No communication is a communication style

To stick to its image of exclusivity and rarity, Mariage Frères has made an ambitious bet: to do almost no advertising and to communicate almost not through traditional channels. As a result, the communication on social networks is very old school. On Instagram, the photos are old in the artistic approach, accessories too. However, this fits the image of the house, an old family business that has its roots in ancestral practices and products. More than 82,000 people have joined and are currently (15/11/2021) following the page.

Post seen on Facebook

Likewise for Facebook, the communication is based on "lifestyle" posts of the proposed products with for example tea cups with a Christmas background for the upcoming period. The photos are always elegant and sophisticated with a French chic, which conquered foreigners looking for exceptional Western products.

The website is built in the same way, with a traditional set of mind. The pages look like a site under construction, a draft with frames and inserts everywhere, far from the modern coding that can be found in its competitors. It is almost difficult to navigate and find the information you want. But against all expectations, this helps to reinforce the image of Mariage Frères in its traditional side. The clients who are fans of the company see it as exclusive and secret because the company does not communicate on its offers. The appointments are mysterious and reserved for people who are really interested.

Mariage Frères has therefore chosen to rely almost exclusively on advertising, a strategy that reinforces its high-end image and is reserved for tea connoisseurs. You have to follow the brand closely in order to follow its novelties and become a recurrent friend of the house.

Making it difficult to approach, those who succeed are more likely to be faithful throughout their lives.

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