Week 2 -- Stephen Nienu

Colbert’s authoritative policy and strong sense of nationalism helped France achieve an aesthetic that is often paired with the words luxury, high class, and sophistication. In Usher’s article “Colbert and Governmental Control of Industry in Seventeenth Century France”, she describes Colbert’s vision and policy process that helped France transform from a competitor of Italy to a leader in aesthetics. Colbert strived to strengthen France. According to Usher, France was a society deeply conscious of its age, the individual looked for shelter and security rather than for opportunities to do new things. Colbert established many institutions that were devoted to the manufacturing of art, furniture and tapestries, this would then strengthen France to become a world leader in the arts.. This new policy was called “The Grand Monarch”. Colbert envisioned a France that would be “surrounded by a luxury and magnificence that should represent new standards of artistic development and technical skill”. This was to combat Italy’s strength, and come out dominant in the fine arts. Along with the arts, Colbert introduced policy that would industrialize France and make France self-sufficient. These nationalistic ideas helped France shape it’s image of royalty, and luxury at the time. Now, France is still known highly for the arts, fashion, architecture, and cuisine. What do you think of when you hear Chanel, Balmain, Dior, Louis Vuitton, and Yves Saint Laurent? The first thing that pops in my head is upper class. These products are sold to the world as luxurious goods and everyone wants them. Louis Vuitton is well-known company that manufactures high quality goods. One of their best-selling products are their bags, suit cases, and eyewear. Mind you, these are just bags, suitcases, and eyewear slapped with the “LV” brand name on them. These $5000 bags don’t pay your rent, cook, or clean; yet these are heavily desired by the masses. The power of the brand compels many to purchase and vie for these products. The brand of France is seen in their art, fashion, cuisine, and architecture and has France’s prestige, or national aesthetic has stood the test of time, and France continues to be a leader in high quality products.

Questions

1.     What drives someone to purchase a $5000 bag?

2.     What if a Colbert type figure implemented similar policies in the United States? How would that help our economy and brand?

References

1. Abbott Payson Usher, “Colbert and Governmental Control of Industry in Seventeenth Century France.”

2. http://www.wga.hu/html_m/p/poussin/2a/04helios.html