Cartier: the story of the operators
Like their parents to tell a child “cry wolf” story, for the children planted the seeds of honesty, and now companies are willing to use the story to spread its ideas, the seeds of the brand is rooted in the minds of consumers.
The story easy to remember, easy to spread; story close to human nature, more emotional and vitality given product; in this product is a high degree of homogenization of the era, the story is a useful tool to establish brand personality.
One is called “the emperor’s jewelers, jewelers of the emperors” of the international top luxury brands over the past 160 years has been concentrated weave their own stories and use a variety of means to spread the. So, if some people think that, 160 years in business Cartier jewelry, watches and other luxury goods, it would be wrong, because in addition to these things, but more importantly, Cartier has also been running his own story.
Mining Story
Since its inception in 1847, Cartier has been working with the imperial family of aristocrats and celebrity’s countries have maintained close-knit and close contacts. For ordinary people, the royal family and the lives of the celebrities on the mystery and fascination. As a result, Cartier became every customer free of charge to its spokesman, this is the Cartier brand is an important source of the story.
No matter what channel you know from Cartier, one would hear such a story: in December 1936, following a bit less than a year to Britain’s King Edward VIII and the twice-divorced Mrs. Simpson, the U.S. civilian woman were married, resolutely declared that abdication. King Edward VIII, George VI to the throne after his brother, gave him the title of Duke of Windsor. In order to express their love, the Duke of Windsor inspired Cartier company designed the Duchess of Windsor, four jewelry, namely the “Cheetah” brooch, “BIB” necklace, “tiger” long-handled glasses and the “duck head” brooch.
Because of its behind the beautiful, moving story, and “Cartier’s first animal shaped jewelry” status, “Cheetah” brooch has almost become iconic Cartier products, but also thereby to Cartier’s ” cheetah “series product unceasingly the many newcomers favorite.
In fact, Cartier really booming business up and swept the royal family and nobles from Paris by Napoleon’s younger cousin – Mathilde Princess of all ages began. Later, the British Prince of Wales Prince specially ordered from the Cartier 27 crown-shaped headdress, and he was crowned as Edward VII’s ceremony, to wear. Two years later, Edward VII bestowed the Royal Cartier certificates of appointment. Since then, Cartier has been in succession in Spain, Portugal, Russia, Belgium, Egypt and the king room certificates of appointment to become the royal family’s “Queen’s jewels,” suppliers.
These with royalty and celebrities of the story, not only brought to the Cartier business development, but also so that the brand Cartier greatly enhanced the value of premium capacity of growing.
Of course, in addition to the story behind these brands, the Cartier behind each product also has its own story.
Cartier’s classic, such as the “Tank watch series,” is to commemorate the “a war” in the tank soldiers, designed in 1919 for the first time sales, to the harmonious and simple shape has still sought after fashion. In 1924, Cartier is a famous poet JeanCocteau designed a unique shape and deep rich flavor of the Cartier ring……
“We do not specifically for a particular country or region of the consumer group designs. Because our customers know that Cartier is an international brand, if simply for a regional consumer design products, it will affect the image of the brand.” Cartier Asia and China deputy general manager of North China, said Zhang Kai, “but we will design products from the culture around the inspiration.”
In 2003, Cartier launched the “Kiss of the Dragon,” jewelry series, all of their creative inspiration from the traditional Chinese culture and art, will some of the most simple everyday things such as wishful unusual knots, wind chimes, padlocks, as well as the classic “Dragon” style is interpreted as a symbol of happiness and good fortune, success and a permanent jewelry treasures.
Dissemination of the story
For luxury, the brand history, brand spirit is more important than the product itself. Therefore, the luxury market needs to select a good channel of communication with the spirit of the proper way to bring the brand to target groups with which to pass.
“Customers appreciate the Cartier bring quality o