Not Your Mother’s Tiffany

By: Julia Lehrer

Over the past few years the iconic jewelry brand, Tiffany & Co, has not been doing well. Even after attempted collaborations with popular musicians and other cultural icons, sales have been falling and the specialty retailer has struggled to gain interest from younger generations. In the past year Tiffany & Co was acquired by LVMH and handed off to the son of the owner, 29 year old Alexandre Arnault, to head the brand. At the forefront of fashion, LVMH owns many of the top designer labels today, priding itself on taking charge and reinventing tired brands. With a fresh young face leading the brand, Tiffany’s has also been given the opportunity to revamp itself from stuffy and dated, to a brand that appeals towards the younger generation.

Arnault kicked off his leadership at Tiffany’s with the advertising campaign controversially labeled “Not Your Mother’s Tiffany.” Advertisements showed young, edgy, models wearing revamped versions of classic Tiffany pieces. The campaign took over both social media and the streets, with a heavy volume of postings and posters stuck to building walls around major cities. While the campaign received some negative backlash by moms who were insulted by the campaign, it has actually been successful in changing younger consumers' view of Tiffany’s. Interest has been generated in the brand by a younger audience and consumers are starting to look at Tiffany’s from a new light. 

While scrolling on Tiffany's website the classic heart necklaces and chain bracelets are still there, but edgier pieces like workwear inspired chains are also available. Tiffany’s decision to look to current fashion trends for inspiration while continuing to offer the classics captured the attention of both the youth and older generations. They were able to increase interest from young consumers who are looking for more fashion forward options while sparking older consumers' interest in the brand again. This campaign had a level of emotional appeal to the older generation as well, as they were reminded of when they shopped at Tiffany’s when the brand was at its peak, and can now pass their love of the brand on to their kids.