In essence: exclusivity does not save irrelevant brands.
Instead, exclusivity is the irrelevant brand’s downfall.
You can still find the central campaign video online here.
The campaign was thoroughly on-brand, beautifully produced, and positioned in high-end media.
It requires empathy for consumers’ experiences and poise when balancing this with a strong sense of identity.
In 2012, I was in the market for an engagement ring.
However, in times of Louis Vuitton illustrating experiences, Rolex mastering sponsoring engagements, Mercedes Benz becoming more than a car brand, Cartier still very much felt like the traditionalist, self-absorbed grand dame it always was.
(In spite of the marketing, I bought the ring, and all went well).
Framework set within this new luxury business environment and environmental phenomena unique to the fashion industry (i.e.
fashion adoption, Case study of leading luxury conglomerate, Louis Vuitton Möet Hennessy (LVMH), combined with in-depth historical review of luxury industry.