Jewelry Industry Should Learn Marketing Lessons From Apple

Opinion piece
29/10/2015 12:51

Gaetano Cavalieri, president of The World Jewellery Confederation (CIBJO), reflects on whether the jewelry industry could learn a few lessons from Apple's marketing campaigns to capture the interest of the Millennials - something Apple has turned into an art form. He writes that, "Unlike the generations that preceded them, and in particular the Baby Boomers, Millennials appear to have less of a natural affinity for fine jewellery." Catherine Kaputa, an American brand strategist, listed five marketing tools that Apple uses most effectively to build its product hype: creating the illusion of scarcity to increase demand; 'wowing' customers through design and packaging; cultivating an air of secrecy and intrigue to fuel speculation and buzz; focusing on a 'friendly' customer experience; and creating a passionate community of fans who identity with the brand values. Cavalieri acknowledges that the jewelry industry has a long way to go, and believes it must particularly address the overriding perception among younger consumers is that it is lacking in the values that they identify with.