Luxury Brands- Thierry Chaunu

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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