In today’s millennial market, beloved American brand Tiffany & Co. has struggled to shed its image of tradition and “old-world luxury,” which hasn’t been particularly good for business. Aware of their decline in sales, Tiffany & Co. hired Reed Krakoff to become their new Chief Artistic Officer in February. His main task? Rebranding and thereby luring millennials to the brand.
Just this week, Tiffany launched Krakoff’s first large-scale visual campaign. The Fall 2017 Campaign, featuring a diverse array of young actors, musicians, models, and activists, embraces a more fun, playful side of the traditional brand. The campaign’s cast includes Zöe Kravitz, Elle Fanning Janelle Monáe, Annie Clark (a.k.a. St. Vincent), Cameron Russell, and David Hallberg.
Above all, the campaign celebrates individuality, which is evident in its slogan: “There’s Only One.” Krakoff himself explained that “these portraits epitomize individuality, embracing the natural beauty and unique style of each talent.” Tiffany, in a heavy effort to appeal to the younger generation, is thus upholding the ultimate millennial value of self-expression.
What do you think of this early step in Tiffany & Co.’s rebranding? Is it a step in the right direction? As you already know, millennials are looking for more than what traditional stores can offer them. (Read: Luxury in the Age of Millennials ) …Tiffany is simply following suit.
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Photo courtesy: Tiffany & Co.