Poetic Heritage and Value Innovation: A Study on the Fashion Management Strategy of Van Cleef & Arpels

Van Cleef & Arpels, a high-end jewelry and watchmaking house founded in 1906 on Place Vendme in Paris, has developed a unique fashion management system over a century, with "poetic narrative" and "exquisite craftsmanship" as its core competitiveness. This article takes this brand as a research sample and, from four major dimensions including brand strategy, supply chain management, experiential marketing and sustainable development, combines typical cases such as the Alhambra Four-Leaf Clovers collection, the Perle series limited-time experience space, and RJC responsible sourcing to deeply analyze the core logic and practical methods of its fashion management. Research shows that Van Cleef & Arpels has achieved a dual boost in brand premium and market growth by activating poetic elements, such as "love, nature, and luck", innovating traditional techniques like the Mystery Setting, creating a nationwide artistic experience space, and establishing a responsible jewelry supply chain. In the 2024 fiscal year, the Alhambra collection contributed 60% of its revenue, driving a 14% growth in Richemont's jewelry division despite the challenging market conditions. This article aims to summarize the collaborative management model of "cultural valuecraftsmanship valueuser value" for luxury jewelry brands, providing a reference for the development of the high-end fashion industry.