A decade after MasterCard admitted in its marketing campaign that there are some things money can't buy, the financial company is still cashing in on that sentiment.
"As people looked from the outside and more toward the inside," the company repositioned itself with an advertising campaign to reflect that, one still going strong, according to Chris Jogis, vice president of U.S. brand marketing, MasterCard Worldwide. And affluent consumers' interest in being purposeful, resourceful and generous has only increased in the past 10 years, according to the Yankelovich Monitor, he said. In a 2006 survey, 67 percent of respondents cited striking a balance between work and personal life as important, compared with 57 percent in a 2002 survey.
Consumers are seeking authenticity and are less interested in fitting in. In addition, many think it is important that others see them as someone who could see through all the hype, he said. More than ever, there is an openness to new ideas and often the hunt is the payoff, said Jogis, drawing from the survey results. "People want to be viewed as smart but beating to their own drummer...," he said.
A few statistics were taken with a grain of salt, like the 53 percent of survey respondents who consider themselves to have an excellent imagination — "To me, that's like everyone is great driver," he said.
But as society longs for authenticity and excitement, every economic level is being redefined. "It's more about the tales and what you can say about it," Jogis said.
Instead of bragging about staying at the most expensive hotel in Paris, travelers are more inclined to be drawn to the most unusual one that others would not know about — where a chef invites them to watch him prepare a once-in-a-lifetime meal.
To that end, MasterCard is offering behind-the-scenes access to select customers at next month's Swarovski Fashion Rocks concert. In an unrelated effort, the company cobranded a credit card with Saks Fifth Avenue and ran print ads promoting it. In addition, stylist Robert Verdi worked with Saks and MasterCard to celebrate the new Saks Fifth Avenue World Elite MasterCard issued by HSBC, and hosted a party at the Priceless Experience Lounge at the Saks "Want It!" launch party. By talking to people about fashion, Verdi helped to create a buzz about the card, Jogis said.Whatever the venture, understanding the targeted consumer is essential, as well as developing meaningful programs and content. "You have to deliver value to all constituents," Jogis said.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews