“ Tiffany, not just for mummy any more”From the WSJ:
Under LVMH, Tiffany is raising prices on silver and in some instances pairing it with other precious metals and stones. Prices on certain collections are up 7% to 13% from 2020, according to the company. Increases are bigger for some items, such as a “Return to Tiffany” silver charm bracelet—$425, versus $300 a year ago. Some of the increases reflect the rising cost of raw materials, the company said.
“They are OK with losing some consumers,” said Erwan Rambourg, the head of consumer and retail research at HSBC. “They want to compete with Cartier, not with Zales.”
Tiffany’s New French Owner Brings a Makeover—and a Culture Clash
LVMH aims to heighten the jeweler’s allure to elites abroad while preserving what makes it popular in America.www.wsj.com
Then why are some of the new ads like the Thanksgiving table featuring slovenly people being rude?
As for the botched ad campaign:
A campaign unveiled in July with the tagline “Not Your Mother’s Tiffany” that features young, hip-looking models created a backlash on social media by customers who felt the slogan was insulting.
“I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”
Mr. Ledru said the intended message was more along the lines of, “Not Just Your Mother’s Tiffany,” in the hopes of reaching a broader audience. “We knew there would be a strong dialogue,” he said. “We’re ready for that.”
Well then why didn't they just use that as the new tagline?!
New ad Campaign not your mother’s Tiffany
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Okay, am I the only one who thinks that the NYMT is so freaking hilarious? Like, it would be one thing if they made any attempt to look modern or new - but it’s just twenty to fifty year old designs (literally, things my mother bought when they were new) in an ad campaign with a tagline from 1988 and photos from the 90s Gap reject pile.
It’s just Andy Kauffman level of trolling.
And the Thanksgiving ad? From the company who literally wrote a book on table manners?
They have got to know they look stupid. Looks cheap, is actually expensive.
It’s just Andy Kauffman level of trolling.
And the Thanksgiving ad? From the company who literally wrote a book on table manners?
They have got to know they look stupid. Looks cheap, is actually expensive.
When has anyone ever critiqued someone as ‘circus-like’? that’s the weakest set-up to a punchline I’ve ever heard.
The gag should be ‘he called me a clown but I’m the ringleader of this circus’ and even then it’s corny as anything.
Oh my god. Are they supposed to be teenagers? Have these people ever seen a teenager?That's really bad. I don't mean, pearl-clutching bad, but just really stupid, not clever or edgy, definitely not punk rock, just...why???
I think Cartier ads/marketing is the best, btw.
Here's more:
Table Manners—Holiday Hosting | Tiffany & Co. US
Any good host knows to turn to Tiffany’s Table Manners for proper etiquette and this year, there is a new set of rules. This is not the time to behave.www.tiffany.com
Rule #58: "Don’t tell your grandmother but in our opinion, the straighter the spine, the more boring the time."
"RULE #23. Your phone should always eat first and selfies should be snapped on all occasions. Don’t waste your best-looking years acting stuck up."
the bald guy is styled like Sean Paul
Not to be rude but all the people they hired all look like the 20-30s demographic of most models in their previous jewellery ads I don’t see anything particularly teen about them. There are thousands of teen models and influencers of Insta and Tik Tok surely they could have got some of them if they wanted to do a Gen z campaign.
but I’ve said it before and I’ll say it again they need to bring in some new designs if they want to sell the idea they are developing for a new audience.
Oh my god. Are they supposed to be teenagers? Have these people ever seen a teenager?
the bald guy is styled like Sean Paul
Not to be rude but all the people they hired all look like the 20-30s demographic of most models in their previous jewellery ads I don’t see anything particularly teen about them. There are thousands of teen models and influencers of Insta and Tik Tok surely they could have got some of them if they wanted to do a Gen z campaign.
That is a good point. If they want a younger demographic, I'm not sure why they're not finding Insta/YouTube/TikTok personalities to advertise their products. We all know Dior is very good at that with their Youtube influencers (who also have Insta an TikTok, so they get exposure there too.)
They did recently bring in their Knot Collection this year and the Tiffany T1 collection in 2020. Also, a little while back they released the Hardware Collection in 2017.
I think the issue is that they're not selling as well as they did in the past. Despite releasing the recent collections with a lot celebrity advertisements, for one reason or another, I don't think they're hitting their projected sales.
A lot of people, at least here on TPF, compare Tiffany with other luxury jewelry houses, especially Cartier and VCA and will tend to put more money in other houses based on longevity and timelessness. And Tiffany doesn't seem to be quite there yet.
Also, the quota the SAs need to meet is quite high. I don't know what it was before LVMH took over, but I was recently told this year that the SAs need to each make $500,000 USD in sales every quarter.
I had completely forgot about the knot collectionThat is a good point. If they want a younger demographic, I'm not sure why they're not finding Insta/YouTube/TikTok personalities to advertise their products. We all know Dior is very good at that with their Youtube influencers (who also have Insta an TikTok, so they get exposure there too.)
They did recently bring in their Knot Collection this year and the Tiffany T1 collection in 2020. Also, a little while back they released the Hardware Collection in 2017.
I think the issue is that they're not selling as well as they did in the past. Despite releasing the recent collections with a lot celebrity advertisements, for one reason or another, I don't think they're hitting their projected sales.
A lot of people, at least here on TPF, compare Tiffany with other luxury jewelry houses, especially Cartier and VCA and will tend to put more money in other houses based on longevity and timelessness. And Tiffany doesn't seem to be quite there yet.
Also, the quota the SAs need to meet is quite high. I don't know what it was before LVMH took over, but I was recently told this year that the SAs need to each make $500,000 USD in sales every quarter.
- it is nice but a stone set twist has got to be one of the most widely done motifs in Jewellery- it’s not going to sell anyone on the brand. (I think T1 has more promise but they need to push it rather than taking this scatter gun approach of all their lines.)My point is really there’s no idea these new lines have this demographic in mind. It’s strange because Tiffany has had such success with catching young consumers. These designer led lines worked because they sold you the personality of the designer- Elsa perretti line has lovely designs but also because it sold you her and her impossibly cool life as a glamorous designer + model while paloma Picasso was more ornate and artsy. These new lines you don’t know who created them and who their audience is supposed to be and it is bizarre because aspiring jewellers are more visible than ever on the internet.
I guess the problem is nowadays they’d rather create by committee than feel they are beholden to particular designers for their success.
But then with the RTT collection and key designs they just did a lot of product placement with young celebs and teen media and that worked great too. I don’t really watch teen shows myself but I don’t get the impression they are trying to drive the youth market with this either and it’s not like people have stopped watching Media.
to me, not being timeless is not necessarily a bad thing for them. We’ve seen over and over luxury houses want people who buy luxury in bulk and always want the newest hype thing not people who want aftercare or longevity. They think if they keep up the pr for long enough they can get into the hypebeast market and start selling these people several trendy bracelets a quarter not one classic piece a year. Being cynical, this is probably why they use adults playing teens not actual teens as a lot of these hype beasts act young but they know deep down they are closer to 40 than 18.
Im sad but not surprised to hear those brutal sales targets LVMH loves to talk sustainability out of one side of their mouth and push for perpetual growth and consumption out the other.
I feel like those tacky poor manner ads are quietly meant to appeal to the 20-30 year olds who are in fact getting older but want to seem young because they haven’t really progressed through life as much as previous generations had by their age.
Now I’m going to sound old and harsh, but when I was in my early 20s, I had a professional job and a house, but nowadays people are still living with their parents into their 30s (for a myriad of reasons) I know many of them, while some are trying to finish school and juggling debt and rising house prices, many of them are just plain unmotivated to grow up. Those are the ones are I see out in the world who behave in a such a way and would probably cheer at this kind of validation.
Now I’m going to sound old and harsh, but when I was in my early 20s, I had a professional job and a house, but nowadays people are still living with their parents into their 30s (for a myriad of reasons) I know many of them, while some are trying to finish school and juggling debt and rising house prices, many of them are just plain unmotivated to grow up. Those are the ones are I see out in the world who behave in a such a way and would probably cheer at this kind of validation.
Which department was the sales goal 500k per quarter?
And yes love your mom and give her a cuff por favor!
What were you buying?Oh gosh, I don't know. Probably should have asked the SA who told me.
It must be frightening/stressful for the SA in the less frequented, lower value items.
I think at the time I was buying my DBTY solitaire.
Yes, my SA was stressing out about it because he had to take a leave of absence around that time because he was attached by a dog and had to get stitches.
And he still had to meet his quota. 