

Till now each piece from the Panther collection was a successful reflection of this ferocious, sexy and alluring world.
Now I look at the Les Must collection but don't feel that excitement, neither feels like a Must.
Here, the power of advertising begins. Because when I see the same designs not by themselves but in the ads with this little cutie the scenario changes. I feel like saying "I want to have everything you touched" but I'm ashamed to say it since there is no sense of reason in that.
Actually I'd like to say that I find the idea pretty lame. As all the other aging brands, Cartier felt like connecting with young people and found the solution in creating an adolescent collection. The fact that the symbol of such a collection - of a brand with a panther as its symbol - is a baby panther is simply boring, although the little fella is real cute and all. I'm afraid that there is a creative team somewhere out there that literally formed the sentence "Wouldn't it be the greatest idea to use a baby panther for our collection for the young people? If it's the panther for the brand, than a baby panther fits perfectly. Right?"
The thing is Cartier is freaking out for nothing. It is actually not one of those aging brands. Cartier doesn't have to get young for us, we gladly grow older for a Cartier, we can hardly wait to get or pretend to be old or to own a Tank or a Love or a Trinity piece. Which all brings us to the fact that there is actually a marketing/strategy team somewhere out there, that actually formed the sentence "Young people buy other brands. How can we attract them to Cartier? Look, this is what they are attracted to in other brands, let's have an infantile collection ourselves or we'll lose them forever."
































