This research study aims to explore the changes in Cartier's visual merchandising strategies in Southeast Asia, focusing on how they have become more socially inclusive from the 2000s onwards, when there was economic growth in Southeast Asia. The study adopts a qualitative approach, specifically content analysis, to analyse visual merchandising materials used by Cartier in Southeast Asia, including store displays and window displays. Primary data was collected through the researcher's own experience working with the visual merchandising team in Cartier Southeast Asia from January to June 2022.

The results of the study contribute to the understanding of how luxury brands can adapt their visual merchandising strategies to better connect with diverse consumer groups and promote inclusivity. Furthermore, the study will highlight the importance of social inclusivity in luxury brand marketing, particularly in Southeast Asia where diverse cultural backgrounds and traditions exist.