We’re not fashionistas by any stretch of the word here at GM Authority, but there’s a new trend in fashion these days. Where are we going with this, you ask? Allow for some explanation.
The movement occurring in high fashion right now is to forego logos, an attempt to “de-brand” if you will.
“What does that have to do with cars, we’re here to read about cars…” is what you’re probably thinking right now. But this trend has a lot to do with Cadillac’s current situation, believe it or not.
The thought process behind removing logos, tags and any other sort of branding is very simple: let the product speak for itself. If, insert any product here, is high-quality and worth a premium, it will speak for itself without telling you what it is. Cadillac is grasping hold to this and breathing it through their current brand strategy, and it may be working.
Cadillac’s tie-in with the fashion world was exhibited recently during New York Fashion Week, just like last year. For example, the Cadillac ELR pictured above in a livery done my men’s clothing company Cadet.
Smack in the middle of NYFW, Cadillac hosted Public School, where it showed its entire new line of Autumn and Winter 2015 mens and womenswear collections. So, you’re thinking, “Great, they sponsored an event.” They certainly did sponsor an event, but with only sprinkled hints of Cadillac throughout the evening.
Parked inside the entrance to the event was a Cadillac CTS. That’s it. Every guest was greeted by Motor Trend’s 2014 Car of the Year, and besides that, Cadillac didn’t interfere with the evening’s festivities. Cadillac wants to be like one of those fancy handbags sitting atop a shelf in Nordstrom. The handbag doesn’t scream what it is, or who designed it. It’s just there, but the consumer knows it’s high quality because of proper, and clever, branding.
Through clever association, Cadillac hopes it will pay dividends in years to come through this type of subtle branding. Granted, the auto industry is a little different from the fashion industry, and good product and dealer experience play an important role.
But the fact of the matter is this: Cadillac wants to regain the luxurious aura it held for years, and with baby steps like this, yours truly thinks we’ll be talking about Cadillac a little differently in five to eight years.