A marketing strategy dedicated to amateurs or a definition of the relation between brands and amateurs in the luxury sector

1. 1
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
A marketing strategy for
amateurs
High Jewelry
Julie NORCIA GARNIER
October 2014
Julie.norcia@gmail.com
1

2. 2
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
Interviewed brands – 30 interviews

3. Love
Practice
AMATEUR
3
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
3 pilars to define the amateurs
Know Share

4. Clubs
Schools
workshops
Co-creation
Love
Practice
AMATEUR
4
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
Places to get to the amateurs
Know Share
Forums
Discussions
Boutiques
Blogs
Press
Catalogues
Exhibitions
References

5. How mature are luxury sectors with the amateurs?
5
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
MATURE
MATURING
IMMATURE
WINE
SPIRITS
WATCH
MAKING
HIGH
JEWELRY
HAUTE
COUTURE
HOME
DESIGN
FASHION
JEWELRY
MENSWEAR
CHILDRENSWEAR
WOMENSWEAR
NICHE
PERFUMES
BRANDED
PERFUMES

6. 6
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
In details… High jewelry
Maturity with regards to the amateurs
Love
• Co-creation in
collaboration with the
brands with a dedicated
salesperson support,
like in haute couture
• A school dedicated to
jewelry getting
recognition, “l’Ecole”
from Van Cleef &
Arpels, the only one in
the sector
Know
• Many blogs, often with
a fashion angle but in
more details and more
objective
• Mainly women’s press
• Clients with a familial
or cultural references
• Catalogues: printed by
the brands,
international sales
supports
• More and more
exhibitions, either
from the brand (Cartier
20013-2014) or from the
sector (Biennale de
Paris)
• References: gemology
and in-house
innovations (ex: VCA’s
serti mystérieux)
Share
• Very detailed brands
websites, comments on
blogs, brands
presentations and not
so much advertising
highlights
• Boutiques: specific
welcome for the
clients, “educated”
when they come from
“new” wealth
Source: interviews, research Julie Norcia

7. 7
A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
Opportunity for the brands
Strengths
• In-house workshops, respected
artisans
• Appropriate clientele access, with
financial capabilities to buy
bespoke /made to order, available for
workshop attendance
Weaknesses
• Instinctive suspicion from brands
towards internet or any new
consumption style
• Brands are slow to adapt to customers
at their rapid changing pace
Opportunities
• Satisfy the demand from luxury
clients that are looking for new
products, new experience
• Development of the experience luxury
Threats
• The amateurs are subversive in
essence, they tend to reverse the
established order and any new order
that the brands would try to set up
• The brands can influence the
judgement systems but they have to
subtly do it
Source: analysis Julie Norcia

8. Propose bespoke / made to order, value products composition,
link between products (collections, re-issue);
Singularize the price with promoting creativity
Control distribution, transform point of sales into
experience place, allow practice, and also segregate point of
sales depending on client kind
Transform sales force into amateurs, inform on point of sales
and online on products and use, use CRM to identity amateurs
and nurture them;
Develop practice with a school or workshops, use social
networks to make people dream, meet with amateurs in
exhibitions or fairs with a specific approach on products and
know how
Use advertising to dream with unattainable aesthetics yet
explained products
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A marketing strategy for amateurs
Julie Norcia-Garnier
Julie.norcia@gmail.com
Copyright © 2014
Marketing of the amateurs
Product
Price
Place
Sales
Communication
Advertising
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Source: interviews, research Julie Norcia