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Company Overview
Cartier is limited manufacture and supplies jewelry products, watches, bridal products, fragrances, gifts, and accessories. The company also provides sales and warranty services. It allows its products online in the United Kingdom and internationally. It was established in Paris, France, in 1847 by Louis-François Cartier. The company remained under family authority until 1964. It maintains its headquarters in Paris, although it is a wholly owned subsidiary of the Compagnie Financière Richemont SA in Switzerland.
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Targeting Brand Extension Cartier is a well-known luxury brand. Implies a feel of exclusivity, excellent quality, high-level precision and outstanding craftsmanship which makes its target consumers small and particular. Its primary target market or target audience belong to the luxury sector of the market who are individuals classified at the top-end spectrum of wealth and social, economic status. Usually, its target consumers spend heavily on authentic and famous luxury brands to further enhance their image and position in the society. Therefore, it set a strong calling and demand to remain loyal to the brand. In this brand extension, the target is also exclusive but to healthy women that participate or attends to elegance parties and events. The brand extension represents the elegance, power of the women, serving cartier luxurious market. The collection is evening wear for those women who attends and participates in extravagant private events and party. Such as the red carpet, luxurious political party, or events with wealthy people. The brand itself added different shops in Europe, Middle East, The Americas, Japan, and the rest of Asia. 06
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Extension Concept Le Coup de Foudre Collection is inspired by the most magnificent and goddess designer of evening wear, Elie Saab. He is a Lebanese fashion designer. Saab designs come from expensive fabrics, lace, gemstones, Swarovski crystals, pearls, detailed embroidery, crystals, etc. This extension is a collaboration with Cartier, expressing the elegance of the women silhouette and the romance. Le Coup de Foudre Collection define as “ love at first sight.” Saab collection is inspired by the love for women and the elegance with it. His designs give sexiness, confidence, and power to the women who wear it. The extension concept with Cartier and Elie Saab is to give the accessory company exclusive and luxurious evening wear. Saab designs follow with what is Cartier. Both focus on the details, sexiness, and elegance. Also, their customer’s lives are luxurious having a specific target.
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Competitors Zuhair Murad comes from a Catholic family in Ras Baalbek. Shortly after high school, Murad moved to Paris, where he obtained his degree in fashion. Murad made his first appearance on catwalks of Rome with an acclaimed collection that led to his participation in the Italian calendar. Later on, in 1996, Murad opened his third head shop in Beirut with his extensive lines encompass haute couture, ready-to-wear and accessories. Overall, the designer is seeking to ease his aesthetic into a more common ready to wear space— if his base needs a peasant top, a baseball jacket, for example, he’s got them covered, albeit with great embellishment.
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Zuhair Murad
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Zuhair Murad
Zuhair Murad
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Product
Cartier has a great relationship with their costumes, and it has a reputation for wealth.With the launch of this new Eveningwear Collection, Cartier is going to get another type of costumes. The goal of the company is to expand their products and get in the fashion industry for the first time. The aesthetics of the brand is present in the whole Collection. It consists of eight designs based on the designer Elie Saab.
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Fashion Trends Inspiration
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Final Product
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Marketing Strategies Giving the new publication, advertising, banners and all customer out there with a new exclusive clothing collection. It is a great way to hit all marketing strategies for the loyal customer and people who admire Cartier, and the designer itself knows about the extension line Cartier as a brand itself is evolving. It gives the opportunity to experiment different strategies. Many of the marketing strategies are such as do a publication in the magazine, on high way banners near a luxiourous brands mall, in the public eye and even having an official lookbook of the collection.
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