Kyushu Event report
Baccarat's Master-Class at the Fukuoka Chamber of Commerce: Branding of a Centuries Old Luxury Brand
Fukuoka's CCI hosted yesterday Mr. Yoshikazu Yann GAHIER's conference on Baccarat Pacific's branding strategies, co-organized by the CCIFJ.
Yesterday, July 26, 2023 in Fukuoka, it was a little over 70 participants who had the opportunity to attend the presentation of a centuries-old French company: Baccarat.
The event started with a Japanese presentation of the CCIFJ's activities by the West Japan area manager. Then Mr. Yoshikazu Yann Gahier, President of Baccarat Pacific, who is also a member of the Chamber's Board of Administrators, opened his speech with a historical retrospective of the company. An attentive audience learned a lot about the history of the "cristal of kings", which is synonym of luxury and elegance since 1764. We also learned that the company accounts for 15 Meilleurs Ouvriers de France (MOF, Best Craftsmen of France, a high distinction) among its qualified makers.
The speech began with a few words in French to surprise the Japanese attendees and get their attention. Then, Mr. Gahier did a brilliant Japanese presentation of the strategies developed by Baccarat over the past 40 years in the country to bring the brand from a status of near unawareness to one of the main references of French luxury.
Japanese culture gives a prominent role to the exchange of gifts, and that was an obvious angle that Baccarat worked hard, but it is also thanks to many innovative ideas that the company could think out of the box and stand out, for instance by developing a counter-intuitive "casual baccarat" image, items that you can drink from everyday at home. Beyond the signature crystal glass, other collections have been put in the spotlight, like chandeliers and ornaments. Some products inspired by mangas are also designed for younger people, such as « Doraemon » ornament or « Jojo’s bizarre Adventure » engraved pieces.
This conference was the occasion for Yann Gahier to show a dynamic company full of ideas, which demonstrated its agility during the Covid-19 epidemic by adapting its marketing strategy to the new conditions of everyday life.
Finally, each participant went home with two tickets for a free drink at one of the three B bars that can be found in Tokyo or Osaka. There, high-end cocktails can be ordered, enhancing the company's high standards. Those bars are particularly convenient to discover Baccarat's many models of glasses and ornamental products.
The Q&A session following the conference also allowed the participants to share opinions with Mr. Gahier, ask burning questions about the subject and get insights about personal ideas. For those who did not dare or did not have time to talk in public, a short networking moment concluded the event, allowing everyone to raise a few last issues directly with the speaker. That alone showed how sincere the interest from the audience was.
The event finally ended with a private dinner shared with the Fukuoka CCI's delegation going to France at the end of August this year on a business trip.
