Tiffany & Co.’s Rebranding Efforts Are Making Loyal Customers Feel Angry And Alienated

Synonymous with the classic blue box, Tiffany & Co. is a brand that enjoys global recognition. 

But as young millennials and Gen Zs are spending more and more money on coffee and avocado toast instead of fine jewellery, its client base is getting older and older by the day.

To remain relevant and take Tifanny back up the luxury ladder, LVMH is adopting a rather controversial approach and completely revamping the brand to appeal to younger customers.

The latest campaign titled ‘Not Your Mother’s Tiffany’ is bold, grungy and irreverent. Gone is the classic aesthetic it has been known for all these years. 

But as many would have guessed looking at the posters, the new communication and cheeky tone isn’t sitting well with its old customers who have shopped from the brand for years.

A brand as big as Tiffany however surely doesn’t take uncalculated risks. With the new communication, it is hoping to attract Gen Z consumers into its stores, who will account for 45 per cent of global luxury sales by 2025. While the campaign does alienate older customers for now, Tiffany hopes that if young, fashion-forward customers begin to embrace the brand, older customers will come back into its fold too.