Post by sakibkhan50 on Feb 27, 2024 5:28:37 GMT
OOT ("Out Of Home") campaign in New York and Los Angeles entitled " Not your mother's Tiffany ". All this just a couple of years ago, under the coordination of the new creative director Nathalie Verdeille . Natalie Verdeille, creative director Tiffany & Co. Nathalie Verdeille, creative director of Tiffany & Co. The campaign sparked great outcry and controversy from the brand's more traditional and consolidated audience, who saw in Tiffany a desire to distance itself from its previous image. And – consequently – by its regular customers. OOH campaign on the occasion of the Tiffany & Co. rebranding. “Not Your Mother's Tiffany” OOH campaign Then it was the turn of the “About Love” campaign starring Beyoncé and Jay-Z , one of the most influential couples on the global artistic scene. Beyoncé is the fourth woman in the world to wear the Tiffany's Diamond , dating back to 1877, as well as the first black woman to do so. Clear signal of the brand's desire to give space to inclusiveness and representation, in all its forms . About Love campaign on the occasion of the Tiffany & Co. rebranding. Tiffany & Co Instagram post from the “About Love” campaign And the hymn to love, increasingly inclusive and modern, goes hand in hand with the attempt to reposition the brand, involving two icons of the contemporary world and loved by a transversal audience .
Then, like Gucci, Tiffany also opted for collaborations with non-luxury brands in its rebranding strategy. One, very recent, is the one with Nike analyzed in this article on our blog. What drives a brand to rebrand? Luxury brands in the fashion sector have always been associated, in the minds of every consumer, with values such as exclusivity, prestige and high quality . Their products are distinctive, unique and Ecuador Mobile Number List niche . This is why they are called " status brands ", since they are often chosen to indicate one's membership status. And as such, they are displayed as a visual representation of that status. Luxury brand It's human to try to feel like you belong to a specific group , say senior researchers Lee and Watkins . This helps build self-confidence, and consumers want to feel approved and accepted by their target group. And the approval also comes through fashion. The corporate and stylistic identity of these brands is well defined and solid. And this makes them the best known and most recognized brands in the fashion sector, all over the world. The question therefore arises spontaneously: what drives iconic and famous brands, as in this case, to change? To run the risk of losing one's identity, one's target audience to follow an unknown and potentially dangerous path? Adapting to consumers of the present (and future) First of all, one reason behind a rebranding is the need to get closer to an evolving target, satisfying consumers' tastes which constantly evolve. We are mainly talking about younger and more influential consumers . According to recent studies, in fact, in 2025 Millennials - those born between 1990 and 1995 - and Generation Z - between 1996 and 2005 - will represent approximately 55% of consumers in the fashion/luxury segment . This entails a necessary change of direction for the most exclusive brands in the sector, which must adapt to the new expanding target by renewing their image and identity. Studying the market, in fact, means precisely this: analyzing current trends and predicting future ones.
In order to keep up with the changes and trends resulting from them. It is no coincidence, in fact, that brands such as Burberry and Balmain have modified their logos, opting for something more minimal. The younger generations prefer brands in which the logos are barely visible , or even completely absent: this way it is possible to customize their garments as they wish, without them being invaded by a "cumbersome" name or symbol. To survive, therefore, we must update ourselves and listen to the needs of a constantly evolving market, actively working on constantly updated and innovative communication. This way it will capture attention and confirm its relevance on the market. The arrival of a new creative director Often, however, a rebranding also coincides with the arrival of a new creative director in the fashion house. In March 2018 Burberry announced Riccardo Tisci as its new creative director, believing in his ability to transform the Burberry style, mixing streetwear and high fashion : the hottest trend in the sector in recent years. Riccardo Tisci, former Burberry creative director Riccardo Tisci, former Burberry creative director Balmain's rebranding , however, began in 2011 when Oliver Rousteing became its creative director at just 25 years old. And this choice was not random, obviously: he was close to the new target to reach , the younger one, and he knew what to do to capture their attention. Furthermore, he had a huge following on social media and this was a big plus for him. In fact, even for luxury brands, having a strong presence on social media has become increasingly important in today's digitalized era. It is an essential means of making yourself known to younger generations. How do you communicate a rebranding? The various brands mentioned have used a powerful tool to communicate their rebranding: social media. The use of social media Burberry, Gucci, Balmain and Tiffany are active on various platforms : Facebook, YouTube, Twitter, Snapchat, Pinterest and – above all – Instagram. Furthermore, Balmain is the first fashion house to have landed on TikTok : thanks to the contribution of Oliver Rousteing, it constantly works to intensify its social communication with its followers. In fact, they can take part in an immersive and all-encompassing experience of the brand on the platform , thanks to different types of videos present, including behind the scenes of fashion shows and fashion shows. Balmain TikTok profile Balmain TikTok profile In this way, the user can feel at the center of the Balmain universe and witness a more intimate and real narrative of the brand. Gucci, on the other hand, has consolidated its presence on Instagram , also creating exclusive filters on the platform that all followers can use. Furthermore, it is the first brand to have its own podcast. Gucci podcast on Spotify Gucci podcast on Spotify Tiffany & Co. also prioritized its Instagram profile to communicate its rebranding, as in the case of a video published to show the new “Not Your Mother's Tiffany” campaign , with a reference
Then, like Gucci, Tiffany also opted for collaborations with non-luxury brands in its rebranding strategy. One, very recent, is the one with Nike analyzed in this article on our blog. What drives a brand to rebrand? Luxury brands in the fashion sector have always been associated, in the minds of every consumer, with values such as exclusivity, prestige and high quality . Their products are distinctive, unique and Ecuador Mobile Number List niche . This is why they are called " status brands ", since they are often chosen to indicate one's membership status. And as such, they are displayed as a visual representation of that status. Luxury brand It's human to try to feel like you belong to a specific group , say senior researchers Lee and Watkins . This helps build self-confidence, and consumers want to feel approved and accepted by their target group. And the approval also comes through fashion. The corporate and stylistic identity of these brands is well defined and solid. And this makes them the best known and most recognized brands in the fashion sector, all over the world. The question therefore arises spontaneously: what drives iconic and famous brands, as in this case, to change? To run the risk of losing one's identity, one's target audience to follow an unknown and potentially dangerous path? Adapting to consumers of the present (and future) First of all, one reason behind a rebranding is the need to get closer to an evolving target, satisfying consumers' tastes which constantly evolve. We are mainly talking about younger and more influential consumers . According to recent studies, in fact, in 2025 Millennials - those born between 1990 and 1995 - and Generation Z - between 1996 and 2005 - will represent approximately 55% of consumers in the fashion/luxury segment . This entails a necessary change of direction for the most exclusive brands in the sector, which must adapt to the new expanding target by renewing their image and identity. Studying the market, in fact, means precisely this: analyzing current trends and predicting future ones.
In order to keep up with the changes and trends resulting from them. It is no coincidence, in fact, that brands such as Burberry and Balmain have modified their logos, opting for something more minimal. The younger generations prefer brands in which the logos are barely visible , or even completely absent: this way it is possible to customize their garments as they wish, without them being invaded by a "cumbersome" name or symbol. To survive, therefore, we must update ourselves and listen to the needs of a constantly evolving market, actively working on constantly updated and innovative communication. This way it will capture attention and confirm its relevance on the market. The arrival of a new creative director Often, however, a rebranding also coincides with the arrival of a new creative director in the fashion house. In March 2018 Burberry announced Riccardo Tisci as its new creative director, believing in his ability to transform the Burberry style, mixing streetwear and high fashion : the hottest trend in the sector in recent years. Riccardo Tisci, former Burberry creative director Riccardo Tisci, former Burberry creative director Balmain's rebranding , however, began in 2011 when Oliver Rousteing became its creative director at just 25 years old. And this choice was not random, obviously: he was close to the new target to reach , the younger one, and he knew what to do to capture their attention. Furthermore, he had a huge following on social media and this was a big plus for him. In fact, even for luxury brands, having a strong presence on social media has become increasingly important in today's digitalized era. It is an essential means of making yourself known to younger generations. How do you communicate a rebranding? The various brands mentioned have used a powerful tool to communicate their rebranding: social media. The use of social media Burberry, Gucci, Balmain and Tiffany are active on various platforms : Facebook, YouTube, Twitter, Snapchat, Pinterest and – above all – Instagram. Furthermore, Balmain is the first fashion house to have landed on TikTok : thanks to the contribution of Oliver Rousteing, it constantly works to intensify its social communication with its followers. In fact, they can take part in an immersive and all-encompassing experience of the brand on the platform , thanks to different types of videos present, including behind the scenes of fashion shows and fashion shows. Balmain TikTok profile Balmain TikTok profile In this way, the user can feel at the center of the Balmain universe and witness a more intimate and real narrative of the brand. Gucci, on the other hand, has consolidated its presence on Instagram , also creating exclusive filters on the platform that all followers can use. Furthermore, it is the first brand to have its own podcast. Gucci podcast on Spotify Gucci podcast on Spotify Tiffany & Co. also prioritized its Instagram profile to communicate its rebranding, as in the case of a video published to show the new “Not Your Mother's Tiffany” campaign , with a reference
