This project involved coming up with a below the line retail strategy for Cartier’s new prescription eyewear line called Trinity (inspired from the jewellery).Cartier looked to target younger Italian women. They hoped to create brand loyalty at an earlier age since their present clientele were mainly slightly older women. However, we noticed that tourists could also be an attractive customer base to look into.

Cartier wanted to promote the fact that they were a French brand and we looked to implement this into our strategy. We decided to tell a story which we called ‘A day with Cartier’, basically a day in the Cartier lifestyle.
During our research, we noticed that people were unaware of the fact that Cartier were launching their Trinity eyewear. Hence, we suggested that Cartier used a separate branding (Trinity du Cartier) while marketing the new product range. This would also solve the issue of the disparity in price as compared to other Cartier products.

With respect to visual merchandising, we gave the visual displays in large as well as small windows, a distinctively French look. With respect to in-shop displays, we insisted that all displays and look book stands bear the brand name Trinity du Cartier to distinguish it from other Cartier products.

 

We also suggested tie-ups with luxury salons to display the look book stands for a certain period of time. A large number of young women look to their hairdressers for the latest fashion trends. Having look book stands in luxury salons would take advantage of this behaviour.

We also suggested that Trinity du Cartier should have different packaging and must also have its very own loyalty program which we called the Trinity club.The Trinity brand should also have its very own online presence and the eyewear collection should be displayed on the Cartier website. We also thought that it would be advantageous if the website had an appointment booking feature for Trinity eyewear customers , as an added feature, also giving a feel of the luxurios Cartier lifestyle.

 

The stop motion  clip is an example for what a video advertisement campaign could look like, and it could be used in the windows of the most prominent stores.