BACCARAT RESHAPES ITS IMAGE: WOOS THE YOUNG AND RESTLESS

Indeed, the campaign, entitled, “La beaute n’est pas raisonnable,” which when loosely translated for American sensibilities signifies, “Beauty has its factors,” features sylph-like models in provocative poses and is most likely to elicit second glances.

According to Negre, Baccarat is more inexpensive and accessible than most people today feel. A third options a barefooted man sitting on a chair on a log raft, a Baccarat flute in his hand as waves crash all about.

“We want folks to be intrigued and say, `Let me go see Baccarat,’ ” he added.

“Baccarat is alive, it is living, it really is fresher and younger,” stated Howard Hyde, Baccarat’s vice president of sales and promoting.

Though Baccarat is not fashion per se, it is fashionable. Negre considers his competitors Hermes and Louis Vuitton.

NEW AD CAMPAIGN PROMISES TO BE EDGY TO SURPRISE, BUT NOT SHOCK

NEW YORK-In an effort to attract new, young and fashionable customers, Baccarat will launch a worldwide marketing campaign in September that it promises will be evocative, intriguing, even ″edgy.”

Encouraging individuals to rethink Baccarat will price the enterprise close to $2 million. The ad campaign is designed to make an awareness, particularly among young people, of Baccarat’s luxury things — its vases, its jewelry, its boudoir collection.

These “audacious and spirited” advertisements are meant “to address Baccarat from a life-style standpoint,” according to Matthew Evins, chairman of Evins Communications, which is coordinating the ad campaign. The company is introducing 3 new lines of jewels. The Medicis ring, cut like a pyramid, is targeted at “women of intrigue and adventure.” A Starlet drop hangs on a ribbon, and can also be worn as earrings. Sixty % of its business comes from the sale of items priced below $400. A Cabochon ring and earrings are marketed as “correct classics.” Every single of the jewelry pieces is available in two new fashionable colors — Parma Violet and Peony Pink.

Baccarat is not just about stemware, he stated, it really is also about luxury. Baccarat is far more aggressively targeting the way of life media and the fashion sector its new advertisements will seem in magazines such as Town &amp Country, In Style, Architectural Digest and Elle Decor. According to Negre, a corporate present from Baccarat is one a particular person requires house to display, rather than leave in the office. . A second ad shows a woman standing on a beach with her hair blowing in the wind as she peers into a Baccarat etched lipstick holder from which a butterfly escapes. He likens Baccarat to champagne: “We’re here for all the occasions in life.

“We wanted to surprise, without shocking people,” explained Baccarat president Jean-Luc Negre, who said the time is suitable for the centuries-old French crystal company to adjust its image.

Baccarat jewelry — pendants, rings, collars and brooches — now accounts for ten % of company. Element of the campaign will be educating buyers about what is special about Baccarat, he mentioned.

The organization is actively advertising its corporate gift-providing plan.A catalog outlining the corporate-providing system involves thetraditional engraved awards on pedestals and crystal figurines, clocksand bookends, as effectively as additional individual things, such as colored heart andbutterfly pendants.

The catalog emphasizes the great taste of the giver. By contrast, stemware sales comprise only 22 percent.

In a single ad, a lady throws her head back and draws a hand displaying Baccarat’s Medici ring to her throat. Smaller space advertisements will seem in mid-October in newspapers such as The New York Times, The Los Angeles Times, the Wall Street Journal and the Orange County Register in Southern California.

“We want to bring pleasure and dreams and much more emotion,” said Negre

Posted November 26th, 2015 in Uncategorized.

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