Luxury Marketing: A Case Study of Cartier

Abstract

This paper, proposed within the scope of the Commercial Management and Marketing course of the Master's Degree in Business Management, aims to analyse the concept of luxury marketing through a case study of Cartier. Its objective is to understand the creation of symbolic value, consumer behaviour and the relationship between the brand and its customers. Luxury marketing integrates emotional, social and symbolic factors for customers, associated with the exclusivity, prestige and experience that the brand possesses. It is clear that different types of consumers and certain financial, functional, individual and social aspects influence the consumption of luxury goods. The customer experience is fundamental to customer loyalty as well as to building lasting relationships, personalising, using storytelling and managing the consumer journey. The company chosen to conduct this study was Cartier, which confirms these assumptions. This highlights a brand positioned at an intermediate level of the luxury pyramid, combining traditional craftsmanship with contemporary communication. When making a purchase, consumers associate a moment of emotion with meaning, which reinforces the idea of the symbolic value of the products. Cartier has a relational strategy based on the balance between proximity and exclusivity, through personalised services and an omnichannel approach. Finally, the theoretical contribution of this work concludes that Cartier's success results from a combination of tradition, innovation and focus on experience. It also concludes that luxury today is based mainly on meaning, relationship and the feeling of belonging provided to the customer.