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Cartier Mines MySpace for Clients in Rough

Luxe jeweler tries to reach younger audience through social networking

By Jim O'Neill,  Newser User

Posted Jul 31, 2008 10:03 AM CDT

(Newser) – Luxury jeweler Cartier has teamed with MySpace in a unique effort to develop a new, younger audience by blending networking, entertainment, and marketing, reports the Wall Street Journal. The move, one of the first by a major luxury brand, may provide a road map for other luxury retailers so far wary of using social networking sites.

Cartier’s profile includes music downloads, video clips, and links to some of Cartier’s more famous “friends.” But why would an exclusive luxury brand risk appearing on websites whose primary audience is teenagers unlikely to have diamond-purchasing power? The luxury environment “means being a step in advance sometimes,” said a Cartier spokeswoman. “We work with people moving fast. They are ahead in their way of life.” Cartier is paying an undisclosed fee to MySpace.

A teen checks out the social networking site MySpace.
A teen checks out the social networking site MySpace.   (KRT Photos)
A Cartier bracelet is seen at the third annual 2008 Cartier Loveday celebration in Los Angeles on Wednesday, June 18.
A Cartier bracelet is seen at the third annual 2008 Cartier Loveday celebration in Los Angeles on Wednesday, June 18.   (AP Photo/Matt Sayles)
A pedestrian checks out the window display at Cartier on Chicago's Michigan Ave.
A pedestrian checks out the window display at Cartier on Chicago's Michigan Ave.   (AP Photo/M. Spencer Green)
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