Style, taste, elegance; exclusivity. These are the attributes that every luxury brand aspires to, automotive or otherwise. And for automakers who feature luxury brands within their portfolios, the opportunity to associate or partner with other recognized elite labels can often serve to boost their profile, attracting new customers and resulting in more business both for the OEM and its dealers, so the theory goes at least.
Recently, renowned luxury goods retailer Bergdorf Goodman chose to zoom in on one iconic automotive premium brand for the June issue of its glossy magazine. The brand in question is Cadillac and this represents the first time the iconic fashion magazine has collaborated with a non-fashion partner on a fashion story.
A 24-page editorial spread in the June issue will showcase several Cadillac models and concepts dating back to 1902, when the iconic brand was first founded. These will include a 1912 Model 30, the dramatic 1953 Le Mans Motorama show car and the 2011 Ciel concept.
In order to maintain a genuine automotive-inspired theme for the issue, Bergdorf Goodman traveled to Detroit to photograph the entire story in historic General Motors’ facilities, including a climatic wind tunnel, the GM Heritage Center, and the Eero Saarinen-designed GM Design Studio.
“Cadillac has always been at the forefront of American luxury and style,” remarked Melody Lee, director of brand and reputation strategy. “Bergdorf Goodman has been a trailblazer in fashion, and the Cadillac feature on the cover of Bergdorf Magazine for this particular issue is both special and very fitting.”
Glamourous for sure, but will the end result raise Cadillac’s profile and help the brand and its dealers grow their business? Difficult to say but a little exposure in the world of high fashion probably won’t hurt.
