Tiffany & Co: Revitalizing an old icon

The case centers on the American fine jeweler Tiffany & Co and the brand revitalization efforts undertaken by its new owner, the French luxury conglomerate LVMH. The case begins with the description of Tiffany’s risky marketing moves in 2021, soon after the jeweler became part of LVMH, including the controversial “Not Your Mother’s Tiffany” campaign, which was heavily criticized for its ageist tone. The case then fast-forwards to the brand’s valuation and latest financial results from 2022, which indicate that the ‘shock & awe’ branding strategy seems to have succeeded. It poses the question of how the company managed to revitalize its brand and increase its value. The case continues with a description of the several moves the brand made in the period between 2021-2022 to revitalize the brand. The case closes with a question of how Tiffany should continue in order to surpass its rival, Cartier. The case is appropriate for Brand Strategy courses at the Master’s or Executive level.

Author: Sofia Kousi
Reference Number: NSBE 17-23007
Number of pages: 14
Publisher: Nova School of Business and Economics
Teaching Notes: Yes
Language: English
Price: 3,50