28 Jul '14, 8am

Van Cleef & Arpels weaves fairy tale into jewel-themed microsite: French jewelry house Van Cleef & Arpels is e...

Van Cleef & Arpels weaves fairy tale into jewel-themed microsite: French jewelry house Van Cleef & Arpels is e...

Van Cleef & Arpels interpretation of the godmother’s dress French jewelry house Van Cleef & Arpels is embellishing its fairy tale-themed social media release from earlier this summer. The fairy tale is told on the brand’s Web site and incorporates jewels throughout the tale. The use of a story to educate consumers about the brand can create a lasting memory of the products and a stronger connection to the brand. “By evoking a classic fairy tale that creates an association back to childhood days, this cinematic approach essentially creates a whimsical experience,” said Dalia Strum professor at the Fashion Institute of Technology and founder of Dalia Inc. , New York. “It contextualizes pieces that would typically have a distant association with them, and creates a narrative to connect with their potential clientele,” she said. Ms. Strum is not affiliated with Van Cleef & Arp...

Full article: http://www.luxurydaily.com/van-cleef-arpels-creates-fairy...

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