Interface News Reporter | Huang Shan
Interface News Editor | Lou Wanqin
British fine jewelry brand Graff Graff has also embarked on a youthful strategy.
On August 22, Graff Graff released a new advertising campaign. In the film, supermodel Rianna Van Rompaey wears Graf's signature Butterfly diamond jewelry and drives a green convertible car along France's azure coastline.
Graf's Butterfly Diamond Jewelry collection currently on sale includes a variety of butterfly jewelry in cut diamonds and white gold, including necklaces, rings, stud earrings, earrings, bracelets and more.
In this film, the font of the Graff Graff brand symbol "GRAFF" and the arrangement and combination between the words have also changed from before. According to the Women's Wear Daily, this is the beginning of a new communication strategy for the Graff brand.
Francois Graff, CEO of Graff Brand, told Women's Wear Daily, "In the future, [the monogram of the brand name] will be a key symbol of the brand. ”
Compared to Graf's previous brand name fonts, the new font minimizes the serif of the letters and redesigns the letter spacing to change the visual effect of the overall monogram. This practice, which used to be common in luxury fashion or leather goods brands, changed the monogram (commonly known as "old flower") of the brand name as the beginning of the brand image transformation, hoping to be remembered by young consumers through a new image symbol.
The Butterfly collection became the first product line in the brand to be displayed alongside the brand's new brand visual symbol. And the pieces in this collection are more suitable for everyday wear than Graf's fine jewelry collection, which is known for high-quality diamonds, although the price of the diamond jewelry collection is as high as ever.
According to Graf's official website, a butterfly diamond pendant in the butterfly collection is priced at 135,000 yuan, a pair of butterfly diamond stud earrings is priced at 150,000 yuan, and a pair of small butterfly diamond earrings are priced at 90,500 yuan. Among them, a diamond set with a total weight of 4.7 carats of butterfly trio white gold diamond ring is priced at a whopping 315,000 yuan.
The purpose of the Graff brand is to reach more young consumers by changing the visual symbol of the brand. So there's a string of moves ahead, and according to Graff Brand, "our new creative direction is to reinforce the brand symbol by telling the breadth of our product range." ”
Graf's Tilda's Bow and Wild Flower collections will introduce new visual identities next, along with a holiday event around Graf's fine jewelry collections. A series of communication actions around different product lines will refine Graf's new brand image from different aspects.
Francois Graff told the media outlet that the new brand promotion campaign will appear in Graff Worldwide's "digital, social, print and outdoor advertising, and all channels." ”
At the same time, Graff will continue to expand its global market. According to the above media reports, Graff will open at least 6 new stores around the world in the next 18 months. In its more than 60 existing stores worldwide, Graff will adjust its boutique strategy to "focus more on customer service and after-sales service." ”
Graff currently has only 8 stores in Chinese mainland, located in Beijing, Shanghai, Nanjing, Chengdu and Shenzhen. According to Graf's official website, Graff has two stores in Beijing, one in The Peninsula Wang Fu and one in the China World Hotel. In Shanghai, there are three Graff boutiques located at The Peninsula Shanghai, IFC and Hang Lung Plaza.
It can also be seen from the location of the store that Graff is positioned luxuriously, and the super first-line shopping malls in the non-luxury shopping malls are not opened. Even if you choose a hotel location, you must choose The Peninsula Hotel, an "old money" hotel where guests are either rich or expensive.
It is not difficult to see that for Graff at present, in the process of steadily developing the market, rejuvenating the brand image and upgrading the boutique service are the current strategic priorities. "Our expansion plan gives us the opportunity to reach new international audiences." Francois Graff notes that the new communications strategy has helped "us attract younger, more diverse clients." ”