Service of Interpretation: Cartier, the One Percent vs. Everyone Else
January 12th, 2017
Funny how one image can cause two people to come to such different conclusions.
I was walking by Cartier’s windows on a recent Sunday and after I’d passed by I backed up to take the photo [above] because something was so clearly missing: Jewelry.
I showed the shot to my husband Homer Byington and said “How sad. Look where we’ve come. The jeweler can’t display a thing in its windows on a Sunday when it’s closed for fear that someone will steal rings, necklaces and pins. Imagine the rent paid yet the store can’t take advantage of this marketing tool to showcase its wares.”
Homer replied “I think Cartier didn’t display its jewelry to signify to the one percent how valuable and expensive their pieces are—far too precious and priceless for a window display. The store isn’t interested in whether the 99 percent can see what it can’t afford to buy anyway.”
What do you think? In addition, should a brand with this stature think of a clever way to decorate its windows for the times it doesn’t show product for whatever reason?