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The Master’s in Fashion & Luxury Brand Management will collaborate on a prestigious business project with the iconic Maison Cartier. This partnership will focus on the development and expansion of Cartier in the Italian market from both commercial and communication perspectives. The Master’s students will be tasked with proposing ideas to enhance the brand’s visibility both online and offline and to attract new customers, particularly younger generations. This exciting challenge will enable them to engage with one of the world’s most iconic luxury brands.
To launch the partnership, Rodolphe Ratzel, Managing Director of Cartier South East Europe, met with the students at the Milan school. During the meeting, Ratzel, who has held various positions within the company, emphasised that the spirit of excellence at Cartier must be immediately recognisable in its products, stores, and services, reflecting the attention to detail that is inseparable from the world of luxury.
«At Cartier, we celebrate beauty, which must express itself everywhere,» explained Rodolphe Ratzel.«Through creations with exclusive designs, refined aesthetics, and expert craftsmanship, as well as through our points of sale and authentic, engaging communication.» He referenced the legendary advertising film L’Odyssée de Cartier, released ten years ago, which marked a turning point in the brand's communication strategy. «A narrative lasting over three minutes might have seemed excessive but turned out to be a worldwide success. Everyone talked about it because it conveyed a real story and was breathtakingly beautiful. Once you entered this fairytale universe, it was impossible to leave.»
«Following the evolution of contemporary language is crucial,» Ratzel continued,«as it allows us to adopt it with sensitivity, steering clear of trends or positions that, while fashionable, do not genuinely reflect our identity. The mission of preserving the heritage of a great fashion house is neither simple nor easy; it demands immense creative and analytical dynamism, a refined aesthetic sense, openness, and a collaborative spirit.»
The students will be invited to reflect on Italy’s luxury ecosystem to tailor their proposals for this specific market. This is where they will need to showcase their creative talent and strategic vision. «When we open a new store, we rely on great architects who understand the local context; we don't want to create the same copy every time—it would be boring. With us, there must be room for discovery, surprise, and pleasure.»
Cartier’s story began in 1847 with its founder, Louis François Cartier, and continued with his sons Alfred and Louis, who expanded the brand’s horizons by exploring various regions of the world. Their journey is marked by a deep appreciation for local cultures that are thoroughly studied before embarking on any commercial or branding initiatives. The Maison blends its identity with the cultural heritage of each city and country it engages with, fostering a harmonious dialogue that respects and celebrates these unique backgrounds.
Rodolphe Ratzel concluded on a positive note regarding the future of luxury. «I am optimistic; luxury products have a promising future ahead. Cartier loves to celebrate and will continue to accompany its clients in their most cherished moments, ensuring they remain unforgettable.»
