Not a Good Ad Campaign: Tiffany’s Repositioning Stumbles
LVMH President announces buyout of Tiffany’s
Written By Emily Xiao
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color for its jewelry boxes. However, in 2021, shoppers care about more than history. Now, the advent of digital marketing, growing younger shopper segments, and the pervasiveness of influencer, celebrity, and social media culture in retail markets have pushed Tiffany’s to change management practices and reposition its brand. In January, luxury giant LVMH acquired Tiffany’s for $15.8 billion (discounted from an original ask price of $16.2 billion due to pandemic-related losses). LVMH subsequently appointed Anthony Ledru as the brand’s new CEO. Beyond these organizational changes, Tiffany’s has issued a slew of new marketing campaigns targeting a younger demographic.
ART & CULTURE
walk into a Tiffany & Co. flagship store is a walk into tradition. Walls are lined with an iconic mainstay tint of Tiffany blue as shoppers search for sterling silver jewelry, diamond rings, or the iconic heart tag bracelet. Gift givers and self-buyers alike, longtime customers are typically affluent working adults or older. Ask any luxury connoisseur — Tiffany’s is a storied brand built on heritage. Founded in 1837 by Charles Lewis Tiffany, the brand gained notoriety in the 20th century with the creative direction of his son, Louis Comfort Tiffany. In 1961, the film Breakfast at Tiffany’s starring Audrey Hepburn brought the brand international acclaim, and in 1998, Tiffany’s trademarked its iconic blue
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