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Tiffany & Co. is NOT Your Mother's Brand
How a jewelry empire alienated its top customer to approach a new one
Ali Kaltman
September 08, 2024
Brand: Tiffany & Co.
Campaign: The Rebrand
Read time: 5 minutes
💬 Overview 💬
Tiffany & Co. might be the most controversial brand turnaround of this century.
When LVMH acquired Tiffany & Co. in January 2021, they had a clear strategy:
Appeal to younger consumers, even if it alienates older customers initially.
They believed older customers would eventually return, resulting in a larger, more diverse consumer base.
And NOW, over the past 3 years, they’ve completely revamped their brand to attract younger consumers.
But did it work?
💙 The Branded Moment 💙
Tiffany’s started with a controversial bang.
In 2021, Tiffany launched the "Not Your Mother" campaign, aiming to attract younger consumers.
The campaign featured a series of younger models in jeans/basic tees with revamped Tiffany jewelry alongside the slogan "Not Your Mothers Tiffany."
At the time, the campaign faced seriously backlash.
It's a bold move to put down your current customer to appeal to a new one, but it got one thing the brand had been missing:
*Attention*
💎 Then, they brought in fresh creative direction.
They hired a new brand director and creative team to steer the brand in a contemporary direction.
💎 They modernized their stores.
They revamped the store footprint, starting with their 10-story Manhattan flagship.
It no longer looks like your grandmother's jewelry store.
It's the perfect combination of luxury and modern, appealing to a sophisticated Gen Z audience.
💎 They brought in the right celeb partners
The brand brought in:
- Pharrell
- Hailey Bieber
- Anya Taylor-Joy
- Beyoncé and Jay-Z
& more to reignite the brand's cultural relevance.
💎 They transitioned to an omnichannel strategy.
Tiffany & Co. didn't stop at revamping the stores. They reimagined the entire brand experience, including their social presence.
You can actually shop Tiffany & Co. on Instagram now, and it feels like an extension of their IRL store.
💡 Results 💡
As of this month, they have over 16M Instagram followers, growing steadily since the acquisition in 2021.
And LVMH's Jewelry & Watch, including Tiffany's, division grew 7% in 2023.
They’ve opened the door for an entire new generation to get involved.
🎬 Take Action 🎬
Tiffany’s proved that you can’t just market to the people who are buying your products.
Who are you marketing to today?
Is it the customer you NEED or the customer that’s already buying?
Are these the same? If not, it might be time to realign…
What’s New This Week
One new product I tried this week 👉 I have been getting a million and one ads for Oats Overnight. Are they worth it? I’m debating trying…
One new campaign I’m loving 👉 Poppi World — Poppi’s pop up for NYFW. They nailed the aesthetic.
One show/podcast/content to watch 👉 Tell Me Lies is back. And it’s already soooo good.
Brandkeeping
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And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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