Cartier Glasses Case Study

A city that is heavily influenced by music and material possessions that has great potential to thrive as a place of attraction, yet a murder rate that ranks 3rd in the world, Detroit's biggest issue is the high demand for Cartier glasses, locally known as “buffs”. Many young men have died or have been brutally beaten for these expensive pair of shades due to popularity. The last reported death concerning this issue was in 2010 when twenty year old, Darryle Miller, was killed. The demand comes from local rappers and successful Detroit natives who have an impact on the city. These glasses are a symbol for wealth and status and that's something everyone wants coming from a city where everyone has something to prove. There isn't a specific area

“Anyone who owns a pair of Cartier frames knows to be on high alert wherever they go in the city, when worn.” Says Hunter. Which is also true, some type of weapon is subject to be carried when modeling these frames. Hunter interviewed a Cartier dealer at a high quality mall just outside Detroit by the name of Chad Sobodash. Sobodash jewelry store is located in Somerset Collection mall heavy shopping traffic takes place. Sobodash expresses “The demand originates in that old money client base, but the popularity is driven by the music and club scene.”

Millennials around the city of Detroit are Cartier's main audience and customers. After watching music videos and surfing the social media web, this influence young adults to get a hold of a pair. Almost every teenage young man with some type of popularity owns a pair of these shades. Local rappers and social party promoters usually own a pair, demonstrating the demand for the glasses and as a result people who aren't financially stable do whatever to get them. Even if that means shooting, stabbing, or even severely injuring another human being just to own a pair of