Subject Index
 

At the end of 2007, Radley + Co, a manufacturer of luxury handbags, exchanged hands for £130 million - just two years after the company was purchased by private equity firm Phoenix for £42 million. Du ...

From 2001-06, De Beers aimed to combat slowing sales in the mature, saturated US diamond market by adopting a new approach that focused on making an emotional connection with women. In doing so, it so ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

Rolex, the Geneva-based maker of ultra-high-quality and high-priced timepieces, had at one time or another sponsored the Wimbledon tennis tournament as well as the PGA and LPGA golf circuits, and its ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

Departing from their traditional, generic 'diamonds=love' messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of emo ...

Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product i ...

Few watch brands communicate anything unique. Few brands are emotionally differentiated from the competition.

This 1998 case study shows how Carrick Jewellery, a small manufacturer in Glasgow specialising in Celtic designs, used the introduction of new designs based on the work of Charles Rennie Mackintosh in ...

De Beers make more money selling larger diamonds, so were persuaded to encourage consumers to trade up to larger stones. The 1995 campaign focused on the Solitaire, a piece with a single diamond, and ...

Bartle Bogle Hegarty worked with Alfred Dunhill to shed some daylight upon the mystique of luxury goods. Recognising the power of luxury products as brand communicators and the role that assumptive, i ...

In a recession, diamonds are not forever. During the early 1990s, sales slumped and diamond sellers were increasingly competing against a range of alternative luxury expenditure. With limited funds, D ...

Successfully penetrating the minefield of international TV advertising for a unique product whose finished form, price and distribution system the client has no control over whatsoever was the challen ...