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1、Thinkglobally,actlocally:Weavinginsightsfromlocalrootsintoactionablebusinessstrategiesbytakingculture,creativityandexclusivityintoconsiderationInotherwords:Canaluxurybrandbeachameleon?ShiftingsandsofLuxuryIntroduction:Cartier,orthecodificationofLuxuryI.Howtheworldbecameflat:theroll-outofluxu
2、rycodesII.Theswing-backofthependulum:arecustomersboredwithuniformity?III:Strategiestothinkglobal,actlocalConclusion:Towardsadiverseworld,whereluxurybrandsarenolongerexclusivelyEuropean?...Introduction:The10CommandmentsofLuxury1.Thoushallhonorqualityandperfection2.Thoushallhonoryourheritage3.
3、Thoushallworshipyourlogo4.Thoushallcontrolyourimage,tothelastdetails5.Thoushallcontrolselectivedistribution6.Thoushallprovidebestcustomerservice7.Thoushallpracticeexclusivityandrarity8.Thoushallmonitorpricingatluxurylevels9.Thoushallfightcounterfeits10.Lastbutnotleast,Thoushallselladream!Int
4、roduction:Cartieranditspioneeringrole?Cartiershowedthewaytomodernluxurymarketinginthe1980’s?EverythingoriginatesfromHeadquarters,nothingcandeviatefromHeadquarters,everythingmustbeapprovedbyHeadquarters:theadvertisingofcourse,butalsothevisualdisplaysinstores,theproductpricing,downtoeverysingl
5、edetail?Whatmakesthestrengthofaluxurybrand:creativityandqualityofproducts,butalsoconsistency,frompackagingtomarketingandcommercialdiscourse.Goal:buildagloballuxurywarmachineIntroduction:CaseStudy,CartierFrance/CartierUS:?2examplesofmanydisputesbetweenParisHeadquartersandUSsubsidiary:-America
6、nExpressmassmailingofTankwatchespromotionaloffers,insertedwithmanynon-luxurybrands-GenericlittlecrystalBigApplepaperweightstamped“Cartier”,soldintheFifthAvenueflagshipstore,?Practicalsolutions:-AmericanExpress:doauniquemailinginpartnership,solelydedicatedtoCartier,onlytothehighestNetWorthInd
7、ividuals,withapersonalizedinvitationtovisitCartierBoutiques!-ExclusiveNYBigApplecrystalpaperweightredesignedwithoutendangeringCartier’sglobalimage?Stronginternationalandnationaladvertisingcampaign“TheArtofBeingUnique”wasimposed:Phenomenalexpansione
