Why the prices of expensive French brand are so high? Because of
- socio-cultural perception of prices
What does ‘socio-cultural perception of prices’ exactly mean?
If you read this article you’ll have the answer and even MORE. You’ll understand PERFECTLY everything that explain those high prices.
The subject of the price of products from French luxury brands is not a common one, so it’s normal that you don’t know much about it.
If you read the article, you’ll find out why?
I’m Thomas Ricomard, I teach French in person and online to hundreds of students from all over the world.
Luxury must be comfortable, otherwise it is not luxury.
Coco Chanel
The concept of ‘expensive’ in French culture
The connotation of luxury and quality
In French culture the word ‘expensive’ (cher) is often associated with
- Luxury
- Sophistication
- High quality
So, when a French person says that something is cher, it means that it costs a lot of money.
But it’s also related to
- Prestige
- Elegance
- Refinement
| Luxury | It describes goods and experiences higher than the ordinary in terms of quality, comfort or elegance.
|
| Sophistication | It implies a high level of
|
| High quality | Cher means that the quaility is high.
|
| Prestige | It means that the goods and experiences are related to
|
| Elegance | Goods and experiences are perceived as higher than the ordinary in terms of
|
| Refinement | It means that attention is focused on details, sophistication and subtlety.
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Socio-cultural perception of high prices
In French culture, the social and cultural perception of high prices go beyong the value of money.
It includes
- the fact that most people in France greatly appreciate craftsmanship
- the status associated with premium products
| Appreciation of craftsmanship | The French are very fond of craftsmanship, and as a result, it is highly valued. Handcrafted products made with time-honored know-how are highly prized. This is especially true when special attention is paid to detail. So when a product is considered expensive, it’s an acknowledgement of
|
| Status associated with premium products | They are
A French person who consumes luxury products is perceived as
|
The prices are different for the nice breakfast you can have in the numerous French cafés, have a look here to see what a true French breakfast is.
- Luxury
- Sophistication
- High quality
- Prestige
- Elegance
- Refinement
Click on this video to know how luxury brands do marketing.
Understanding French pricing
How products are valued in France?
3 factors determine the value of products and services on the French market
- Craftsmanship
- Brand heritage
- Exclusivity
| Craftsmanship | The French attach great importance to tradition in general. They like products made with traditional know-how. This type of product is perceived as being of superior quality, sometimes associated with art, and more durable. This helps to raise perceived value, in areas such as
|
| Brand heritage | The major French brands insist on their history and reputation. The longer the brand’s heritage, the more valuable the products are perceived to be, and therefore the more expensive they are. |
| Exclusivity | In general, consumers are looking for unique experiences and rare products. Consumer’s perception of exclusivity leads to a perceived increase in product value.
3 means are used to produce this perception in consumers
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The role of taxes and cost of living
What’s the impact of the
- Taxes
- Economic policies
- Overall cost of living
on the pricing landscape in France?
| Taxes | France has different VAT (Value Added Tax – Tax sur la Valeur Ajoutée (TVA)) rates for different goods and services. VAT increases the price of many products and services.
Added to this is the fact that companies have to pay several types of taxes and social charges, which increase the cost of production. As a result, the price of the product rises. |
| Economic policies | There are three main types of economic policies
|
| Overall cost of living | This includes
|
When you’ll be in France, before comparing the prices of pastries, have a look here to know the real French pastries.
- Craftsmanship
- Brand heritage
- Exclusivity
- Taxes
- Economic policies
- Overall cost of living
It’s all about the money.
Joe Jackson
Factors that drive up prices in France
Importance of origin and authenticity
Product origin and authenticity play a crucial role in driving up prices in France, particularly in the luxury and gastronomy sectors.
| Heritage and Terroir | In France, authenticity is often closely linked to cultural heritage and terroir. Some products come from a specific part of France: wines, cheeses and other regional products.
They are associated with authenticity and ancient tradition. This reinforces the product’s reputation and quality, and as a result, prices rise. |
| Craftsmanship | The French appreciate craftsmanship in the fields of gastronomy and luxury. These are products made by hand, using traditional techniques handed down from generation to generation. These products are perceived as authentic. Prices are high, as creating them requires time, effort and specific skills. |
| Label of origin and certification | Luxury and gourmet products have specific labels of origin and certification to guarantee their authenticity.
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| Exclusivity and rarity | Products from specific regions can be produced in small quantities. They are rare and justify a high price. |
| Authenticity marketing | In marketing, the more authentic and traditional a product is presented, the more popular it is with consumers. Consequently, it’s an expensive product. |
Supply and demand dynamics
How supply and demand influence pricing, especially for limited-edition items and exclusive services?
It is based on economic and psychological mechanisms.
| Rarity and Exclusivity | A limited (scarce) supply can generate strong consumer demand. This is because the product is perceived as more precious and prestigious than a mass-market product. The rarer the product, the more people want to buy it, and therefore the higher the price. |
| Demand effect | If demand for a product is high and supply is limited, the price is high. Consumers are willing to pay a lot for it. |
| Perception of Value | The rarer and more prestigious a product or service is perceived to be, the more expensive it is. The more consumers are willing to spend to obtain it. |
| Pricing Strategy | The pricing strategy is based on supply and demand. In the case of limited edition items and exclusive services, prices may be adjusted according to market fluctuations. This is to make more profit, while continuing to be perceived as prestigious. |
| Effect of Notoriety | Rarity can increase brand or product awareness. A product perceived as rare strengthens its market position, leading to higher prices. |
- Heritage and Terroir
- Craftsmanship
- Label of origin and certification
- Exclusivity and rarity
- Authenticity marketing
- Overall cost of living
- Rarity and Exclusivity
- Demand effect
- Perception of Value
- Pricing Strategy
- Effect of Notoriety
‘Cher’ vs ‘coûteux’: nuances in French language
The subtle differences between the terms ‘cher’ and ‘coûteux’
Both terms cher and coûteux indicate that something has a high price, but they can have slightly different meanings depending on the context.
| Cher | Cher is often used to mean that a product/service has a high cost or is considered expensive.
Subjective: the connotation of cher is more subjective, depending on individual perception of value. It’s a term that the French use in everyday life to say that something is expensive. |
| Coûteux | Coûteux is more formal than cher. It is generally used in more professional or academic contexts.
Objective: coûteux has a more objective meaning, emphasizing the fact that a product or service requires a significant financial investment. |
Impact on marketing and communication
How the choice of words cher et coûteux can affect marketing strategies and consumer perceptions in the French-speaking market?
These two terms are not only price descriptors, but also carry emotional and psychological connotations that can influence the perceived value and appeal of products or services.
| Tone and emotional appeal | Cher → is a more widely used term, and therefore more accessible to the consumer’s mind, and less formal than the word coûteux. The emotional link with the word is more obvious.
Coûteux → is more formal and objective. It assumes that the product/service is of superior quality and luxury. On the other hand, it can create an emotional distance with some consumers. |
| Market segmentation | Cher → can be used when a high price is presented as a positive feature, and there are many potential consumers. This is possible for high-quality but affordable products.
Coûteux → can be associated with luxury aimed at a smaller market and which has a customer base that can pay a high price for high-end products/services. |
| Pricing strategy | Cher → we can use the word cher for a pricing strategy that emphasizes competitiveness and value for money.
Coûteux → to use a high-price strategy to position its products/services as luxury items and justify a higher cost by unique or exclusive features. |
| Psychological effect on perceived value | Cher → to give the impression that the price is high, but justified by the quality or exclusivity of the product.
Coûteux → can accentuate the fact that cost is a distinct feature of the product, reinforcing the perception of luxury and exclusivity. |
- Cher → subjective
- Coûteux→ objective
FAQ
How do you say ‘expensive’ in French?
Cher is expensive in French.
Pas cher is cheap.
C’est très cher, c’est hors de prix is crazy expensive
What are some synonyms for ‘expensive’ in French?
Cher, coûteux, onéreux, dispendieux, à prix élevé, à coût élevé.
What is the feminine form of ‘expensive’ in French?
Chère is the feminine form.
Cher is masculine.
Cette voiture est chère.
This car is expensive.
You’ve read the article until the end, well done!
Don’t hesitate to let a comment or ask a question down below! I’ll get back to you.
Thomas, your teacher of French🙂
Resources
https://www.vox.com/money/23728283/luxury-designer-boom-nike-lvmh-pandemic-le-creuset
https://luxurylondon.co.uk/style/hers/chanel-hermes-price-rises-luxury-scarcity-exclusivity/
https://www.ft.com/content/b12fbaa3-150d-4e46-bad7-25d0f79b03a7