Marketing Strategy and SWOT Analysis of Van Cleef Arpels
Van Cleef & Arpels is a luxury jewelry brand founded in 1895 by Estelle Arpels and Alfred Van Cleef. It is known for its timeless, imaginative, creative, and often standout pieces, made with the finest materials and sold for thousands of pounds, both new and pre-owned. So, what distinguishes this specific jewelry brand, and does it constitute a decent investment for people looking for a secure and future-proof location to park their money? This blog will discuss the success that drove that growth.
Mission and Vision of Van Cleef Arpels.
Mission Statement:
Their mission is to have unremarkable craftsmanship, creativity, and values to promote a positive vision of life. They nourish and nurture this through new creations.
The jewelers, polishers, designers, and gem setters of Van Cleef & Arpels are true virtuosos of their trade, committed and enthusiastic about what they do — in fact, some of them consider their work as more of a pastime or a way of life that blends artisanal ability with pleasure. More than a handful of Van Cleef & Arpels’ ‘golden hands’ have been with the company for decades, and they frequently come from families involved in the jewelry industry.
Thus, Van Cleef & Arpels cultivates an extended family comprising some of the world’s top jewel designers and artisans, ensuring their abilities are polished and pushed by a never-ending pursuit of innovation and the highest quality standards. Aside from jewelers, stone sorters, and gem setters, the jewelry company employs makeup artists, engravers, sculptors, painters, and various other artists who contribute to the intricate, one-of-a-kind artifacts found in Van Cleef & Arpels’ collections.
Vision Statement:
Van Cleef & Arpels wants all its employees to feel fulfilled and grow in a compassionate, challenging, and goal-oriented environment.
Most of VCA’s inspiration originates from nature and fairy tales, resulting in a lyrical and somewhat unrealistic perspective on life. They interpret this lightness and mobility using extremely tangible skills and thick, difficult-to-work-with materials. When VCA began to consider their participation at Watches & Wonders, as well as the décor of the stand and its architecture, they aimed to portray a world that was both warm and reassuring, engulfing and calm, particularly at the moment like an enchanted parenthesis for their guests.
VCA Positioning Strategy
Van Cleef & Arpels’ Two Butterfly jewelry line revisits one of their most beloved themes. These stunning art pieces combine color and asymmetry to reinvent the elegance and beauty of butterflies in flight.
For Van Cleef & Arpels, spring has always served as an inspiration.
Every year, the iconic Parisian jewelry Maison marks the start of the year’s most optimistic season by presenting new pieces to its Frivole range, which showcases magnificent designs inspired by delicate floral patterns.
However, that is not all; the house particularly likes butterflies. They have been part of the Van Cleef & Arpels aesthetic since the company’s inception over a century ago, serving as emblems of nature’s beauty and beneficence.
For more than two decades, the house has made this most delicate and exquisite of animals the center point of its Two Butterfly collection, with a new piece marking the arrival of spring each year.
This year saw the debut of a necklace, a between-the-finger ring, and a set of earrings, all of which use turquoise to take vivid colors in a new direction.
The butterfly has been a part of Van Cleef & Arpels’ history from its foundation, first appearing on one of Maison’s pieces in 1906, the year it was established.
With these two indicators, it’s clear that Van Cleef and Arpels belong to the Innocent archetype.
Let us now focus on the archetype Innocent.
The archetypal wants to participate in paradise.
The archetype’s strategy is to perform respectably.
Coca-Cola, McDonald’s, Volkswagen, Dove, and more brands embody the Innocent image.
The message levels of the archetype are as follows:
The archetype’s passions include unsophistication, innocence, and excellence.
The archetype aims to be trustworthy, young, respectful, idealistic, trusting, and dependable.
The archetype appreciates feeling upbeat, reframing, resurrecting, recreating, purifying, and revisiting the Promised Land.
The archetype exudes a magical sense of oneness, and their innocence stems from honesty.
The Innocent archetype may be appropriate for your brand if you wish to:
Provide a respectably specified solution to a particular problem.
Be related to decency, integrity, clarity, youth, and nostalgia.
Have positions associated with health, cleanliness, or morality, which is relatively reproducible.
Set pricing ranging from low to average to reflect a company’s fundamental values and differentiate it from inferior products.
Brand archetypes: Why are they important in practice?
Why are brand archetypes important in the real world?
Different firms’ communication strategies may prioritize alternative media with different objectives. Despite this, all of these messages share a common logic.
Employing archetypal branding guarantees your communications are unique, comprehensible, and original. An inspirational remark that claims your organization can reach everyone on the planet can have different consequences based on how it is understood.
Brand archetypes: Why are they important in practice?
Why are brand archetypes important in the real world?
Different firms’ communication strategies may prioritize alternative media with different objectives. Despite this, all of these messages share a common logic. Employing archetypal branding guarantees your communications are unique, comprehensible, and original. An inspirational remark that claims your organization can reach everyone on the planet can have different consequences based on how it is understood.
One worldview prioritizes education, while the other emphasizes heroism. Marketing professionals may combine their thoughts to generate more successful communications using communication archetypes.
Check out the “8 Steps To a Complete Archetypal Branding” to learn more about transforming your brand
messaging into something more useful.
SWOT analysis of VCA
Strengths
There are numerous ways to create the rubies and Safire pieces to function well together, and the designs are unique from the previous 40 years of manufacture and innovation in terms of product.
Our global network spans 120 countries, and our experience and high-quality jewelry make for a stunning assortment.
VCA uses ERP software to maintain delivery times swiftly, and the materials’ input in the record may occur rapidly.
It is one of the most popular jewelry brands among celebrities and royal families worldwide.
Weaknesses
Focus on emerging nations such as China and India. Limited market share due to severe competition.
Opportunities
Their major focus was primarily to pursue boutique openings in high-growth regions.
To keep expenses under control, the company focused on expanding and integrating boutiques globally, particularly in emerging areas like China and Asia Pacific.
Threats
Continuous growth in raw material prices and input expenses.
The euro crisis might potentially threaten its activities in European countries.
Target Segment of Van Cleef Arpels
Shall we analyze the commercial first?
Never before has the Maison created an entire collection around a single rough stone. This is also the first time Van Cleef & Arpels has used their unique mystery set process on all designs in one collection.
Aside from its unrivaled jewelry-making tradition, the rich lineage of innovative styles, and unique vision for jewelry design, Van Cleef & Arpels was most revered and sought after for its gem mastery. The Maison is famous for devoting high jewelry lines to carefully selected gemstones. Treasure of Rubies, for example, was released in 2019, as was Émeraude en Majesté in 2016.
Despite producing some of the world’s finest gems for almost a century, Van Cleef & Arpels has never dabbled in unpolished stones, preferring to collaborate closely with its network of experts. It has formed relationships throughout the years.
Nicolas Bos, president and CEO of Van Cleef & Arpels, states, “The Maison seldom deals with rough stones. We often begin with cut and faceted stones already suited for jewelry use. This is the first time in decades that we have been involved in a project from the beginning – stone extraction – to the completion of a High Jewellery collection. Seeing this amazing rough stone gave us a unique opportunity to create a tale about the diamond.”
Keeping these criteria in mind, we might deduce that Van Cleef and Arpels have opted to target Chardonnays.
What do we know about Chardonnays?
Lifestyle and Values:
Chardonnays are idealistic and upbeat people. They adore going out and about. That is because while they go out, they may spend much time with people who are important to them and create lasting memories with them.
This part must guarantee that they are visually appealing. They try to look gorgeous in various ways, including their excellent fashion sense. They continuously seek fresh, exciting, unusual, and stylish looks.
Chardonnays are profoundly committed to the idea that something greater than us exists in the cosmos, making them otherworldly. They like gathering knowledge about diverse civilizations. The latter is similar to theirs in that it is a technique of staying up to speed on current events in the surrounding world.
Another important aspect of the Chardonnay lifestyle is finding a profession that allows people to express their individuality. For example, it may be a career that takes much imagination, and Chardonnays will help them make the most of it. This demographic may be more conscientious about their financial situation. While they may make a lot of money, they might spend it rapidly without recognizing it.
Attitude towards shopping:
Chardonnays, as previously said, place a high value on appearance. The latter means that they pay much attention to shopping. It is also critical that they keep up with all the current trends they face.
We also said that Chardonnays spend a lot of money and effort, forcing them to rely on their paychecks. As a result, people tend to prefer high-quality products. Buying excellent things involves paying a significant amount to acquire.
Chardonnays wants to buy fewer goods while ensuring they are all high quality.
To attract Chardonnays, marketers must put more care into their commercials. For example, the advertising should have Chardonnay-friendly characters.
So, the Chardonnay purchasing process begins after one sees the advertisement. If the latter is entertaining and piques the interest of Chardonnays, they will almost certainly make a buy.
Other fascinating facts:
They
Prefer pastimes that have an impact on their personality.
We are constantly visiting the gym and working out due to a desire to stay in shape.
They are exceptionally socially engaged, meaning they always know how to have a good time for themselves and those around them.
They enjoy spending their leisure time shopping because it helps them feel more comfortable and confident.
Shopping is enjoyable since it often fulfills one’s needs.
Link to remain updated on topics that are important to them.
They are not the most ecologically conscious people, yet they like spending time in nature.
Conclusion
This finishes our blog on Van Cleef Arpels, where we discussed its goal and vision, archetype, SWOT analysis, and segment. For more posts like this, please visit our main page.
