The Paris based jewelry brand, Cartier, generated publicity by sponsoring cultural events in an effort to increase sales.
Due to the economic downturn after the September 11th terrorist attacks, sales of Cartier jewelry decreased. However, Cartier responded by expanding its business globally with the opening of dozens of new stores worldwide. The brand gained publicity by sponsoring cultural events. In China, Cartier exhibited its jewelry in the Shanghai museum. In Paris, the brand displayed “a carved –ice model of its flagship Paris store at an ice festival in the Chinese city of Harbin.”
Cartier also turned its store openings into medial events by inviting prominent celebrities. They also chose New York Fashion Week in 2006 to launch a new jewelry line.
The Results:
*Media coverage at store openings
* Overall increase of 15% in jewelry sales and 22% in watch sales in 2005.
Due to the economic downturn after the September 11th terrorist attacks, sales of Cartier jewelry decreased. However, Cartier responded by expanding its business globally with the opening of dozens of new stores worldwide. The brand gained publicity by sponsoring cultural events. In China, Cartier exhibited its jewelry in the Shanghai museum. In Paris, the brand displayed “a carved –ice model of its flagship Paris store at an ice festival in the Chinese city of Harbin.”
Cartier also turned its store openings into medial events by inviting prominent celebrities. They also chose New York Fashion Week in 2006 to launch a new jewelry line.
The Results:
*Media coverage at store openings
* Overall increase of 15% in jewelry sales and 22% in watch sales in 2005.
Information from: Business Week Online Article
Cartier Taps Culture to Polish Its Brand
By Carol Matlack, August 9, 2006, Europe
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