LUXURY BRAND

MANAGEMENT
/2022

| AS PRIYADHARRSHINI | ISHA SHARMA | MEGHA N | NIDHI M |

RUCHITA KIRTI | SAKTHI S | SRISHTI K
 LUXURY BRAND MANAGEMENT

ASSIGNMENT- I

Submitted by:
AS Priyadharrshini (MFM/21/37)
Isha Sharma (MFM/21/451)
Megha Narayan (MFM/21/545)
Nidhi M (MFM/21/755)
Ruchita Kirti (MFM/21/56)
Sakhti (MFM/21/451)
Srishti Kanojiya (MFM/21/373)

Submitted by:
Ms. Kritika GK
(Associate Professor & Campus Coordinator)

Department of Fashion Management Studies

NATIONAL INSTITUTE OF FASHION TECHNOLOGY
BENGALURU (2021-2023)
 CONTENTS

01 LUXURY MARKET 01-02

02 HERMES 03 - 11

03 DIOR 12-19

04 CARTIER 20-28

05 JACQUEMUS 29-36

06 GUERLAIN 37-42

07 GAPS 43

08 FUTURE TRENDS 44

09 CONCLUSION 45

10 REFERENCES 46
 LUXURY MARKET
The word luxury comes from the Latin “luxus”
which means superabundance, excess in the
way of life or a display of wealth aimed at
satisfying desires that transcend real needs.
However, the definition of luxury has been
evolving with time. For a long time, luxury had
been synonymous with haute couture, a model
based essentially on tailoring in which the
designer is the guardian of the aesthetic tradition
of the wealthiest classes.

In the 1920s, designer Coco Chanel

revolutionized the traditional look, enunciating an
idea of fashion that was more modern and
dynamic. From the 1960s onwards,
democratization of society introduced a sort of
aesthetic reformism that broke with the idea of
tradition: the first collections accessible to the
emerging classes were created by designers
such as Pierre Cardin and Yves Saint Laurent.
the
During the 1980s, the industrial organization
system finally became established in the world
of fashion. It was at this time that Italian
designers such as Versace, Armani and
Trussardi overtook their French cousins in terms
of volume and turnover During the 1990s, a
post-fashion logic was established characterized
by the proliferation of styles and sources of
inspirations. Designers shaped collections but
were also inspired by the emerging phenomenon
of street style.
In the recent years, the focus of attention shifts
from the intrinsic characteristics of the product to
what it represents. Essentially, a new
competitive arena is created in which companies
win or lose on the basis of creativity, innovation
and brand strength and are called upon to enrich
objects with symbolic values regardless of the
traditional requirements of rarity and exclusivity

01
Segmentation of luxury products calls for a very
articulate marketing strategy. Luxury as a
concept can in itself be differentiated in several
tiers:

Supreme Luxury : This category

comprehends unique pieces, which are
made to measure, handcrafted with precious
metals, sold – or better yet – unveiled only
for an exclusive audience (e.g. Chanel). Very
few brands can be ascribed to this category
of products and as a result, the marketing
strategies used to maintain this privileged
position are unique.

Lifestyle Luxury : This category involves

series of limited edition products which are
high quality and very fashionable, featuring
heritage branding and a clear product
identity, distributed selectively (e.g.
Salvatore Ferragamo). This segment tries to
strike a balance between being luxurious but
achievable.

Accessible Luxury : This category is for

high fashion content, with a good
price/quality ratio, made accessible and
desirable through powerful communication
(e.g. Swarowsky).

Masstige : The items belonging to this

category are sold at the price of ordinary
consumer goods, while attempting to
emulate the style, communication aesthetics
and distribution visibility of luxury goods
(Chanel limited editions by H&M). Masstige
is in fact short for Mass-Prestige and is a
unique product category which strives to hit
a perfect balance between a lower-quality
product and a luxury experience markup.

02
 HERMES
ABOUT HERMES
Hermès International, sometimes also mentioned as Hermès of Paris or Hermes, is not only a French
luxury goods manufacturer, it's been consistently ranked as the world’s most valuable luxury brand in
different valuation. Hermès as a brand enjoys an iconic status within the world of luxury. A mixture of
rich heritage, exquisite craftsmanship, eye for detail and high levels of quality and professionalism
through the whole manufacturing process which gives Hermès a position of superiority in the very
competitive and ruthless world of luxury.

According to global brand valuation firm Interbrand,

Hermès came in 28th amongst the simplest Global
Brands in 2020. With a brand valuation of USD
18.0 billion, it trails behind Louis Vuitton, ranked
17th with a valuation of USD 31.7 billion. Hermès
isn't a conglomerate in the real sense of the word
and does not own a portfolio of brands like its key
competitors, which include LVMH, Richemont and
Kering. Currently, the range of products under the
Hermès name includes leather goods, lifestyle
accessories, furniture, fragrances, watches,
jewellery, ready-to-wear and saddlery.

The leather goods and saddlery category is the

biggest contributor to the company’s revenues
(50%), followed by ready-to-wear and accessories
(23%), and then silk and textiles (9%).

HERMES’ BRAND PHILOSOPHY

The Hermès’ brand philosophy can possibly be summarised by a single sentence quote from former
CEO Jean-Louis Dumas – “We don’t have a policy of image, we have a policy of product”.The brand
philosophy is deeply entrenched in the platforms of “quality” and “refinement”. It is for these very
principles that the brand has always shunned mass production, manufacturing lines and outsourcing.
According to Hermès, each and every product coming out under the brand’s name should reflect the
hard work put into it by the artisan.

03
 MARKETING MIX OF HERMES :

1. Product Strategy of Hermes : Hermes is an

established fashion industry player ​which has
provided its customers with a wide range of products
and accessories ranging from silky towels to furniture
and board games as well. Its main portfolio consists
of Leather Goods & Saddlery, Ready to Wear and
Accessories, Silk and Textiles, Perfumes, Watches.
Hermes relies on its heritage, quality, and
craftsmanship to maintain the trust of millions of
consumers around the globe. As such, this brand can
be considered the flagship of any luxury brand
portfolio.
2. Price Strategy of Hermes : The luxury industry is an
exceptional example of how brands can succeed
even with exorbitant prices. However, the brand
image has to be always impeccable no matter the
price. Hermes is one of the largest and most famous
brands in the world, It’s synonymous with opulence
and high-end products. Though high prices are not
new for Hermes, it has attracted attention in recent
years with its most expensive piece of luggage, which
can cost as much as $39,000.

3. Promotion Strategy of Hermes : Hermes

has a reputation for creating clothing and
accessories that are stylish and of great
quality. When it comes to their advertising,
they use a combination of traditional and
digital mediums, incorporating them into
campaigns that are constantly evolving and
improving.
Though Hermes has a strong international
presence, their marketing activities vary
according to their countries of business, with
different promotional strategies at the
customer and country level.

04
4. Place and Distribution Strategy of Hermes :
Hermes’ operating network size has not only
expanded extensively in Europe and the United
States but has also introduced to the Asia-Pacific
region and Latin America. Hermes uses an Omni-
channel distribution approach to sell its products. It is
present in about 45 major and popular countries
across the globe. Realizing the great opportunity in
the market to sell luxury bags and accessories
globally, Hermes has capitalized on it. This is made
possible by having its website localized so that
customers can choose the language and content that
best suits their requirements and location. Through
the website, buyers can shop for products depending
on their location, language preference, and currency
of choice. It has also rolled out its expansion for
selling its goods via its e-commerce platform. Its e-
commerce facilities are present in 28 countries and
continue to expand.

MARKETING STRATEGY OF HERMES :

The marketing strategy of Hermes can be defined as a comprehensive approach designed to help
establish a sustainable competitive advantage enjoyed by the brand. This is also an addition to its
offerings that enhances its corporate image, build loyalty among consumers, and advance financial
performance. It has also become a reliable brand in the field of leather products and the fashion
industry. Due to its popularity for making different kinds of luxury, wealthy individuals are attracted
towards it. It uses many measures to promote its products all across the world.

The marketing strategy of Hermes can be defined

as a comprehensive approach designed to help
POP UP STORE STRATEGY OF HERMES
establish a sustainable competitive advantage
enjoyed by the brand. This is also an addition to its
offerings that enhances its corporate image, build
loyalty among consumers, and advance financial
performance. It has also become a reliable brand in
the field of leather products and the fashion
industry. Due to its popularity for making different
kinds of luxury, wealthy individuals are attracted
towards it. It uses many measures to promote its
products all across the world.

05
 SPONSORSHIPS ACTIVITY OF HERMES

The brand is active with sponsorships across a wide

variety of fields and events.The company uses
these platforms to promote its brand awareness and
to reach out to its targeted audience more
effectively. Hermes had been sponsoring this event
for many years now. Few of them are listed below :
Website advertising – over 3.5 million page
views per year
E-Newsletter marketing – 125,000+ database
Hermes Runners Magazine – 5,000 copies
distributed at 30+ locations, numerous health
fairs and exhibits, and Hermes Road Races
Onsite exhibits and sampling
Start and Finish Line signage and banners
Course signage
Virtual Race Bag Marketing
Physical Race Bag marketing
Offers inside our Virtual Race Bags
Race T-shirt
Finisher Medals and Age Group Awards
Water Stop visibility
Recognition in Hermes marketing including
Print, Radio, Outdoor, Email, Social Media, etc.
VIP Tent exposures
Bag Check opportunities
Event sponsorships
League and tournament sponsorships

DIGITAL MARKETING STRATEGY OF HERMES

06
 Hermes is one of the best examples of a brand
embracing digital marketing. Hermes focuses a lot
on digital marketing. It has its Podcasts and
documentaries. This proves that it pays off huge for
a company to embrace the power of digital media.
It also has a newsletter that keeps its customers
informed about the company and happening
around the fashion world.

ADVERTISING & MARKETING CAMPAIGNS OF HERMES

1. Le Temps, un Object Hermes (Time, An Hermes Object) : Le Temps, un Objet Hermes, which means
“Time, An Hermes Object” is a campaign that showcases a fresh approach to create its distinctive style
of watchmaking philosophy.The creative strategy behind the marketing campaign employs a blend of
social, cultural, and economic intention along with technological capabilities to enhance the market
success.

07
2. Objects for Interior Life : Hermes has launched the ‘Objects for Interior Life’ marketing campaign exhibiting the
contemporary series of tableware that brings to life various different interior spaces, giving place to a more refined and
beautiful approach to interior design.
It focuses on showcasing the line of home accessories that focus on simplicity, warmth and artistry. The product line
consists of sleek lounge chairs and tables with a touch of modern flair to them. The cubes, curved shapes and squares
made of different materials give off a sophisticated and clean aesthetic that complements the beauty of minimalist
interiors. The major objective behind this campaign was to showcase and inspire people around the globe to give
shape to their desire through symmetry, form, depth and space.

3. Waiting list strategy - Strategists at Hermes makes

good use of the economic fundamental that ‘scarcity
increases the value’ to create exclusive demand of its
products amidst the high-end shoppers by keeping at
least a year long wait list. Hermès constantly maintains
the core value of the brand by not practicing mass
advertising to reach higher sales volume which helps the
brand to communicate easily with its specific target
groups.
4. Communication media- Hermès mostly advertise in
print media that can smartly provide attractive colors,
theme and fabulous images. Like- luxury and high
fashion magazines such as Vogue.
5. Celebrity endorsement- Hermès uses this tool to
create global brand awareness and add value & enhance
position of its brand in the market. Hermès to increase
the value of its products uses celebrity names for its
products example, "Kelly and Berkin bags" is named after
Grace Kelly and Jane Berkin.

6. Outdoor advertising Fashion show - to promote new

products and get feedbacks from customers.
7. Movies - Hermès to boost the reputation of its products
asks famous actors in the movies to use the product.
Example, Hermès Birkin bag was used by Sandra Bullock
in the movie" the proposal"
8. Website - Which supports various languages for
different countries to promote its latest products and
services and to respond to customer questions.

08
 HERMES E-COMMERCE

Hermès has become the latest fashion and accessories

giant to embrace the luxury e-commerce explosion in
China. Following in the footsteps of major rivals like
Louis Vuitton and Gucci, the classic French brand
launched its Chinese e-commerce website on October
17 2021, signaling a campaign to capture the country’s
free-spending online luxury shoppers. A wide range of
Hermès items, from ready-to-wear apparel (for women
and men), accessories (shoes, jewelry, and fragrance)
to handbags are available to purchase for consumers in
China on the new site. However, the brand’s signature
handbag collections Birkin and Kelly will not be
available.
The overall design of Hermès’ Chinese e-commerce
website is the same as their official sites in the United
States and European nations. However, the availability
of products is different. For example, the Verrou Chaine
mini bag is available on the American site at the price of
$20,400, while it is not found on the Chinese one. In
general, the Chinese online store has a much smaller
choice of styles and items, at least initially.
This is not the first digital push by Hermès in China.
In October 2021, the brand launched a WeChat
pop-up store for its collaborative Apple smartwatch
in China. As the brand (and the luxury industry as a
whole) increasingly relies on the Chinese market
for business growth, it is a strategic move to step
up its digital innovation within the country.
In September, Hermès reported its first-half
financial earnings results, stating that the Asia-
Pacific region has become responsible for about 35
percent of all sales worldwide of its bags, scarves,
leather goods, fashion, etc.
As for the impact of COVID-19 on its bottom line,
Hermès stated that the markets that have been the
quickest to recover in terms of spending “are those
with historically strong local customers, including
Japan, Korea. China,” which have turned to luxury
spending on their home turfs in light of a standstill
in international travel, which is traditionally a huge
driver for luxury goods sales. Such spending
repatriation pre-dates the onset of COVID in certain
countries, such as China – whose government has
cut formerly sky-high luxury taxes in recent years to
encourage domestic consumption but has been
09 inevitably accelerated as a result of the pandemic.
 HERMES WEBSITE & INSTAGRAM PAGE

HERMES WAS THE FIRST AMONG ALL LUXURY BRANDS TO LAUNCH THEIR
FIRST E-COMMERCE WEBSITE IN THE YEAR 2001.

Hermès has always had this unique ability to

position themselves as the iconic brand it is, but also
embrace newness and technology and remain
relevant and modern. They really rely on their own
placement, through their website and social media
like Instagram and they’re been very good. Its
Instagram account often embraces more creative
and quirky elements as seen with its 'Braid Runner'
posts, where a person’s hair was placed over
images of a horse on a laptop and braided, a play
on its equestrian heritage or its recent fragrance
launch, where perfume bottles are seen balanced on
the edge of a diving board. “The strength of Hermès
lies in its very distinctive creative content which
allows them to post about any types of collections
from horse riding equipment to lipstick while staying
consistent and continue to build the brand.

Hermes launches their own Instagram page in the

year 2004, featuring all their goods & products with
their unique advertisements and product placement.

10
 BRANDING
Physique : The iconic horse & carriage and the
signature orange were introduced in the 1950's
(Hermès - The Strategy Insights Behind The
Iconic Luxury Brand - Martin Roll, 2018).
Relationship : Items such as the Hermes Birkin
bag are considered the ultimate status symbol
amongst the wealthy.
Reflection : The very high price tag and
exclusivity of some Hermès products lead
some to believe they are a better investment
than gold or the stock market.

Personality : Forbes published an article

considering the authenticity of the brands
Hermès and Louis Vuitton. They determined
that with their understated but distinctive style,
and low-key marketing. Hermès was by far the
most authentic brand.
Culture : Since the start of his career Thierry
Hermès was devoted to using the finest
materials and crafting techniques in all his
products, this exceptional quality has continued
throughout the brand's product range.
Self Image : Hermès is considered by many as
the height of luxury and therefore has certain
associations with owning the brands products.
The exquisite craftsmanship, rich heritage and
iconic status leads to a sense of sophistication
in owning their products.

Hermès is an ultra-luxury success story, without any doubt. With limited distribution, exclusivity and
controlled marketing, the overall company and many of its product categories have regularly
registered double-digit growth rates year-on-year. This is a true reflection of the Hermès brand
strength among the highly affluent segments of the global population. The company has successfully
kept alive and strengthened a brand differentiated through strong history, exquisite craftsmanship and
superior quality. The fact that it is considered to be the most innovative among all the luxury fashion
houses is a testament to the company’s commitment to constantly manufacture and launch ultra-
luxury products that are unique, have a strong sense of allure and have a distinct mark of superior
craftsmanship.

11
DIOR
Dior, also known as Christian Dior SE, is a French luxury
fashion label that is owned and run by Bernard Arnault, the
chairman of LVMH, the greatest luxury conglomerate in the
world. Dior has 59.01% of the voting rights and 42.36% of the
shares of LVMH. French fashion designer Christian Dior (1905–
1957), a native of Normandy, launched the business in 1946.
This company only sells footwear and apparel in Dior shops.
The Christian Dior Couture division is responsible for haute
couture. Since 2018, Pietro Beccari has served as the CEO of
Christian Dior Couture.
On December 16, 1946, the House of Dior was founded in Paris
at 30 Avenue Montaigne. The opening year is celebrated by the
present Dior organization as "1947," nevertheless. Marcel
Boussac, a wealthy businessman, provided financial support to
Dior. Dior declined Boussac's invitation to design for Philippe et
Gaston because he preferred to start again under his own name
rather than resurrect a dated brand. The brand-new fashion
house was integrated into Boussac's existing "vertically
integrated textile industry." It had a 6 million FFr ($1 million)
capital and 80 staff. The business, which was a "majorly owned
affiliate of Boussac Saint-Freres S.A.," was actually a vanity
project for Boussac. On 12 February 1947, Christian Dior
launched his first fashion collection for Spring–Summer 1947.
The show of "90 models of his first collection on six
mannequins" was presented in the salons of the company's
headquarters at 30 Avenue Montaigne. Originally, the two lines
were named "Corolle" and "Huit".
Christian Dior Couture is a story of dreams and elegance,
passion and excellence, It is also a story of know-how. The
creations of Christian Dior Couture express the passion for
beautiful gestures and exceptional objects. From haute couture
to ready-to-wear, including leather goods, watchmaking and
jewelry, know-how is transformed into the art of making

Values and Philosophy

Christian Dior's values were those of excellence in all that he
undertook, of elegance and of craftsmanship reflecting his
unique talent. His mission was not only to make his clients -
indeed all women - more beautiful, but also to make them
happy, to help them dream. He saw himself as a magician who
could give women confidence and make them ever more
feminine, more sublime. He believed the importance of respect
and in the capacity of this fundamental value not only bring out
the beauty in women, but also to bring out the best in all people.

FALL/WINTER 1949–50

“Don't buy much but make sure that

12 what you buy is good.”
― Christian Dior
FALL/WINTER 1949–50

MARKETING MIX
PRODUCT: Dior is a luxurious fashion brand that was
established to appeal to the elite society's sense of
style. It has continued to have the title of being the
originator of the segment known as Haute-Couture. Its
initial line, known as "New Look," was introduced in
1947 and quickly gained popularity. While Dior Homme
and Baby Dior are available for men and children, Dior
Label caters mostly to ladies. Dior creates and sells
leather goods, ready-to-wear, clothing, shoes,
jewellery, watches, cosmetics, fragrances, and skincare
items. Some of its well-known scents for ladies include
Miss Dior and Poison, while Sauvage, Jules, and
Higher are geared at males. The company produces
concealers, foundation, powder, blush for face,
mascaras, liners and primers for eyes, lipstick, gloss for
lips and several other products under its make-up kit.
Toners, serums, scrubs, masks are available as part of
skincare regime.

PRICE: With the aid of its quality assurance and

distinctive designs, Dior offers its items to affluent and
high-class consumers. It seeks out sophisticated clients
with a sense of individuality. It has a premium pricing
policy for its items because they are of premium quality.
With its consumers, Dior has built a connection founded
on trust, and it is these affluent customers who have
enabled the business to thrive on high costs. Dior is all
about exclusivity, and its customers are aware of this.
As a result, they don't think twice about paying premium
rates for Dior products because, at the end of the day,
wearing Dior is a status symbol.

PLACE: Dior items are exclusive and authentic. They are offered in almost 210 sites around the globe. One hundred
and nine locales in Asia, forty-five in Europe, eight in the Middle East, forty-eight in North America, six in Oceania,
four in South America, and one in the Caribbean and one in Africa are where it can be found. Franchise Dior stores
can be found in prominent areas of significant cities including New York, London, Tokyo, Beijing, and Paris. The
company's headquarters are in France, in the city of Paris. Dior offers all of its goods both through its network of brick-
and-mortar stores throughout the world and through its assortment of online shops at dior.com.

PROMOTION: Relationships and trust are important for Dior. By mailing or emailing the most recent product news to
loyal customers, brands show their appreciation for their patronage. Additionally, it extends invitations for pre-sale to a
restricted group of loyal and exclusive customers. Dior has an online store where interested clients can buy products
and a website where relevant information is readily available. Blake Lively, Madonna, and Ziyi Zhang are a few of the
famous people that have been spotted out and about sporting this brand. Given that marketing involves a lot of
promotion Dior has placed their advertisements in professional publications like vogue that target affluent readers. Its
advertising, which are shown on electronic and social media, focus on elegance and quality.

13
BRIEF
MARKETING STRATEGIES OF DIOR
HISTORY
Unlike marketing that can be used for other brands, marketing for luxury brands is focused on a
specific audience. And the main value is exclusivity. This is well known to Dior, one of the most
important brands in the world. At present, Dior distributes its products in over 200 stores worldwide
and is ranked as the 14th most valuable brand in the world. One way is through clever marketing
strategies that focus on engagement and content.

Promoting classic designs through exhibitions

Dior is renowned for its exquisite exhibitions that highlight the rich history and tradition of its products
around the globe. Esprit Dior, which features ten distinct themes including Paris, Dior and his artist
friends, Dior Garden, Dior Allure, Dior Atelier, Dior's Stars, Versailles: Trianon, Miss Dior, From Pink
to Red, and J'Adore, and the New Look Revolution that features the evolution of the Bar Suit is one
of these shows. These exhibitions not only present Dior’s exquisite items but also highlight the hard
work it took to create these products.

Creating a dance-centric film to attract millennials.

In a 2017 advertisement for the Poison Girl Eau de Toilette, French model Camille Rowe and her
classmates competed in a dance-off with a group of lads.
The advertisement included a series of instructional films that showed viewers how to perform the "So
Poison" dance moves that promoted the Poison Girl perfume. The company's millennial marketing
campaign with a dancing theme was an instant success! The Poison Girl commercial received 30
million views a day after it was posted to YouTube.
This demonstrated that Dior, despite being a household name in the luxury sector, is capable of
reaching its target audience using newer, edgier, and more social marketing techniques.

Bulk beauty
This is one of Dior's tactics that stands out. Since it takes bulk attractiveness into account, it has been
able to build connections with a variety of clientele. clients that are looking for more than just a nice
clothing. Which has been incredibly advantageous since it has received thousands of Instagram
mentions. And it has consistently outperformed the opposition in the majority of the months each year.
The proposal from Dior has always been conservative in its attempts to go digital, it should be
underlined. However, this has been a significant stride because of the brand's global demographic
reach. As a result, the business can keep its current clientele while drawing in new Dior target
customers.

14
 Through mobile marketing
When promoting the classic Lady Dior handbag across many channels in 2018, Dior made mobile
fashionable. The business released a brand-new app that lets iPhone users watch its black-and-white,
Alfred Hitchcock-inspired movie "The Lady Noire Affair." This made it possible for users to see the entire
movie, the creation of it, and the trailer on their iPhones. The short, which lasted eight minutes, was
about Lady Marion and what might be in her Lady Dior bag. Dior used Twitter to provide one piece of
information about the movie every day until it was released in order to raise interest and boost demand
for the handbag. For the Lady Dior campaign, the business also created a mobile-friendly website to
interact with premium shoppers worldwide and to increase interest in the handbag range

Caters to Niche Audiences with Multiple Social Media

Accounts
Dior runs multiple social media profiles that target a particular
audience. The brand has two Instagram accounts: @dior and
@diorhomme for its official account. The former caters
specifically to its male audience, whilst the latter targets its
primary consumers. Dior's Instagram strategy is currently wildly
successful. Both of its official Instagram accounts, @Dior and
@Diorhomme, have 15 million and 88 thousand followers,
respectively. However, the fact that it targets specific
demographics is the sole reason why its Instagram profiles are
unsuccessful. Only posts that appeal to its male audience are
made at Dior Homme. Not included on its page are posts that
won't appeal to its male audience. Having separate social media
accounts, although the time allotted to maintain is greater, can
be very beneficial to a brand as they can target messaging to
that specific group of followers that may end up lost in a single
‘all things to all followers’ social media experience

Selling products on WeChat to attract the Chinese e-

commerce market.
During the Qixi Festival holiday in 2017, the company entered
the Chinese market and started selling Lady Dior bags on the
instant messaging app WeChat. As soon as the bags went on
sale, the 4-day web marketing campaign that was originally
intended barely lasted one day. Dior's success at that time in
internet marketing was significantly aided by WeChat. In addition
to making it simpler for Chinese consumers to buy Lady Dior
bags, the app allowed users to communicate with brand
ambassadors online.

Creating virtual reality (VR) experiences in runway

shows.
Dior, which has been in the business for 75 years, didn't go for
the standard fashion presentation. Instead, the business aimed
to improve consumers' perceptions of fashion by improving their
experiences.
Dior developed Dior Eyes, a VR headset for runway shows, in
2015. The device was developed in collaboration with the brand
and the global marketing and technology firm DigitasLBi Labs
France. In June 2016, the item debuted in a few Dior boutiques.
Users of the VR headgear may see what happened behind the
scenes at the brand's runway displays. For instance, customers
15 could virtually observe Dior's cosmetics specialists preparing
models
 Dior was the first luxury brand to launch on Chinese video-sharing app Bilibili
The "Dior Dream," Dior's digital strategy that combines culture and innovation, places a
strong emphasis on novelty. High-impact runway shows that have been aired and shared
on both new and established channels, such as WeChat, TikTok, YouTube, and Bilibili,
have been at the centre of this. They included a physical Men’s SS22 collaboration with
Travis Scott in Paris, a 400-capacity Cruise 2022 show in the Panathenaic stadium in
Athens and a Paris couture show against the backdrop of a 350-metre-long tapestry. The
shows received 92 million views on Douyin (China's version of TikTok), out of the total 249
million views across platforms.

VR and AR try-on across platforms like Snapchat and WeChat is a priority for
Dior.

BRIEF
A new emphasis is being placed on augmented reality (AR) and virtual try-ons across
platforms like WeChat and Snapchat, from the personalization of a Dior Book Tote to the
B27 sneakers and World Tour accessories. This has proven to be a priceless resource. In

HISTORY
an era when transactions are conducted over the phone and remotely, Dior has discovered
that customers value learning more about a product before visiting a shop. A fundamental
breakthrough is the capability to try items on remotely, like with the shoes on Snapchat.

Omnichannel
The pandemic was the turning point for Dior's omnichannel strategy. Customers used click-
and-collect, made virtual appointments, and conducted online shopping. Dior observed a
sharp acceleration in the use of these services, with customers' purchase habits changing
quite quickly. There is indisputable proof that these new service standards won't change
following the pandemic.

16
 ADVERTISING & MARKETING CAMPAIGNS
OF DIOR

Influencer campaigns
The house has been collaborating with some of the most
well-known bloggers in the world to promote its ready-to-
wear, accessories, and beauty launches. Influencer
campaigns are a key component of their new marketing
approach. Key influencers including Chiara Ferragni of
The Blonde Salad, Aimee Song of Song of Style, and
Negin Mirsalehi were flown in for one of Dior's Cruise
shows in Calabasas, and they were all clothed by the
fashion house. In order to reproduce the experience for
the user, the brand also produced brief films where each
influencer discussed the show on Instagram Stories.
Chiara Ferragni and Dior also collaborated on the
design of her wedding dress, which was documented
and published on both parties' social media accounts.

Ready-to-wear campaign spring – summer 2018

Making female artists stand out was the aim of this
initiative. In terms of importance, Sasha Pivovarova was
one. Who wore campaign attire that was emblazoned
with the question, "Why Have There Been No Great
Women Artists?"
Likewise, they designed a set named "The Tarot
Garden" for the runway's presentation. the 2018 release
of the Tarot Game served as inspiration.
They could therefore rely on high-quality content.
because they were able to get a lot of pictures and
videos of the occasion. This resulted in 30,897 views for
the clothing, make-up, and costumes that were used in
the scenography.

Pret-A-Port campaign Autumn – winter 2019,

This campaign was highly intriguing because its major
objective was to display different Dior brand stores. In
the great sense of feminist advertising for the
advancement of women, places like Tokyo, Hong Kong,
and London. For this, they compiled a sizable collection
of images that were used as fashion covers for earlier
advertisements. This merely served as a taster of what
the fall/winter collection might look like. Several
celebrities attended this event, and they had nothing but
17 great things to say about the setting and attire.
 Capture Youth Campaign
The aim of this Dior advertising campaign was the launch of the “Capture Youth” product, featuring Cara
Delevingne. On this occasion, the actress describes her experience with the brand. And how the product
has supported her femininity to strengthen her freedom as a strong and leading woman. One who never
gives up.
The video of this campaign obtained 3,770 views on YouTube.

The Art of The Color Campaign

This campaign was also very interesting as it wanted to show Serge Lutens, Tyen, and Peter Philips´
beauty through their looks. To achieve this, an exhibition was held in Tokyo. Where the history of makeup
was told, and in turn, the femininity of women was captured.
The truth is that this exhibit was very far-reaching since it managed to bring together a large number of
celebrities. It also had 2,696 posts on Instagram and a reach of 3,313 views on YouTube.

Influencer campaign via WhatsApp

What is referred to as the first WhatsApp marketing by a luxury brand was started by Dior Beauty.
In order to provide the 9.6 million @diorbeauty Instagram followers with access to four days of content and
conversation regarding the new Dior Addict shine lipstick campaign, the brand is collaborating with brand
ambassador Jisoo. If they choose to participate, users can select the kind of content they want to access,
from themed films to interviews with Jisoo on her time as a Dior ambassador. They will also gain access to
the brand's Instagram filter and links to buy the new lipstick.

18
BRANDING
Dior's Passion: Despite his love of fashion, Christian
Dior disregarded pressure from his wealthy family and
studied political science with the goal of becoming a
diplomat. In the end, he discovered his way back to
the creative world by starting a little gallery of
handiwork. However, the gallery was forced to close
because of a family tragedy. Christian started selling
design depictions for 10 cents in order to support
himself while continuing to pursue his dream. Dior
started his own store in 1946 in the well-known
neighbourhood of 30 Road Montaigne. The store is
still open today.

Dior’s Eccentricity: In 1947, Christian Dior debuted

the ‘New Look’, which included huge volume, scaled-
down waists, and noticeable busts. Despite being
originally criticised for the bold fashion statement, Dior
persisted and went on to play a crucial role in the
revival of couture in France.
Gorgeous Dior Faces: Dior has selected several
inspirational people over the years to serve as brand
ambassadors and models. They achieved this by
showcasing the elegant image of the business. Victoire
Doutreleau, Josephine Baker, Jenifer Lawrence, and Yves
Saint Laurent are a few of these role models.

First for Royalty: The British Royal Family invited Dior to

have an exclusive display of his collection due to the high
demand for this brand. Princess Diana, Queen Elizabeth ||,
Princess Rania, and other royals are among Dior's patrons.

Luxurious Craftsmanship: Through their intricate weaving

and recognisable themes, all of Dior's collections exude
eroticism. A secret craft is used in the production of the
household apparel. That can only be done by a talented
couture atelier at their peak. Also brand uses exquisite
textures from all around the world.

Dior World: Originally a women's brand, Dior has grown to

encompass almost all opulent whims. For instance, the
opulent men's collection Dior Homme, the Baby Dior line of
children's clothing, and the DiorSkin line of cosmetics and
skincare items. Of course, there are also many more
available scents, like J'dore Dior. Additionally, there are the
well-known Woman Dior purses and glamorous shoes.

19
 CARTIER
Cartier is a reflection of grace, beauty, and elegance. One of the most sought-after luxury jewellery
brands in the world. Louis-François Cartier, a jeweller, founded Cartier in Paris in 1847, marking the
start of the company's history. passed over the company to his three sons in 1899, who carried on the
history and laid the way for what Cartier is today. They were responsible for making Cartier famous
worldwide and for revolutionising jewellery design in the 20th century. Quite a few members of society's
higher strata became supporters of the Maison only a few years after it was founded. Cartier stood out
in a sea of jewellery manufacturers with the famous replication of "the garland style"—similar to those
worn by Marie Antoinette—and their skilled craftsmen are what gave them their place among the upper
echelons of society.

The usage of South African diamonds in Cartier

jewellery was one of the distinctive features of the
company. They experimented with unusual designs
and dared to be unique, and before long, the
crowned heads of Europe began to favour the
name Cartier. For their innovative and excellent
artisanship, Cartier was dubbed "King of Jewellers,
Jeweller of Kings" by King of England Edward VII.
Early in the twentieth century, they were granted
multiple royal patents and rose to prominence as
one of the most esteemed and in-demand brands
worldwide. With his jewellery, Louis Cartier
invented a new language and drew inspiration from
Art Deco.

His work challenged the traditional styles that

had been permeating the homes of the
wealthy and established a brand that would
distinguish Cartier for many years to come.
Opening its renowned flagship store on #13
Rue de la Paix, Paris, was one approach to
create this heritage. They were the first to
associate diamonds and platinum together,
which is now the most renowned
combination, thanks to their enthusiasm with
study and innovation. Cartier also started to
draw inspiration from the natural world,
including plants, animals, and flowers, which
ultimately became important design
elements.
20
The company eventually focused on timepieces,
and many of their creations, like the Tank (1912),
the Tortue (1912), and one of their earliest
wristwatches, the Santos (1904), have become
modern-day icons (1919). The Tank watch was
combined with the renowned panther brooch as a
representation of the tanks that freed Paris during
the First World War.

Louis Cartier passed away in 1948, but his

designs, which grew to be associated with style,
luxury, and sophistication, allowed the company
to endure. Cartier is evidence that not everything
in this society is machismo and consumerism in
large quantities. Each of their pieces carries an
air of adulation and suggests a status symbol.
They are now more than just pieces of jewellery;
women (and men) all over the world acquire them
as works of art. Every renowned and powerful
woman, from the world of Hollywood to the world
of royalty, had quickly transformed into a Cartier
woman.
Cartier jewellery is distinctive because it never goes out
of style, which makes it possible for it to become
renowned. These strong yet understated aesthetics,
found in pieces like its Juste un Clou and Love Bracelet,
produce an item that you can wear every day. Their
guiding principle is that every day is unique and the
ordinary becomes precious.

In addition to their straightforward designs, they are

renowned for taking chances and producing unique
pieces that stand out in a crowd. This is because their
quest for perfection extends beyond what is immediately
apparent. The stone of choice is the deciding factor in
everything, and each design is developed around the
stone rather than the other way around. The designs are
created to bring out the aura of the stone and to
embrace its beauty using the most precious of metals.

More than 200 stores and more than 60 countries are

now home to Cartier. The LOVE collection has by far
been one of their most classic offerings. The 1970s New
Yorker served as inspiration for the LOVE line. Its goal is
to secure your love, and the binding closure and screw
do just that. This creates a feeling of genuine
permanence.

21
 MARKETING MIX
Cartier Product Strategy:

Cartier offers high-end goods, most of which fall

within the watch and jewellery categories. This
business creates specialised products for
specialised clients and also creates high-end
products that are of the highest calibre. The high-
end products in the Cartier marketing mix include
watches, bracelets, necklaces, earrings, and
brooches. The Panthere, Tutti Frutti, and Cartier
Diamonds special end collections are just a few of
the additional products that Cartier has made
available to the public. These are the company's
premium collections, which have a big impact on
how the brand is perceived. These products are of
excellent quality, and the designs are distinctive.
There are many distinct types of watches in the
watch category. Cartier offers watches for both
men and women that are divided into many
categories. The business has begun expanding its
product line into different categories, such as bags,
leather goods, fragrances, eyewear, cufflinks,
lighters, keychains, writing implements, and belts,
among others.

Cartier Pricing Strategy:

The affluent class is the target market for Cartier's marketing mix pricing strategy, and the prices are
determined by the product's type, quality, and competition's pricing. They guarantee that the targeted client
group is happy with the merchandise. The prices are fairly hefty, as we discover. The main cause of this is
that the products are personalised, and even if they aren't, the excellent quality of the material is already
reflected in the price of the products. When it comes to quality, they are of the highest calibre. Cartier takes
care to maintain a satisfied clientele. The wealthy members of society are those who use the products.
Additionally, they have gift cards that offer customers a specific type of price reduction when they make
purchases. Few of Cartier's newer products have lower prices when compared to the rest of the company's
offerings. This is done in an effort to corner the market they are trying to break into.

22
Cartier Place & Distribution Strategy:

Cartier has distributed its goods to locations in

various parts of the globe. To learn which regions
their target clients frequent most often, they
conducted a market study. We came to the
realisation that the company caters to a very
narrow segment of its customer base. As they are
aware of themselves, people are more brand-
based than product-based. As a result, Cartier
has located its stores closer to the regions where
their consumers are more likely to be found, such
as the upscale areas of New York, Paris, London,
etc., to name a few. Additionally, they have
ensured that customers can obtain their products
online.

Cartier Promotion & Advertising Strategy:

Cartier is a brand in its own right. Through word-of-

mouth regarding the business and the calibre of the
things they have to offer, people are made aware of the
brand. The emphasis of Cartier's promotional approach
in its marketing mix is on thorough marketing via a
variety of channels. The business also uses press
coverage, such as articles published in Vogue, India
Today, Femina, Business Today, etc. These are
periodicals aimed at consumers. Trade publications like
Outlook, Business Today, and others are also utilised
to advertise the company. The business also reviews
television advertisements to ensure that the intended
audience is reached. Cartier promotes their items by
appearing on programmes that feature recently
released goods. Additionally, online marketing is
carried out to ensure that the public is aware of the
business. They see to it that the public is aware of the
company's offerings. An overview of the Cartier
marketing mix is given here.

23
 CARTIER OMNI-CHANNEL
Cartier’s tagline is “more than just a service, an
experience”. The discerning luxury buyer that
shops at Cartier wants convenience, and Cartier
delivers, both in-store and online. Cartier pioneered
omnichannel within the luxury industry context. The
Maison’s personalized service experience extends
to online through the Purchase Concierge, offering
an array of e-services to bring the exclusivity of the
Cartier brand experience to the customer’s
doorstep. The concept of buying online and picking
up in store was fairly new when Cartier adopted it,
and they allow customers to pick up their
purchases not only in their exclusive boutiques but
in partner jewelry and eyewear stores. Services like
jewelry engraving, ring resizing, and battery
replacement can be booked online, and can be
completed by mailing in the Cartier piece or
dropping it off in a Cartier boutique.

In 2018, Cartier improved their digital platforms and they were rewarded with the top spot in the annual
Digital IQ Index report for watch and jewelry brands. The laser-focus on personalized service is seen
throughout the Cartier brand, even their job listings for online marketers carry this messaging: “The unique,
personal way that clients are treated in Cartier boutiques is also reflected in the online world. By joining our
digital and e-Commerce team, you help to guide our progress by attracting, nurturing and delighting every
individual who comes into contact with the Maison.” At each and every touchpoint, Cartier does
omnichannel right.

24
 MARKETING
STRATEGIES BY
CARTIER
Studying target audience data : Monitoring social
media and keywords to know what their customers
are searching for. Competitive research to determine
what has positioned their audience and how to
respond to it. Demographic research focused on
their internal customer database for more precise
targeting.

Providing custom made products : Provides

excellent quality personalized products with
distinctive designs.

Innovative advertisement and social media
contents : Cartier has managed global popularity
through its promotional activities. Good advertising
has increased its brand visibility. They use
celebrities, pop-stars and social media platform for
grabbing the attention of their customers.
Unique online services: Services like jewelry
engraving, ring resizing, and battery replacement
can be booked online, and can be completed by
mailing in the Cartier piece or dropping it off in a
Cartier boutique.
Outdoor exhibitions : To promote new products
and get feedbacks from customers. Recently Cartier
Unveils a Hit Exhibition at the Dallas Museum of Art
MARKETING CAMPAIGNS
BY CARTIER
The Culture of Design
One of the best ad campaigns that feature in the
Cartier advertising attempts is the Culture of Design.
This ad campaign focuses on the Magnificent Seven,
which are iconic creations by the jeweler. This Cartier
advertising move showed a change in their tactics.
Rather than focusing on their new products, they
explored their historic and best pieces. The Culture of
Design ad campaign featured seven key objects in
their collection. There were four notable watches
which were the Santos, Panthere, Ballon Bleu, and the
Tank. They also featured the Juste un Clou nail
bracelet and the love bracelet. Finally, in the collection
was the Trinity triple ring.

The marketing director who crafted the Cartier

advertising strategies explained it was the first time
they united these items. They were seven critical
objects in the Cartier jewelry house, and the campaign
was a form of homage to Cartier’s design culture. The
ad campaign was also an opportunity to pay homage
to these pieces that were trans-generational. The
Cartier products are hard to date because even
25 century-old pieces look modern.
 The Cartier Odyssey

This campaign earned the Grand Prix

Strategies/Amaury Medias du luxe in 2012. It also
won the Golden Lion for special effects at Cannes.
The Cartier history shows the history of the brand
through its icon, the panther. This Cartier
advertising campaign carries viewers through the
brand universe showcasing their most beautiful
pieces. This campaign does not highlight a product
but showcases the brand entirely. It reflects on the
brand’s influences and travels over the years. It
shows the magic and power embodied by the
panther and how the story begins in Paris. The
campaign shows its journey around the world as
the Cartier brothers traveled. This campaign
featured music that supported the emotional and
epic side of the campaign.

With communication from the Cartier brand so rare, they needed something grand and powerful to make a
mark. This Cartier advertising campaign celebrated the brand’s 165th anniversary. The passion was
present in the campaign, and it took the brand two years to create. The brand shot it in five different
countries with a budget of 4 million euros. It was a hit and was seen by over 160 million people within the
first three months of its release.

26
The Pasha Watch Campaign

A top Pasha advertising campaign that made its mark

is the Pasha Watch campaign. The campaign
highlighted one of the best Cartier pieces, which is the
Pasha watch. This watch was created in the 1980s
and represented an idea of success linked to its
design and power. It is an edgy timepiece that remains
in tune with the new generation. This campaign was
very impactful and one of their best communication
campaigns.

This advertising campaign featured Rami Malek, who

is an Academy Award winner. Maisie Williams, who is
an actress, was also part of the five personalities
chosen. Other personalities were musicians Willow
Smith, Troye Sivan, and Jackson Wang. It was a black
and white advertisement, and the five personalities
posed around a circle installation that mirrored the
Pasha watch. That wasn’t the only image from the ad;
there were several videos and Instagram posts
available. One of them featured a close-up of the
group with their comments playing in the background.
Stories by You Campaign

One of the Cartier advertising campaigns that stood out

was the #CartierStoriesByYou campaign on Instagram.
This campaign stood out because it redefined jewelry
marketing in the fashion industry. This approach made
advertising more personal, emotional, and human. There
were many IGTV videos where different sales advisors
shared stories of customers who purchased jewelry from
their store. One of the unforgettable stories shared in the
#CartierStoriesByYou campaign was that of a marriage
proposal. The sales advisor shared a romantic story of
how a man proposed to his lover with a ring from the
store.

Love is All

The well-received campaign in China is a successful

leverage of Chinese celebrities by the global label. While
the recreation of an already hit campaign that sings a
hymn to love, in celebration of the most important
Chinese festival, has been a cherry on top in the game of
winning over Chinese consumers.

27
 CARTIER WINING CHINA’S SOCIAL MEDIA
The rapidly-changing consumer landscape has
moved at a slower pace in the luxury industry,
mostly due to ingrained notions about what
“luxury” means and the resulting behaviors they
produce. But in China, where a digital
transformation has led to a new generation of
social media, the luxury market has begun
shifting dramatically.

Short-form video platforms may seem ‘low-fi’

compared to expensive and thoroughly-planned
campaigns, but they have become crucial to
successfully resonating with Chinese
audiences. Chinese luxury buyers are younger
than Western luxury consumers, so they need
to be targeted through different channels, which
Cartier has done with its recent campaign.

Cartier appearence in young consumers’ feeds -

Cartier is an old hand in the Chinese market, having launched there in 1992. However, it has only recently
embraced social media — and, more importantly, third-generation social media — in the country. This
strategy can be seen in its Make Your Own Path campaign, which was released late last year to promote
the brand’s new PASHA DE Cartier watches.

While luxury brands almost always try to give off an heir of exclusivity, Cartier invited everyone on Douyin to
participate in its user-generated content campaign. The premise was simple: show off your dance moves in
a video, apply Cartier’s special filter to it, and post it under the campaign hashtag. This simple-yet-effective
campaign brought in 1.1 billion views and inspired thousands of users to boogie! Cartier even upped the
ante by launching a livestreamed clubbing event by partnering with a hip-hop dance crew and the famous
trap artist DJ Anti-General at a Shanghai club.

The fun, refreshing campaign smartly tapped into China’s creative consumers, club-going youth, livestream
lovers, and social media content creators. Cartier also invited celebrities to participate in the campaign. As
a result, the platform’s algorithm boosted the campaign widely on user feeds and generated considerable
organic support.

28
JACQUEMUS FALL 2022 READY-TO-WEAR

Jacquemus is the brand that initially attracted the attention of

Paris's fashion elite and eventually the entire world. It was
founded by Simon Porte Jacquemus in 2009. Although it has
only been active on the fashion scene for a short while,
compared to many powerful heritage brands, the label has
made its mark on it and is often regarded as the brightest star
among young French fashion companies. Jacquemus stands
out as being unique in the fashion industry for a variety of
reasons, which is not surprising given how the company's
founder and creative director himself began his professional
life outside the norm. He relocated to Paris at the age of 18 to
pursue a degree in fashion design. Even though he had no
official training in fashion and had never worked as an intern,
he left the programme after only a few months after his
mother passed unexpectedly. He gave it the name
Jacquemus, after his mother's maiden name. One of the
youngest designers to ever present at Paris Fashion Week,
the designer made history in 2012. His fresh perspective,
original business plan, and distinctive point of view resonated
with both the fashion audience and consumers, and industry
insiders took note.
He was given the opportunity to host a catwalk in his
hometown of Marseille in 2017 by the prestigious Maison
Méditerranéenne des Métiers de la Mode, and his
Spring/Summer 2018 collection, dubbed "La Bomba," was
purchased by some of the biggest retailers in the world,
including Selfridges, Moda Operandi, and Net-a-Porter. The
Jacquemus saga had not only begun but also left a lasting
impression on the fashion world.

"Jacquemus is not about nightlife

and clubbing and things like that, it's
more about fruit and vegetables and
rolling in the grass"

Simon Porte Jacquemus

29
 THE ASTHETICS
The label is able to create something that not only
properly balances the commercial and the
intellectual, but fuses the two into something
wholly original. It does this by fusing sensual
minimalism with young freshness and
playfulness. In each collection, Jacquemus
creatively portrays the romantic tale of folklore
and artistry from the French shore, drawing
inspiration from his roots in southern France.
Every runway presentation is intensely personal
and intended to convey the designer's life
narrative and worldview rather than just sell
clothing. Jacquemus claims, "I don't do garments,
I do stories," and it is obvious that buyers can't
get enough of these tales. According to
StyleSage data, there are over 335k monthly
searches worldwide for ‘Jacquemus Bag’, vs. 59k
in June 2019.

The designs by Jacquemus are always undeniably

fashionable, showcasing the female form in the most
attractive way, while also maintaining their commercial
appeal and—most importantly—wearability. It's a
French idea with a very modern and whimsical twist
that contrasts with a lot of old luxury and the traditional
Parisian labels, which historically have expressed
themselves in a much stricter way. Jacquemus
successfully creates true accessibility without
sacrificing its opulent image by playingfully
experimenting and making a statement with size and
silhouette.
The company descended upon the otherworldly salt
mountains of the Camargue for Fall 2022 with its Le
Papier collection, after runway presentations held at
opulent places like a blooming lavender field in
southern France for Spring 2020 and a beach in Hawaii
for Spring 2022. Models descended from the mineral
hills to present a collection that featured tulle,
deconstruction, sheerness, and cloud-like outerwear
against the backdrop of salt flats, which created an
otherworldly scene. The collection as a whole remained
committed to the poetic romance that has always been
a part of Jacquemus' writing, but it also spoke of
something different: repositioning and refining.

30
 THE JACQUEMUS
MARKETING STRATEGY
Jacquemus clearly has a distinct brand identity and
a compelling narrative to tell, and one of his talents
is his capacity to communicate all of that through
marketing. The brand has utilised and mastered
social media to the fullest extent possible after truly
realising its potential as a marketing medium.
Jacquemus has been able to establish a strong
online presence with an Instagram account that
has 4.8 million followers thanks to the power of Page. 11
community building for the digital era and an
incredibly transparent story through social
platforms. Jacquemus is not the only individual
betting on social media, but just as his approach to
design is unconventional, so is that of his personal
account and the account for his business.
The combination of fitted behind-the-scenes
images and advertisements for business
campaigns has given fans a special sense of
human connection. They can view personal photos
of the designer and his childhood recollections. In
line with their marketing goal of being
approachable and down to earth, Instagram has
developed into a warm and personal channel of
communication between the designer and his
followers. The designer teased the upcoming
collaboration with the humorous caption, "bonjour!
do you want to see my first nike sneaker?" in June.
He also shared intimate photos of himself and his
partner wishing each other a happy Pride.

31
 Jacquemus has a thorough understanding of how to
keep a crowd interested and where to find the
necessary resources. The company deliberately
designs pop-ups and events that are all aesthetically
dominant and perfectly suited to being shared and
going viral on social media. The company offered all-
pink 24-hour vending machines in December 2021 as
the ideal marketing approach to connect with
Millennials and Gen Zs (read: audiences that live for
a good photo-opportunity). Customers received a
locker number and code after making a credit card
payment to unlock their prize. The installation
attracted attention and increased social media likes
while promoting the Le Bambino Long bag's new hue.

Jacquemus repeated the feat in May 2022 by putting

on another retail pop-up that focused more on an
idea and an experience than on simple purchases.
"Le Bleu," which was set up at Selfridges in London,
featured a surrealistic recreation of the designer's
personal bathroom, a second vending machine, and
an interactive installation called Le Vestiaire that
capitalised on guests' "sense of discovery and
excitement." The Chiquito and Bambino bags from
the brand, as well as exclusive clothing, were on
display in exclusive colours. In the end, Jacquemus'
marketing magic comes from the way he treats his
audience and followers like friends and draws them
into his world of play and joy.
REFFERENCE

32
 A SMART MERCHANDISING
STRATEGY
Merchandising is the backbone of any fashion line, and
the Jacquemus brand makes differentiated choices in how
it builds its assortment, especially when compared with
other luxury brands.

To begin with, you can see that a large portion of the

assortment is genuinely clothing, as opposed to the
conventional luxury brand, which leans more toward Page. 11
handbags and accessories. Nearly 70% of the assortment
is found in the clothes category across all UK retailers that
sell the brand. (For reference, 23% of the total inventory at
these same merchants is made up of Bottega Veneta
clothing.) 15% of the assortment is made up of
Jacquemus bags, despite the fact that some stores, like
Selfridges, stock a bigger percentage of the brand's bags
than other stores.

However, it is clear that bags, despite making

up a lesser portion of the assortment, remain
a standout product for the Jacquemus brand.
The best-performing category of the brand's
products, Jacquemus bags, sold out 36% of
them in the UK market during the past 30
days. 15% is the substantially lower sold-out
rate for clothing. The Jacquemus brand
definitely appeals to summer shoppers,
especially those who are still recovering from
the virus.

33
 Having iconic pieces that give enduring value to a
company is another foundation of fashion success
today. We've seen the Jacquemus brand really excel
on this concept. The brand has a propensity for viral
products that can become long-term brand classics,
from its iconic cardigan to its boxy Chiquito bags.
One can see how the brand's organised thinking
blends effortlessly with the creative, from offering a
tiny bag in many larger sizes that hint at more
practical utility to developing goods that can be
seasonally updated via new hues or materials.

The brand has a history of choosing a few strong

colour themes and applying them across the
collection, even if the most recent collection had a
more neutral tone. Its current fashion collection
features 5% of its characteristic pink colour scheme,
20% of neutral shades, 19% of golden tones, 16% of
blue hues, and 5% of blue hues.

PERCENTAGE OF APPAREL ASSORTMENT BY COLOR

34
 AN ACCESSIBLE LUXURY
PRICING STRATEGY

AVERAGE PRICE BY CATEGORY

In addition, Jacquemus' price strategy exhibits an approachable luxury perspective. You can
see the distinctive position the brand holds by contrasting the average price of a Jacquemus
bag, which is listed above at £528 (614 € or $640 USD), with a Saint Laurent bag, which is
listed at £1,384 (1,608 € or $1,678). Its apparel selection likewise features a related motif. In
the end, this plan clearly lays the groundwork for future growth and market prospects as a
growing brand popular among a young demographic.

35
 MARKETING MIX
Product:
Both womenswear and menswear are offered. Products are handbags, clothing, footwear, and
accessories including hats, earrings, and scarfs. Jacquemus’ mini bag.
The Le Chiquito bag in all its sizes started a fashion product, based on trends that would've died out.
Fashion products include solely seasonal products. Oversized blazers and shirts with wild patterns and
colours are perfect for seasonal style but will eventually stop growing at the next seasonal drop. On the
other hand, these products have bold and unique elements to them, making them fashionable in the first
place.

Price:
Jacquemus commits to prestige pricing as their strategy. Higher prices account for their exclusivity and
innovative nature of the products they offer. Jacquemus' prestige strategy defines their place in the
luxury market amongst competitors of the same pricing strategy. The luxury sector as a whole has a
limited price range, meaning in order for Jacquemus to compete with similar brands, the price is a
promise of high-quality products. For their target consumers, using prestige pricing makes products
desirable; acts as something to aim towards and look forward to owning despite the normalising of
purchasing designer fashion.
The price of the various Le Chiquiti bags will range from $250 to $580. Seasonal promotions/discounts
would definitely be associated with the product

Place:
With Jacquemus having a strong digital presence, the majority of places to find his products reside
online. This widens the scope and reaches of the brand due to the fact it has no stand-alone stores as of
yet. This may be due to the peak of Generation Z and millennials preferring online purchasing to in-store
as discovered by Mintel (2019). In agreement, consumers would rather shop online or through wholesale
retailers.
The limited purchasing places for the consumer would depend on Simon's idea and passion for a digital
brand. With no permanent physical stores, the only places to grasp onto Jacquemus items physically are
through department store retailers or the rare pop-up experience store. Not big enough to be
concessions, other stockists only stock an exclusive range of the collections.

Promotions :
Social Media:Instagram takes the lead in terms of the brand's digital promotion platforms. With the
strongest presence of the Jacquemus branding, frequent updates explore the brand's personality, values
and inspiration to 2 million followers. Primarily, Instagram is Jacquemus' biggest exploration of
promotion. This also provides a legitimate shopping channel for the brand with consumers being able to
purchase items straight from the post.
Other social medias the brand utilises are Twitter, Facebook and Youtube where each runway is
showcased to their subscribers. Email-Letter,Packaging , Public relations are the strategy for the brand

36
GUERLAIN
ABOUT GUERLAIN

Guerlain is a 194 year old French

luxury perfume, cosmetics and
skincare house. House of Guerlain
has been passed on through four
generations of the Guerlain Family
and was bought by LVMH in 1994.
Headquartered in Paris, France,
Guerlain’s CEO is Veronique
Courtoise and CDO is Jean Denis
Mariani.

HISTORY

The House of Guerlain was founded in

1828, when Pierre-François Pascal
Guerlain opened his perfume store at
42, rue de Rivoli in Paris. Pierre-François,
the founder and first perfumer of the
house, composed and manufactured
custom fragrances with the help of his
two sons, Aimé and Gabriel.

Pierre-François earned the prestigious title of being His Majesty's Official Perfumer for the creation of
Eau de Cologne Impériale for French Emperor Napoleon III and his Spanish-French wife Empress
Eugénie. Guerlain went on to create perfumes for Queen Victoria of the United Kingdom and Queen
Isabella II of Spain, among other royalty.

After the death of Pierre-François in 1864, the House of Guerlain began a long tradition whereby the
position of master perfumer was handed down through the Guerlain family. The roles of perfumer and
manager were divided between the two brothers, with Gabriel managing and further expanding the
house, and Aimé becoming the master perfumer.

Jean-Paul Guerlain, the fourth generation of Guerlain family was the last family master perfumer. He
retired in 2002, but continued to serve as advisor to his successor until 2010. With no heir from within
the Guerlain family to take over, the role of master perfumer is no longer tied to family succession.
The Guerlain family sold the company to the luxury goods conglomerate Moët Hennessy Louis Vuitton
(LVMH) in 1994.

37
 GUERLAIN’ BRAND PHILOSOPHY

House of Guerlain has bold creative

talents who have crafted mythic creations,
drawing on timeless savoir-faire. Nature and
Art are their inspirations and the Culture
of Beauty is their signature. Over 1,100
olfactory fragrances have been created
since 1828 with most exclusive raw materials
sourced from across the globe.

For over 14 years the House has put conservation at the heart of its work. In the Name of Beauty,
Guerlain is actively committed to creating a more beautiful and sustainable world, elevating Nature
to an Art and passing on its wonders to future generations, with the Bee as sentinel.
Guerlain is committed to preserving biodiversity, to innovating sustainably, to taking action for the
climate and to having a positive impact on society. The Guerlain For Bees Conservation Programme
is dedicated to the protection of bees.

MARKETING MIX OF GUERLAIN

1.Product strategy of Guerlain: Guerlain product's are
inspired from Nature and Art, and the Culture of Beauty is
their signature. The product range includes fragrances
(haute, bespoke, women's, mens), bath & body, makeup
for eyes, lips & face, and skincare. Since its foundation in
1828, Guerlain has created over 600 fragrances. Among
the company's most notable are Eau de Cologne Impériale
(1830), Jicky (1889), L'Heure Bleue (1912), Shalimar
(1925), Mon Guerlain (2017). Guerlain perfumes are made
with most exclusive raw materials sourced from across the
globe.

2.Pricing Strategy of Guerlain: Guerlain is a market

leader of the luxury perfume industry which allows it to
have a monopoly over its pricing. The raw materials used
are also exclusively sourced from around the world. The
latest perfume launched is priced a at $17,000.

38
3. Place Strategy of Guerlain:
Guerlain products are available
across the world at serviced
counters at department stores,
Sephora, Nykaa, and at thirteen
international beauty and spa
'boutiques'. Guerlain has cultivated
a Boutique Spirit which they
hold dear: welcoming customers
into “our spaces” to share in
their unique savoir-faire as
well as an array of unforgettable experiences. The Boutiques are designed like exquisite, gem-
like settings for Guerlain creations crafted by the most talented artists and artisans.

4. Promotion Strategy of Guerlain: Guerlain continues the long-held policy of direct marketing
and individual customer service that has enabled the company to remain at the forefront of
perfume fashions.

MARKETING STRATEGY OF GUERLAIN :

1. Influencer marketing: Guerlain has jumped from the 10th to the 5th most visible luxury
beauty brand worldwide by investing in nurturing relationships with top beauty influencers
and focus on activating them regularly and creatively. Guerlain's strategic and functional
teams use Lefty's end-to-end platform to manage influencer relations resulting in a greater
impact on customers but also on micro influencers.

39
 2. Immersive Display Format: Guerlain turned to Swirl, a 3D immersive display format
available through Google Web Designer and Display & Video 360 to create a digital banner of
iconic Bee bottle which could be viewed from a 360 degree angle, zooming in and out, and
recreating the experience and sensations of discovering a product in person.

3. Interactive & Engaging Display unit: Guerlain used the 3D-Swirl format to highlight each
scent in the “Bergamote Calabria.” Through an interactive and engaging display unit, customers
could discover the story behind the key ingredients, deepening their connection to the perfume.

4. Email Marketing & SEO Strategy: Guerlain has a strong email marketing & SEO strategy
with a spam score of -2.8, average email size is 6 MB, 67956 keywords with under 100 SEO
rankings

5. Online Personalization of Rouge G & Bee bottle: Guerlain's “Rouge G” collection can be
personalized by choosing different packages and shades from more than 450 possible
combinations, and all this without even going to the store. The 3D configuration and
personalization tool offers them the quality and fluidity expected from a successful shopping
experience. Internet users appreciate this service, which makes this page achieve the 2nd
highest conversion rate with an increase in sales on this range of around 30 to 50%. The
second product which can be personalized is the 'Bee' bottle where customers are given a
choice of ribbons, the bottle, among different sizes and colors, as well as adding decorative
elements and engraving a personalized message.

40
BRANDING STRATEGY OF GUERLAIN :

Guerlain's scents have established a worldwide reputation for quality, luxury, and elegance. The
house of Guerlain's reputed peaked when in 1853, for the marriage of Napoleon III and
Empress Eugénie, Pierre-François-Pascal created his Eau de Cologne Impériale, which he
gave to the young bride as a wedding present. The branding strategy adopted by Guerlain is as
follows:

1.Iconic Bee: Bees inspire Guerlain with

the same infinite passion that galvanized
Guerlain’s founder, even nearly 170 years
later. The iconic bees adorn some rare
and precious bottles, influencing an array
of artistic creations and collaborations.
Eternally linked with the beauty of Nature
and far more than just symbolic, bees guide
Guerlain’s commitment to sustainability.

2. Made in France: Guerlain has been

manufacturing its perfume in first factory
“La Savonnerie”, set up in the shadow of
the Arc de Triomphe in Paris’ Place de l’Étoile
neighbourhood in 1828, the House has
never left France.

3. Exclusive Raw Material: Guerlain has a

legacy of 1100 olfactory fragrances made with most exclusive raw materials sourced from
around the world.

41
 4. Encounters with talented artists & artisans: Guerlain through its perfumes provides
encounters with talented artists and artisans from the Baccarat, JonOne, Pochet du Courval
and Lorenz Baümer ateliers.

5.Cryptobees as NFTs: In 2022, Guerlain will be selling 1828 Cryptobees as NFTs to support a
rewilding project in the Vallee de la Milliere. The NFT collection named 'Reaverse' is a
combination of real and metaverse. It has four categories according to rarity and comes in
unique graphics. There are 8 super-rare, 20 rare, 500 fairly rare, and 1300 normal Cryptobees.
Each Cryptobee has 1828 pockets of land in the nature reserve. In addition, it will have its
precise geographical coordinates.

42
 GAPS
Dior has a considerable gap in the utilization of omnichannel marketing strategies because it
relies on its websites for advertising purposes only. The omnichannel strategy presents a
lucrative opportunity for Dior to explore and exploit the distribution and sale of its products.
Hermes has a good online and offline presence. The only problem is they don't have a
cosmetic line. They can extend into the sector since they already have online, and offline
presence and consumer background.
Jacquemus has been an online brand and has only recently set up an offline store. A luxury
brand's offline presence is as important as online to give the consumer a connection with the
brand.
Cartier's target market is men and women of high income who portray their high status but
they should also focus on the younger generation which is gen z who are now becoming
trending consumers in the luxury market.
Guerlain only recently started using its website for shopping online previously it was only used
to find stores that had the product. They still don't ship internationally and should focus on
increasing their e-commerce presence.

43
 FUTURE TRENDS
Customer centricity and relevancy. Affluent
consumers’ demand for seamless cross-
channel experiences, always-on convenience,
luxury as investment, and genuine commitment
to sustainability, inclusivity, and social
responsibility, will only grow stronger in the
future.
Online will soon surpass all other luxury sales
channels. Early digital adopters
exponential growth, while latecomers were
forced to rapidly adapt and (finally) embrace
digital. The share of online sales nearly doubled
for personal luxury goods, growing from 12% in
2019 to 22% in 2021, reaching $70.1 billion.
Millennials and Gen Z drive luxury growth at
accelerating rates. The younger generations of
affluent consumers are set to account for 70%
of the luxury market by 2025 and contribute
130% of luxury market growth.
Value-driven expectations and digital-infused
lifestyles.
Resale race: Second-hand luxury becomes a
first-class priority The global second-hand
market is estimated to reach $77 billion in 2025,
with growth rates outpacing the wider luxury
market. Resale (thanks to its more curated
assortments) is driving the growth and is
expected to grow 11 times faster than ordinary
clothing retail.
44
saw
Into the Metaverse: Worlds of creativity at play.
In 2022, luxury brands will be expected to
launch dedicated virtual experiences to
enhance their customers’ experience both
online and offline. For the metaverse to
broaden its appeal, brands will need significant
technological improvements, particularly with
AR and VR headsets. Gucci and Balenciaga
already filed trademarks for smart glasses and
connected clothes.
Sustainable sustainability: Towards a more
holistic approach to values. Being more
inclusive and more sustainable will be non-
negotiable for luxury brands to remain relevant
and win over younger cohorts. Some 43% of
Gen-Z fashion consumers actively seek out
companies with a solid sustainability reputation.
Localization: Domestic luxuries to journey away
from the global sea of sameness. With
international tourism not expected to fully
recover for another year or so, we will continue
to witness growing interest and preference of
affluent consumers for locally-made products
and local shopping destinations in 2022.
Shoppers want to support their local economy
and focus on proximity e-commerce channels
for luxury brands.
 CONCLUSION

Since before the pandemic, luxury and premium brands have significantly outperformed
the rest of the global apparel market. This trend accelerated during COVID-19, with luxury
and premium segments generating shareholder returns of 33.2 and 18.0 percent,
respectively, as opposed to 8.9 and 6.2 percent for value and mass segments,
respectively. The COVID-19 lockdowns encouraged more consumers to save money
instead of spending it on experiences and luxury goods. Consumers actively engaged in
"revenge spending" as they sought compensation for life on hold once restrictions were
lifted in 2021 and 2022, saving at record-high rates during the pandemic.
With regard to both the goods' appeal as long-term financial investments and the appeal
of sustainable shopping through high-end resale, consumers are beginning to view luxury
goods through a new lens. The luxury market appears to be gaining momentum thanks to
a new type of conscious luxury consumer—those who value long-lasting products,
sustainable shopping, and potential investment opportunities.

45
 REFERENCES
https://www.flexengage.com/blog/5-creative-retailers-who-get-omnichannel-right/
https://www.mbaskool.com/marketing-mix/products/16813-cartier.html
https://440industries.com/cartier-advertising-the-latest-best-ad-campaigns/
https://www.mbaskool.com/marketing-mix/products/16803-hermes.html
https://martinroll.com/resources/articles/strategy/hermes-the-strategy-behind-the-
global-luxury-success/
https://iide.co/case-studies/marketing-strategy-of-hermes/
https://marketingplatform.google.com/about/resources/guerlain-triples-ad-
engagement-with-immersive-display-formats/
https://brandtruth.com.au/2013/09/30/3-brand-building-lessons-from-guerlains-epic-
the-legend-of-shalimar-web-film/
https://www.panoramata.co/marketing-strategy-brand/guerlain
https://hapticmedia.com/blog/3d-perfume-configurator-guerlain-online-personalization/
https://thefashionmediagroup.com/technology/lvmh-brand-guerlain-sells-cryptobees-
as-nft/
https://www.company-histories.com/Guerlain-Company-History.html
https://www.guerlain.com/int/en-int/c/maison-guerlain-int.html
https://www.lvmh.com/houses/perfumes-cosmetics/guerlain/
https://www.lefty.io/resources/guerlain-case-study
https://www.panoramata.co/marketing-strategy-brand/guerlain

46