How the Gen Z focused rebrand, may be a step in the wrong direction for the luxury jewellery company.
Tiffany, the iconic 184-year-old jewellery brand, recently took the internet by storm, releasing its new campaign targeted at Gen-z and Millennial consumers. The campaign, dubbed ‘NOT YOUR MOTHER'S TIFFANY’ offended its loyal, paying customers whilst trying to attract a new, younger clientele. The campaign was labelled as ‘vulgar’ and ‘disrespectful’ by hundreds of twitter users, especially mothers, stating they felt excluded by the ‘ageist’ campaign. All but 18 months ago, LVMH bought Tiffany and Co over, and son of LMVH’s CEO, Alexander Arnaut’s new direction seems to have isolated Tiffany’s already established fan base.
When one thinks of Tiffany, one’s first thought, is always Holly Golightly in the 1961 film ‘Breakfast At Tiffany’s’. As portrayed in the film, Tiffany has always been a brand of glamour, old money, and aspiration. The Tiffany experience is reliant on the past to sell jewellery that creates memories and a feeling of luxury. Understandably, in 2021 when young people are becoming more class conscious, it is no wonder that Tiffany’s does not appeal to Gen-z as it did their parents, and those before them. This integral part of the American jewellery industry was, for many years, a symbol of the American Dream and Old money ideals, the epitome of capitalism. However, to make money in the future Tiffany had to appeal to a younger fan base, unfortunately, they appear to have cheapened the brand. There are doubts whether Gen-z will be persuaded by a large corporations attempt to be edgy and cool, especially when that large corporation has represented a system in which many of the generation disagree with.
Joel Kaplan, executive creative director at MUH-TAY-ZIK / HOF-FER, when interviewed by marketing brew, said:
“Instead of standing for something, they took the more common approach of standing against something, their own history and tone. And to a younger buyer, being common is almost as bad as being ignored.”
This sentiment completely explains the issues with this new campaign, Tiffany is denouncing old-fashioned ideals. Yet, the brands history is embedded in a classist culture, and a very old fashioned mindset. Instead of recognising this, Tiffany and Co took the easy way out, a classic rebel against the parents’ narrative. Nevertheless, any publicity is good publicity, and once all the controversy dies down, only time will tell if this stunt was a profitable move for Tiffany and Co, or, whether the brand will die with the mothers they denounced in this campaign.
Pictured Audrey Hepburn 'Breakfast At Tiffany's' 1961
'NOT YOU MOTHER'S TIFFANY' campaign
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