SANTOS DE CARTIER SANTOS DE CARTIER SPORT - Product News Sunwear
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Product News
SANTOS DE CARTIER
SANTOS DE CARTIER SPORT
Sunwear
May 2015
WARNING
Document strictly for internal use only.
This information is given for information purpose only and can be
modified at any time, without any notice. In particular, any public
retail price is only recommended and indicative; prices can be
modified without notice. All reproduction is strictly forbidden.
The photographs and illustrations in this document are also
strictly for internal use only.
Product names marked with an asterisk (*) in this document have
not been approved by our legal department and therefore may NOT
be used to designate Cartier products externally, in particular to
consumers.
SUMMARY CONTEXT AMBITION CLIENT TARGET COLLECTION COMMUNICATION AFTER-SALE SERVICE
CONTEXT- Competition
All competitors have initiation sporting frames in their portfolio
Price in Euro
(incl. Tax)
MARC JACOBS LOUIS VUITTON MYKITA FINEST SEVEN
300€ 360€ 402€ 402€
300 €
VUARNET BOTTEGA VENETA TOM FORD GUCCI
230€ 264€ 270€ 275€
200 €
RAY BAN CARRERA DIOR PERSOL
120€ 160€ 184€ 191€
CONTEXT - Cartier Cartier sporting frames for men: an aging and dying offer
CONTEXT - Cartier
A major business opportunity to offer entry-level sporting frames for men
EXCEPTION
Wood & Horn & Jewell
horn temples
€ 1,780 horn temples
€ 1,700
metal & leather
€1,320
engraved wood temples
€ 1,540
wood temples
€ 1,140
wood temples
€ 1,385
CORE RANGE € 1000
Metal
metal
€ 800
OPPORTUNITY metal
€ 695
Metal &
INITIATION Composite € 400
Composite BUSINESS
OPPORTUNITY
composite Sporting frame
€ 420
C DECOR LIMITED EDITION 2013
AMBITION
Renew the initiation offer
on Santos de Cartier sunwear
with a strong modern,
100% masculine and
sporting frame
AMBITION
Meet 3 strong values
RECOGNAZIBLE SPORTING MASCULINE
The Santos A sporting
A very masculine
screw décor, aesthetics for a
frame to target
symbol of the « casual chic »
younger clientele
Cartier Maison look
CLIENT TARGET For a new masculine elegance : casual and sporting
COLLECTION
WWP : € 270 (excl. tax)
12 references
2 shapes : rectangular & pilot
3 colours : black, blue and grey
2 fits : 1 worldwide/1 Asian
Launch : May 2015COLLECTION
FARMAN* SHAPE
T8201087 - 56*15*145 T8201088 - 56*15*145 T8201089 - 56*15*145
ESW00033 - 56*13*145 * ESW00034 - 56*13*145 * ESW00035 - 56*13*145 *
Black acetate Blue acetate Charcoal grey acetate
Brushed inox finish Brushed inox finish Brushed inox finish
Grey lenses Grey lenses Grey lenses
MERMOZ* SHAPE
T8201084 - 56*16*145 T8201085 - 56*16*145
ESW00030 - 56*14*145 * T8201086 - 56*16*145
ESW00031 - 56*14*145 * ESW00032 – 56*14*145 *
Black acetate Blue acetate
Brushed inox finish Charcoal grey acetate
Brushed inox finish Brushed inox finish
Grey lenses Grey lenses Grey lenses
Additional information on lenses:
CR39, tv18%, cat.3, suitable for prescription, scratch-resistant and back-reflective coating
* Asian Fit referencesCOLLECTION
Key sales arguments
A modern interpretation of the Santos
codes on sunwear, to target a younger
casual-chic and sporting clientele
The Santos screw decor recognizable
all over the world, symbol of the Cartier
Maison
The lightness of the acetate frames
The 3 very classic & masculine colours
The 2 powerful shapes
A very attractive price : € 270 WWPCOLLECTION
Key sales arguments – Acetate
A natural & noble material
Among the most creative materials in eyewear, acetate
has been used since the 1920s and offers an unlimited
range of shades, colours and patterns. It is a natural
material made of cotton flakes and wood.
Handmade finishes for a long lasting effect
Acetate is worked at Cartier in the same way as wood,
horn or gold. It is barrel-polished and then polished
by hand before being manually fitted. Cartier doesn’t
varnish its acetate frames so that they can be re-
polished over time and recover their original shine.COLLECTION Packaging Solar eyewear case: COT80037 White outer box: CB000006 Eyewear booklet: PCT80015 Solar cover: CF000071 & shammy: CF000071
COMMUNICATION
Logo
The logo “Santos de Cartier” is a validated name and therefore can be
used everywhere.
“Santos de Cartier Sport ” is a code name. It has not been approved by
our legal department and therefore may NOT be used to designate Cartier
products externally, in particular to consumers.COMMUNICATION
Advertising
One communication visual to maximize visibility
Frame reference: VMGL0076
Available formats
SM Poster
LM Poster
Duratrans
Horizontal format
From May to August 2015 Confidential document. Text and pictures are for internal use only.COMMUNICATION
Visual Merchandising
Dedicated VM material is available from May 2015 (for a duration of 4 months)
From May to August 2015
Confidential document. Text and pictures are for internal use only.COMMUNICATION
Press Showcase
One reference available in the press showcase delivered starting April 2015AFTER-SALE SERVICE
Santos de Cartier Sport collection is available as spare parts:
Front in acetate with lenses
Temple (x1) with hinge
Decor screws
Lenses (by pair)
The spare parts’ list are available on IPASS
(Internet Portal for After Sales Service): http://www.lcboutiquenet.com
To gain access: by email to Lunette.service-client@cartier.comCARE RECOMMENDATIONS To prevent damage or breakage when not worn, glasses must always be kept in the case that was given at the time of purchase. Contact with mercury, products containing strong solvents such as acetone, liquid cleaners and detergents must be avoided. Ultra-sounds are the best way to clean frames. Glasses should not be exposed to excessive or too high variations of temperature as this may damage the frame or lenses. Client should never attempt to adjust or repair their frame or lenses. This must be done by staff at a Cartier boutique or by a Cartier authorized optician.
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