“The HITCHCOCKIAN HEROINES”

 

 

    A lecture by CLAUDE REININGER, marketing specialist of the Luxury Market and a French ‘cinephile’.

 

 

    After a practical experience in the mass market with UNILEVER in the 70’s, he was appointed by CARTIER the jeweler to participate in the 80’s to the launch of LES MUST DE CARTIER, an affordable functional objects range (lighters, pens, watches, perfumes, eyewear, leather goods, etc.). With this successful product diversification under the jeweler brand, CARTIER was the pioneer of the Luxury Market democratization and rise.

 

 

 

    In the 2000’s, CLAUDE was the Marketing Director of the RICHEMONT GROUP, the no2 of the Luxury Market behind LVMH. He was in charge of the shared marketing services and of the supervision of the 20 maisons’ strategies (CARTIER, VAN CLEEF & ARPELS, MONTBLANC, DUNHILL, CHLOE, and several watchmakers like PIAGET, IWC, JLC, etc.)

 

 

 

    He is presently Non-Executive Director of FABERGE, the legendary manufacturer of the Imperial Eggs for the czar of RUSSIA.

 

 

He also teaches all the elements of the marketing mix for the Luxury Market in French and UK universities; creativity, brand values/identity/concept, product development, market surveys, advertising campaigns, distribution networks etc.

 

 

    He is also a French “cinephile” with a specific passion for ALFRED HITCHCOCK the ENGLISH born director who emigrated in the 1940s to the US.

 

 

    Claude created this twofold presentation for young entrepreneurs and for students specialized in Marketing, Luxury, Fashion and Cinema -

 

 

 

 

    In the 50’s and 60’s, Hitchcock (1899-1980) was certainly the most well-known movie director in the world, with such masterpieces as PSYCHO (1960), VERTIGO (1958), REAR WINDOW (1954), NORTH BY NORTHWEST (1959), THE BIRDS (1963). He inspired and influenced the likes of SPIELBERG, COPPOLA, SCORSESE, DE PALMA and many others. The French directors of the “Nouvelle Vague” like TRUFFAUT and CHABROL “erected” HITCHCOCK as an “author” instead of a mere “entertainer”.

 

 

 

 

 

HITCHCOCK made his first silent films at the beginning of the 1920’s without success. As cinema was his passion, he decided to invent a marketing platform in order to secure success, audience loyalty, and to convince producers to invest money in his work.

 

 

 

 

 

Claude will show you how the director manipulated successfully his audience and that he was not only the “Master of Suspense” but also the “Master of Marketing”.

 

 

 

 

 

The aim of this lecture is also to encourage young entrepreneurs and students to create their own marketing platform and to position themselves creatively in their future professional activity.