the evolution of brand through marketing analysis

1. Basheeva Viktoria

2. “If you want to have luck,
you have to believe in
luck.”
Jacques Arpels

3. The history of company
1896 –Creation of Van Cleef &Arpels;
1906 -The first opening on the Place Vendome in
Paris;
1925– Victory at the International Exhibition of
Decorative Arts;
1933 - Patent Registration «Serti Mysteriex”
1936- Modern Style: Watch Cadenas
1938 - Registration of the patent "Passe Partout"
1939 - Registration of the patent "Minaudiere”

4. 1942- Creation Oiseaux de Paradis clip
1967- Collaboration with ballet
1976 – Launch of the first fragrance "First”
1998- Creation Galilee Clock
1999 – Integration with Richemont:
2000-е – New collections: Midsummer night’s
dream, Pierres de caractere, L’ atlantide etc.
The history of company

5. Van Cleef & Arpels сегодня
 5 lines :
 High Jewelry;
 Jewelry;
 Bridal;
 Watches;
 Fragrances
The features of the brand:
• High quality ;
• Innovation;
• True art
• Creation of multifunctional jewelry.
67 boutiques all over the world.
Main regions: Europe, Asia, USA
Moto of the company: «We just want to offer the best to our
clients "
The core essence of the brand: Eternal Spring

6. Symbolism: a brand-
specific unique design
Quality: Necklace Zip, одно из
ключевых. Innovation in
jewelry(1951). Order from
Duchess of Windsor. It is
Transformer
Price: no less than €
50 000
Rarity: A modern
interpretation of necklace is a
sufficient rarity. It is issued
only once every few years.
Possibility of different
variations (colored sapphires.
emerald, tourmaline)
Aesthetics: a
combination of humor
and finesse. Cult jewelry
with great history.
Extraordinariness:
Necklace resembles zipper.
Its slider slides up and
down.
Playful and functional
character.

7. Beverland model(2004)
Luxury
brand
Culture
Marketing
History
Integrity
Endorsement
Value-oriented
strategy

8. Integrity
Jewelry of Van Cleef & Arpels:
 Masterpiece excellence( 70 masters)
 Сдержанная элегантность Using the most
beautiful stones and precious materials(0,5%
precious and semi-precious stones) - Sapphire
Neela Ranee ("Blue Princess"), 114 carats
1956
 Innovation ( Minaudiere Precious case, The
between the finger ring, The mystery setting)
 Unique design( Metamorphosis, Asymmetry,
Volume, Movement)
 The choice of royal family and celebrities

9. Steps of creation a masterpiece
 Design;
 The choice of materials;
 Modeling;
 The final formation of jewelry;
 Insertion of stone;
 Polishing;
 Quality control

10. Value-oriented strategy
 Customers like the most skilled
connoisseurs and aesthetes (royals and
celebrities
 Holding closed evenings and
impressions for their clients;
 Personalized approach to client
 Design dream event: Assist customers
with designers to create jewelry of your
dreams
 The art of dial event: Individual order of
hours
 Personal engraving on wedding rings

11. Culture and history
Van Cleef & Arpels is proud of its story
of creation, formation stages of the brand,
famous collections and integrates all this
in its activities today (communication,
reproduction masterpieces)
Collection of 5 famous dances of 20th
century Bals de legend. Symbolic objects:
 brooch Femme l'eventail
 brooch Rosemunde
 brooch Diamond and Onyx Dancer
Issue the same book, which contains
unique historical materials for creation
a collection.

12. Legends of house
Van Cleef & Arpels has more than 10 legends about
the history of house
Fabulous love story
In the late 19th century, a young girl Estelle Apers
,daughter dealer of precious stones met a young man
Alfred Van Cleef, son polisher. This was the
beginning of a great love.
They had much in common: youthful enthusiasm,
family solidarity, passion for precious stones.
Therefore, the husband and wife were inspired to
create together. This desire led to the creation of the
jewelry house. And in 1906 together with his brother
Alfred Estelle talented seller, began to do business.

13. Holding of exhibitions dedicated to the
collection
Exhibition "Van Cleef & Arpels,
l’Art de la Haute Joaillerie"
Location: Museum of Fine Arts, Paris
About 500 works are shown together
with the archives, documents,
drawings.
Exhibition"Van Cleef & Arpels,
Timeless Beauty"
Location: Museum of Modern Art,
Shanghai
About 370 works are collected from
the collection at home. More than 100
years of history, the best watches,
accessories, archive drawings and
documents are shown

14. Marketing
The success of the brand:
 High quality of stones;
 Creative inspiration;
 Innovations;
 Century history of the brand
Key role in the development of the brand:
 Rene Pyuissan, daughter of Alfred Van Cleef
 designer Renesa Lacaze
Selection of natural objects: dragonflies,
butterflies, flowers
Target audience: affluent high society
representatives
Offer: Handbag Minaudiere - vanity-case,
decorated with precious materials,accommodating
watches, lipstick, powder compact, mouthpiece,
lorgnette, bonbonniere and notebook

15. Marketing today
 High quality masters(70) + master,
making models of the future(three-
dimensional sketches).
 One only company on Place
Vendome, creating models from
pewter and crystal.
 Expansion to the East: the key
regions-China, Hong Kong..
 Creation of Bridal Ipad App;
 Creation a blog on Tumblr-display
ornaments from High Jewelry
 Creation an interactive calendar:
"Every day as luck." Notes of luck.
 Creation of your own account
online to save favorite ornaments.

16. Advertising campaigns
2011 «The nature is
enchanted by ornaments» 2008г Poetry time. High
Jewelry collection
SS 11

17. Endorsement
Sponsorship
 Event from New York
Academy of Art
 Regular sponsor Dubai Design
Days
 L.A. dance project
 Children’s Research Fund
Sponsor
 The School of American Ballet
(Winter Ball)

18. Icons of Van Cleef & Arpels
Princess Soraya
(Iran)
Duchess of
Windsor
Grace Kelly
Barbara Hutton
Maria Callas

19. Conclusion
 Bright, dynamic brand with over a century of
history;
 Focus on Asia regions: China, Singapore,
Hong Kong, India
 Development of digital –стратегии;
 Opening of the jeweler's art school (Place
Vendome, the mansion of the XVIII century).