Tiffany & Co. is seeing major changes in its marketing mechanisms. The jeweler’s first tides revision by LVMH MoÃ«t Hennessy Louis Vuitton is felt in the public positioning and advertising of the company.
WWD has learned that after more than 30 years, Tiffany recently discontinued its daily print advertising in The New York Times. The jeweler’s trusty ad had appeared in the top right-hand corner of page three every day, a premium placement that was essentially eye-level as soon as readers turned the page of the newspaper’s cover. Tiffany is said to have published her first advertisement in the New York Times in the late 1800s.
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Tiffany re-evaluates its advertising strategy under the leadership of Alexandre Arnault – who previously had pivoted Rimowa’s marketing strategy towards primarily digital purchases. Tiffany is reportedly continuing her relationship with The New York Times with almost similar spending, only on a primarily digital front. There are also plans for more impactful print advertising packages. A Times spokesperson did not respond to requests for comment.
It comes as Tiffany refines her posts, especially on social media where the jeweler’s account now takes on a significantly less corporate tone. A new emphasis is placed on the jeweler’s rich archives and more enterprising designs. Arnault himself also opened his personal account on social networks for questions and comments as he directs Tiffany in a new direction.
Tiffany’s marketing creation is now headed by Ruba Abu-Nimah, whose vast connections within New York’s underground creative realm should create a more avant-garde brand image.
No doubt Abu-Nimah’s eye was involved on the set in New York on Tuesday where aspiring actress Anya Taylor-Joy was photographed for Tiffany’s first campaign under LVMH watch. Paparazzi photos show Taylor-Joy strolling arm-in-arm with model Alton Mason along Fifth Avenue, not too far from the Tiffany & Co. flagship.
In the photos, the actress wears a gold necklace cast to look like two cables entwined in a knot. Matching earrings and rings indicate that these designs are part of a new commercial collection to be launched in the coming months. Taylor-Joy has been taking the virtual tours of the award show at Tiffany & Co. jewelry this year, but it’s unclear if she signed on as an official brand ambassador. A spokesperson declined to give details of the collection and the campaign, but confirmed the shoot was for Tiffany.
Either way, it looks like the expense is being incurred at Tiffany – which LVMH says is a high priority where the company “will devote all of our resources,” Jean-Jacques Guiony, chief financial officer of LMVH said on Tuesday. during a call about the company’s first quarter results. With the arrival of Tiffany, sales of LVMH’s jewelry and watchmaking division more than doubled.
âIt will take years to do what we want to do with this brand from a distribution, merchandising and marketing perspective. It’s a lot of work. We are committed to doing it. We are optimistic that with the strength of the brand, we can achieve our goals, and we will report them as they unfold, âadded Guiony.