In good times and in bad.
De Beers is running full-page ads in the New York Times to
drum up its Christmas sales. That’s to be
expected. But it’s the creative
strategy that I find interesting. It’s recession talk for people who have lots
and are faced with the prospect (or reality) of having less. In either case,
it’s making it chic among the affluents to have less. The ad is all text with a
beauty shot of diamond earrings.
HERE’S TO LESS.
Our lives are filled with things. We’re overwhelmed by possessions we own but do not treasure. Stuff we buy but never love. To be thrown away in weeks rather than passed down for generations.
Perhaps it will be different now. Perhaps now is an opportunity to reassess what really matters. After all, if everything you ever bought her disappeared overnight, what would she truly miss?
Perhaps it will be different now??? If everything you ever bought her disappeared overnight??? This is as close as it gets to a luxury marketer using the “R” word when talking to people who won’t face foreclosure but will most likely face a year-end without a bonus.
According to an article in Mining Weekly, De Beers believes the idea of an enduring item that retains value will persuade consumers to buy diamonds despite the financial crisis and economic downturn.De Beers is hoping that the notion that our lives are filled with things we don’t treasure will resonate now more than ever.
And it’s a view that Quebeckers seem to share more than Canadians in the ROC.
Data suggest that Quebeckers are more likely to seek voluntary simplicity. Ten years ago, Yankelovich asked Canadians if they agreed or disagreed with the statement: “I have a great need to get rid of some of the non-essential in my life.” 58% of Quebeckers agreed while only 45% did in the ROC.
It’s not clear however if, in reassessing what really maters, Quebec women will wish for everlasting diamonds or less expensive costume jewellery. According to PMB 2008, women in Quebec are generally more likely to buy costume jewellery than fine jewellery.
Fine jewellery personally bought in past 12 months
Quebec: 16%
ROC: 20%
Costume jewellery personally bought in past 12 months
Quebec: 25%
ROC: 22%
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