Cartier & Baroque by Mariella C. Weppert

& Baroque

Mariella Cornelia Weppert Representation Techniques 2 Computer Tools Cw4 Fashion Marketing & Communication Level 5 Teacher: Nicolas Godon

INDEX

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

INDEX ANALYSIS/STRATEGY........................................................................................Page 4

SCHEDULE & TIMING........................................................................................Page14

EDITORIAL..........................................................................................................Page 16

LOOKBOOK.........................................................................................................Page 22

MINISITE..............................................................................................................Page 26

BIBLIOGRAPHY..................................................................................................Page 32

MINISITE & ISSUU LINK...................................................................................Page 34

ANALYSIS /STRATEGY

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

INTRODUCTION THE CHOSEN STYLE Baroque – as I admire the baroque architecture and I love the details, meanings and reasons behind this style. Historically and visually this is a style that highly appeals to me.

This brand already has majestic designs in their jewellery, thus I will present a collection based on one certain majestic style from the past - the baroque. The focus will be Cartier’s jewellery, as there has not been any other high luxury fashion brand that has previously introduced such style to such accesory.

THE CHOSEN BRAND Cartier – because it is a brand, that represents strength, wealth and power, the idea of introducing a baroque collection is already visually easy to imagine because the meaning of baroque and the image of Cartier are on the same level.

The Intention of the collaboration I am personally interested and intrigued by the brand Cartier, mainly also because of their brand image with the leopard and also because of their powerful presence. I find that the architecture of baroque is a style that could represent Cartier in a new way and still include their historical presence and powerful image. Combining this style with this brand can result to a grandiose collection giving both the style and the brand a modern and refreshing touch.

ANALYSIS / STRATEGY

EDITORIAL

CURRENT SITUATION & COMMUNICATION BACKGROUND

CURRENT SITUATION As a result of their historical presence, Cartier is perceived as luxurious & elite. Customers relate the brand to craftsmanship, experience & knowledge in jewel making. They are currently one of the most elite jewellery brands and very well known for their high price standards.

LOOKBOOK

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BIBLIOGRAPHY

COMMUNICATION BACKGROUND In 1847 Cartier was launched in Paris by the founder Louis-Francois Cartier. The brand uses the TeachBestiary, ‘Panthère’ as their icon of recognition. It is an allegory for “representing Christ, who drew mankind to him”. (Harley, 2011) This is a powerful creature to use to represent the brand, however: all Nicolas er it symbolizes the meaning behind their jewellery and the strength and wealth they aim at selling with their products precisely. In

Godon every communication strate-

gy, the Panthère appears, whether it is jewellery turning into the bestiary or the bestiary sneaking around an exposition of the products, their iconic Panthère always allows the viewers to recognize the brand without needing any further information.

ANALYSIS / STRATEGY

EDITORIAL

THE MESSAGE & TARGET MARKET

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

THE MESSAGE The art of turning the old i n t o n e w a n d u n i q u e .. ..meaning picking up the historical style baroque and uniquely turning it into classic, majestic jewellery. I intend this to be in the sense of updating a strong, historically present brand that defines power, wealth and with this collection also baroque and a majestic style. THE TARGET MARKET The target market belongs to the luxury segment of the market. This collection will focus on women only and aged from around 30s upward. “Cartier brand’s target consumers are heavy spenders who, from time to time, update their fashion items for a more innovative and up-to-date look.” These are the exact audience we will satisfy with our new collection.

ANALYSIS / STRATEGY

EDITORIAL

OBJECTIVES

PORTRAY BAROQUE’S STRENGTH IN JEWELLERY Baroque is historical style, which took place in the early 18th century. The typical aspects of the baroque were its powerful details, including rich colors such as blue and gold. The intention in this collection is to represent this wealth, power and historical presence in Cartier’s new collection. BOOST CARTIER’S MAJESTIC JEWELLERY We all know Cartier for its majestically leopard decorated jewels, whether rings, or bracelets or necklaces we know exactly that they are good quality, high prices and powerful, strong and heavy jewellery. Now as Cartier is already known for this, the easier it will be to implement a new style into their jewellery and thus heading toward the objective of becoming even more majestic and luxurious.

LOOKBOOK

OBTAIN LONG PRODUCT LIFE CYCLE To do this, Cartier needs to avoid the maturity phase by innovating and renewing their brand image. To do this we need a classy but different idea and present it in a new collection, which is the idea, which we will follow up on. The objective is to maintain Cartier on the increasing phase in the product life cycle by introducing a new style that has never been launched in a high jewellery luxury brand like Cartier before. KEEP THE OLD NEW! Cartier was launched in 1847, hence it is a historically present brand and has to keep up with newer brands. However, this is a high advantage, as because of their historical presence they are also known for quality and experience, making it a benefit to them to be able to introduce a new style. Basically, the main objective is keeping the old - new!

ANALYSIS / STRATEGY

EDITORIAL

INSPIRATION & DO’S AND DONT’S VERSACE & BAROQUE One thing Versace repeatedly does in both their fashion lines of baroque; clothing & jewellery, is that they present their logo on it. Their logo, meaning the medusa had, is something extremely recognizable; it is VERSACE’s signature. However, even though this benefits the brand itself through publicly promotion by having people wear their logo on their finger or on their body, it is something that todays society is not looking for anymore. People don’t want to be a walking advertisement for a brand, they don’t want to show the brand name on their clothes, which is the reason why we will chose to keep it simple with Cartier. Cartier is a brand of class, luxury and elite, this class does not have the need of making a state-

ment with their belongings. They already drive the most expensive cars, and wear garments that are highly and well known without presenting a massive logo in the center of the garment. Thus we will want Cartier to be able to fit in with their already strong new concept of the Baroque collection. In addition to the fact that baroque is a style which represents wealth and power we will not want to overdue the strong effect of the style by adding or lets even say by squeezing our logo on the jewellery diminishing the classy way of portraying baroque. What we can also see by VERSACE, is that non of their rings clearly promote or convey the concept style of baroque. The example below is the closest VERSACE comes to baroque jewellery in their current collections.

LOOKBOOK

WEBSITE

DOLCE & GABANNA Dolce & Gabanna has also introduced the Baroque style to their brand. Baroque in this brand is presented highly majestically. The fashion D&G provides us with is a fashion, which would most likely not be seen on the street. The garments and the style they sell scream out baroque, they are incredibly powerful and strong fashion messages. What I learn from this though, is that the target market is limited. The fashion D&G sells is more for the red carpet only, clearly Cartier is a highly luxurious jewellery brand, and however these accessories are also wearable on other occasions. I do not have the desire to sell with a limitation to the target market, as defined previously the collection will aim at a target between mid 30s and upwards. These are people that go to many events, dinners, galas or any other get togethers, the baroque style I wish to sell is one that you can

BIBLIOGRAPHY

wear to any kind of event. This is the contrary to D&G, even though their style tells the story of baroque well, I find, that the designs are too much to wear on simpler occasions other than a catwalk and a red carpet. Also, I have learnt, that in garments it is much harder to present a majestic style on like baroque, as garments are something that people see on you at their first glance, however jewellery is a part of the outfit that you can exaggerate a lot more without it becoming too much as easily as with garments. This is one major reason why I decided to focus on a jeweler rather than a clothing line. The style baroque is so precious; presenting it on garments has been done before and only really succeeded to the street styles with Versaceâ&#x20AC;&#x2122;s scarves. Now its time for Cartierâ&#x20AC;&#x2122;s jewellery.

ANALYSIS / STRATEGY

EDITORIAL

SCHEDULE & DEADLINE Currently, cartier’s newest collection is the Cartier christmas collection called Cartier Winter Tale. As this season is one of large importance, considering the power the style Baroque transmits, the final decision was to laungh this Baroque collection in winter 2015. As it is a powerful and a heavy style, the idea was clear for it to be launched as a winter collection. It is common, for women in summer to wear lighter and especially less jewellery, thus this collection would not fit in as a summer launch. The main idea is to promote the new colelction beginning October 2015, introduing the concept of the new collections in the beginning of September 2015. As this is a company of Jewellery there will be a presentation of the jewels. This presentation will take place in the Théâtre du

Renard which is based in Paris. The reason why this place is chosen, is because Paris is the city from which Cartier comes from. The idea is to recreate the image of Cartier but holding onto its historical presence. The Théâtre du Renard, which is shown in the images on the right, is large enough to hold the VIP’s invited. Also shown on the right, is a previous layour of a presentation of a collection from the past. The presentation of the Baroque collection will be similar to the previous one in order to keep Cartier’s consistency and belief. Another handy factor to this location is that it is easily reachable and clients will be able to access this venue even with public transportation.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

THE EDITORIAL

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

PHOTOGRAPHER My chosen photographer is Mario Testino. The reason why I picked him is, that he is a photographer that has already worked with my chosen model, in addition to the fact that his style in photography is precisely what I am looking for. Testino focuses a lot on faces, skin, black and white, he knows how to set a model in scene in a luxuriously and classy way. In addition, he has previously also photoshooted with the element; water, which is an element I will be implementing in my Lookbook.

STYLE The idea is, to present a seductively classic image of a model in black and white and then using color on the actual jewels to draw the focus and attention mainly on the product. The model needs focus, but as the model will be covering most of the photograph I chose to place the jewel on it in color to draw back enough focus on the actual presentation of the collection. As I want the focus to be on Carties jewellery and this will be in the Baroque style, I have chosen to shoot the lookbook with the element water, thus the surroundings will be water, water spalshes or even the ocean. Hair of the model will either be open or tucked back but mainly natural not exagerated hairdoes and this is again to not steel focus off the jewellery. Finally make-up will be kept natural and simple for the same reason.

MODEL Cara Delevigne, as she is currently an incredibly trendy model and Cartier is going to show a new, powerful and trendy collection through her. The main reason for wanting her, she is one of the first models in this era, that is simply her real self. She is an incredibly inspiring model to all those out there as she does not change her character one bit and as consequence has already been made Karl Lagerfeld muse and she has even already worked with Kate Moss for Burberry. She succeeded in the model world as a result of her being, she is who she is, confident, funny, and simply Cara. This is exactly what we want, as Cartier is perceived as elite, luxurious and a classically high brand, Cara representing the new Baroque collection will introduce a new majestic touch and feel to the brand image.

ANALYSIS / STRATEGY

EDITORIAL

THE LOCATION As explained above, the element water will be included, meaning the shooting will take place in a location of water such as the ocean or certain pool or even a bath tub. These locations are chosen in order to provide the new baroque jewellery colelction with a fresh touch and feel. The water will lighten up the densitiy and majestic style the baroque represents. As a result of this chosen element and these places the main location in which the photoshoot will be held is on the Madagascar beaches, however there will be no such objects as palm trees included, as this collection does not relate to summe nor to vacation scenes. We simply want the element water included.

As presented in the above two images, we can see the beach and the sea of the Island of Madagascar, because of the power the blue of the sea portrays, the chosen color apart from that of the jewellery that will be presented on the model, the color turqoise of these beaches will also take part in the Lookbook. As mentioned above, the intention is to freshen and lighten up the immense power of the baroque style, in order to achieve this the color of the sea will also be used in order to truly portray this water feel.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

Having chosen the location, the idea is also to include the element water itself, not only the sea and the colors of the sea. The reason why this is chosen is as placing a simple ocean background will not convey the exact lightness of the intentional idea. To really lighten up the baroque heaviness, spalshes of water that image a sort of wave or backwash from the sea will also be placed in the Lookbook presentation. This will really add the light touch and feel that is supposed to finally let the entire image of the black & white model, the colored baroque jewel and the watery effects flow with one another and provide the viewer with a composition that portrays the classic and traditional side of the brand Cartier, the new and innovative jewels that will boost the majestic feel and finally the water elements which will loosen up the colelctions power and strength from the baroque. Below are a few examples of the idea of water splashes and backwash-like effects.

ANALYSIS / STRATEGY

EDITORIAL

PHOTOGRAPHY & STYLE The following images will introduce sections of similar styled photographs including similar colors to the black & white for our collection, the turqouise freshness in addition to the water elements, the model presented in balck & white and finally the jewels which will be seen on the model in the Lookbook version.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

As seen in these images, the positions and locations are natural, thereâ&#x20AC;&#x2122;s no tight up standing straight position. We want this, to not portray a tight up new collection. We are already aware of the fact that Baroque is a majestic and strong style, thus in order to not overdue this grandiose style in the new collection, we want to loosen it all up also with the models position.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

Cara wearing a Cartier ring from the new collection Baroque

Cara wearing Cartier earrings from the new collection Baroque

ANALYSIS / STRATEGY

EDITORIAL

Cara wearing a Cartier bracelet from the new collection Baroque

Cara wearing Cartier earrings from the new collection Baroque

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

Cara wearing a Cartier necklace from the new collection Baroque

WEBSITE

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

COVER PAGE The minisite of the new Cartier Baroque Jewellery collection is intended to simply introduce the new products and flair and provide the readers with enoug hinformation to be fully informed about the new launch. A high focus is also to include all social media links in order for people to directly be able to connect Cartierâ&#x20AC;&#x2122;s sites.

ANALYSIS / STRATEGY

EDITORIAL

CARTIER HISTORY This is something vital to be included even on this minisite, as new customers or even current customers may not know the brand story and in launching a new collection, the public must be provided with access to the brand history as this also transmits a certain security, as the customer can obtain the experience and time Cartier has been present.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

EDITORIAL Here we are introducing the public with not only the new products in the style of Baroque but most importantly the flair of the new collection, in order to direct brand image and freshen up the perceived brand image and include a new side to Cartier along with the launch of these new jewels.

ANALYSIS / STRATEGY

EDITORIAL

LOOKBOOK The lookbook, firstly, focuses only on the product, here the jeweles are presented and the type of jewels that will be sold. In addition to this, the lookbook also already shows the kind of style this collection will pick up on in terms of layout and design. Eventhough the product is the focus we can also see the concept idea.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

CONTACT US As already mentioned earlier, our minisite will provide the viewers with every single online presence, in order for every user/customer/viewer to be able to connect with the brand on their most commonly used and desired platform. This will allow Cartier to form a wider range of rband awareness throughout the entire social media platforms.

ANALYSIS / STRATEGY

EDITORIAL

BIBLIOGRAPHY “Wallpapers Big Cats Leopards Roar Whiskers Head Animals - Photo : 339201.” Wallpapers Big Cats Leopards Roar Whiskers Head Animals - Photo : 339201. N.p., n.d. Web. 16 Oct. 2014.

“Wallpapers Big Cats Tigers Head White Animals - Photo : 339212.” Wallpapers Big Cats Tigers Head White Animals - Photo : 339212. N.p., n.d. Web. 16 Oct. 2014.

“Cartier.” Executive Women. N.p., n.d. Web. 16 Oct. 2014.

“Cartier Leopard Bracelet - Viewing Gallery.” Cartier Leopard Bracelet - Viewing Gallery. N.p., n.d. Web. 16 Oct. 2014.

“Fashion Observer: Odyssey of Cartier Panther.” Fashion Observer: Odyssey of Cartier Panther. N.p., n.d. Web. 16 Oct. 2014.

“Snow Leopard Wallpaper Hd 98 Wallpapers.” Wallpaipercom Snow Leopard Wallpaper Hd Comments. N.p., n.d. Web. 18 Oct. 2014.

LOOKBOOK

WEBSITE

BIBLIOGRAPHY

“Roaring Leopard And Girl Wallpaper In 2560x1600 Resolution Free Wallpapers Download.” Roaring Leopard And Girl Wallpaper In 2560x1600 Resolution Free Wallpapers Download. N.p., n.d. Web. 18 Oct. 2014.

“Photography Pictures: Leopard.” Leopard Photography Contest Pictures. N.p., n.d. Web. 20 Oct. 2014.

“Leopard Wallpaper.” - Animal Wallpapers. N.p., n.d. Web. 20 Oct. 2014.

MINISITE http://mybaroquecartier.wordpress.com/ ISSUU http://issuu.com/mariellaied