Chapter 4- The Marketing Environment

  The constantly changing and evolving marketing environment creates new opportunities for Cartier to be able to market their exquisite jewelry in new innovative ways, targeting a large, and very diverse, demographic, attracting new customers while building upon the relationship with the customers that already exhibit great respect and loyalty to the maison. Cartier is able to attract the wealthiest customers, world-wide to their jewelry, intriguing them with the art of french jewelry making, while incorporating various cultures into their jewelry. Amongst one of the biggest cultural inspirations for the maison is Chinese culture.
Dating back to the early 1900s, the early artists of Cartier were inspired by the art work and rich history of China, Cartier started incorporating Chinese stylistic designs into their jewelry, especially the Chinese dragon which is considered a sign of longevity and success.
''The mythical founder of Chinese civilization and a symbol of longevity and success, the dragon is a chimera, a fantastic amalgam of several animals in one body. Fascinated by their magic and strange beauty, Cartier regularly created Chinese Chimera jewelry from 1920 onwards. He did not copy traditional jewelry and ornaments but immersed himself in the spirit of ancient China to create original pieces, often using coral and precious stones to produce marvelous color combinations.'' (Cartier)
China currently has the largest population in the world, with over 1.34 billion people. Due to the recent boom in the Chinese economy triggered by an industrial boom, the middle and upper class is rapidly expanding, providing them with more resources to spend on leisure items such as jewelry. The Chinese tend to be very tradition and have respect for their culture. With their Chinese inspired collection, Cartier's reaches out to the culturally enriched, wealthy Chinese, enticing them to join the world of Cartier.

"Pasha de Cartier Skeleton Dragon Motif watch, strap set with baguette-cut diamonds; limited edition of 10 watches"(Lancaster)