? On a number of key consumption-related topics (products, retail, brands, sectors…), we will put the evolutions and changes that we deem most significant and, undoubtedly, most structuring for the future, into perspective.

To be continued…

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Yves Krief, President of Sorgem will be presenting at the annual « Trends and Communication » event :

Brand Values and Culture : The way to better notoriety

Brand management : What has changed ?             

-       The to-ing and fro-ing of institutional communication and brand communication

-       Two trend models : Luxury and low-cost. What is the place of mid-range ?

-       Brand management in a context of uncertainty and unpredictability

-       Consequences for the future of brands

Monday 21st November at 9.15 am

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SORGEM creates SORGEM China

For many years, SORGEM has been specialized in international and multi-cultural research. For over 10 years, thanks to a network of long-term partners trained in our research methods, we have carried out a wide variety of research projects throughout the world, from America to Asia.

We have taken a further step in this direction with the creation SORGEM China, the Chinese branch of SORGEM, based in Shanghai.

After the creation of SORGEM UK in 2010, this latest development allows SORGEM to offer the highest quality of recruitment, moderation and analysis for research in China.

Our local expertise means that SORGEM China is able to complete and enrich ethno-cultural understanding of the market and of Chinese consumers in order to allow a specific, strategic approach to the international development of brands, products and targets.

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