Poiray: the awakening of a sleeping beauty

The Poiray jewelry and watchmaking brand was born in 1975 in Paris. The brand has developed around jewellery-making expertise and a resolutely innovative spirit. Poiray is positioned at the antipodes of traditional jewelry, with modern jewels that are cut differently and sparkle thanks to the use of new gemstones, in contrast to the precious stones seen and seen again and again in the jewellery of the time. Having fallen into oblivion in the early 90s, it reappeared at the end of 2013. This case study details this renaissance and the strategies put in place to restore the Poiray brand to its rightful place in the jewelry and watchmaking industry.

Learners are invited to project themselves into a business situation:

Thursday, April 7th, 9pm, Grand Amphi of the Collège de Paris: the conference on the theme of "Watchmaking and jewelry, the levers of French excellence" has just ended to a round of applause. The brands that took to the podium were all prestigious, but one in particular caught your attention: Poiray. Its success story demonstrates the ability of certain companies to constantly reinvent themselves. Armed with your CV and your courage, you will introduce yourself to Manuel Mallen, the company's managing director. Interested in your background and the vision and innovative ideas that Generation Z, of which you are a part, can bring, he offers you the chance to work with him.

Through the Poiray brand, we looked at the case of "sleeping beauties", brands that have been abandoned for a number of years and then revived by an entrepreneur.

With a history to capitalize on when relaunching, they develop marketing strategies based, among other things, on the modernization of iconic products and past-present storytelling. The aim is to revitalize the brand by transforming customer perceptions: from a "dated" brand to a "contemporary" one.

This case study deals with the revival of a luxury brand. The student must first analyze the jewelry and watchmaking market in which Poiray operates. Secondly, they must immerse themselves in the brand's universe to identify its DNA and values. This work will then enable him to understand how the strategy deployed has enabled the brand to regain its place among the historical players.

In conclusion, the student proposes new marketing actions to ensure the brand's long-term future.

This case fits perfectly into a course on branding, where the notions of brand equity, brand image and revitalization are covered. It can be treated using a hypothetico-deductive approach to illustrate these concepts.

The brand analysis work highlighted the importance of brand heritage in the luxury sector. Poiray has a history that is still present in the collective memory, with codes and roots that students are quick to appropriate.

Market analysis is always a little more difficult (especially for a first-year audience) when it comes to pinpointing important information that will be useful to the brand.

Students have no trouble explaining Poiray's revitalization strategy, and the examples of other brands in the luxury sector help to round out their knowledge.

As far as proposals for new actions are concerned, students tend to focus on the development of new product ranges, in line with the current target or with a view to rejuvenation (based on an analysis of the strategies of other players in the market). Care must be taken to ensure that these proposals are consistent with Poiray's image.

The Poiray jewelry and watchmaking brand was born in 1975 in Paris. The brand has developed around jewellery expertise and a resolutely innovative spirit. Poiray is positioned at the antipodes of traditional jewelry, with modern jewels that are cut differently and shine with a thousand lights, thanks to the use of new gemstones, a change from the precious stones seen and seen again in the finery of the time. Having fallen into oblivion in the early 90s, it reappeared at the end of 2013.

This case study details this renaissance and the strategies put in place to restore the Poiray brand to its rightful place in the jewelry and watchmaking industry.

Learners are invited to project themselves into a business situation :

Thursday, April 7th, 9pm, Grand Amphi of the Collège de Paris: the conference on the theme of "Watchmaking and jewelry, the levers of French excellence" has just ended to rapturous applause. The brands that took to the podium were all prestigious, but one in particular caught your attention: Poiray. Its success story demonstrates the ability of certain companies to constantly reinvent themselves. Armed with your CV and your courage, you will introduce yourself to Manuel Mallen, the company's managing director. Interested in your background and the vision and innovative ideas that Generation Z, of which you are a part, can bring, he offers you the chance to work with him.

Through the Poiray brand, we looked at the case of "sleeping beauties", brands that have been abandoned for a number of years and then revived by an entrepreneur.

With a history to capitalize on when relaunching, they develop marketing strategies based, among other things, on the modernization of iconic products and past-present storytelling. The aim is to revitalize the brand by transforming customer perceptions: from a "dated" brand to a "contemporary" one.

This case study deals with the revival of a luxury brand. The student must first analyze the jewelry and watchmaking market in which Poiray operates. Secondly, they must immerse themselves in the brand's universe to identify its DNA and values. This work will then enable him to understand how the strategy deployed has enabled the brand to regain its place among the historical players.

In conclusion, the student proposes new marketing actions to ensure the brand's long-term future.

This case fits perfectly into a course on branding, where the notions of brand equity, brand image and revitalization are covered. It can be treated using a hypothetico-deductive approach to illustrate these concepts.

The brand analysis work highlighted the importance of brand heritage in the luxury sector. Poiray has a history that is still present in the collective memory, with codes and roots that students are quick to appropriate.

Market analysis is always a little more difficult (especially for a first-year audience) when it comes to pinpointing important information that will be useful to the brand.

Students have no trouble explaining Poiray's revitalization strategy, and the examples of other brands in the luxury sector help to round out their knowledge.

As far as proposals for new actions are concerned, students tend to focus on the development of new product ranges, in line with the current target or with a view to rejuvenation (based on an analysis of the strategies of other players in the market). Care must be taken to ensure that these proposals are consistent with Poiray's image.