…this week: Cartier store opening in Stockholm.
“There’s a tendency to think of millennials as the next generation when they’re already here. Cartier makes 43% of its sales to under-35s. In Asia, it’s more than half. The question being how to talk to them. This means digital, Whatsapp, WeChat and Line. It means advertising but events too. New generations live more in the present and are quick to respond to the things they see and feel. Long, overwrought messages don’t appeal to them. There are one billion WeChat users! We need to be using a new vocabulary that suits this type of media and conversations with their smilies and photos and little hearts, but continue to respect our clients at the same time.”
Let’s go home and read about the Cartier history: