The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The tie-up with two of America’s biggest superstars comes as Tiffany attempts a brand refresh, following its acquisition by LVMH.
Harper’s Bazaar first announced the news in its September issue, which starred Beyoncé on the cover. In the editorial accompanying the written feature, the American multi-hyphenate is styled wearing Tiffany jewellery and broaches. Since LVMH took over the jeweller, it has undergone an executive reshuffle and has begun experimenting with its marketing approach, a signature of the LVMH acquisition playbook. Most recently, its “Not Your Mother’s Tiffany” campaign created a stir among both customers and marketing insiders.
Learn more:
Unpacking Tiffany’s Contentious New Ad Campaign
The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.
Often left out of the picture in a youth-obsessed industry, selling to Gen-X and Baby Boomer shoppers is more important than ever as their economic power grows.
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The brand’s scaled-back Revolve Festival points to a new direction in its signature influencer marketing approach.
Brands selling synthetic stones should make their provenance clear in marketing, according to the UK’s Advertising Standards Authority.