04/10/2007
Cartier, the 145-year-old international luxury jeweler, has enacted major changes in its U.S. distribution network to protect its brand name image and products from counterfeiters and the so- called “gray market.”
The new Cartier Agency Plan was unveiled in an “Open Letter to the Industry” by the company chairman, president and vice president.
The plan will reduce the number of U.S. outlets offering Cartier jewelry and other products from 400 to 165. These jewelers will be chosen with “meticulous care,” based on a variety of marketing criteria, according to the letter. They also will receive expanded ad support, exclusive in-store promotions, signs, sales incentives, sales training and after-sales service.
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