Is Tiffany's brand strategy genius or madness?

This week we’ve been wondering about: What’s driving Jacquemus’ success? Is Tiffany’s brand strategy genius or madness? And what’s it like riding the waves with Quiksilver.

Jacquemus is taking the fashion industry by storm – here’s how…

The brand that is everywhere right now – Jacquemus. Like Virgil Abloh, the founder Simon Jacquemus is a self-taught designer that defies the status-quo. It’s a brand that was slightly under the radar. Very much for those in the know. Coveted by the fashion elite of Kylie Jenner, Bella Hadid and Posh Spice. Until now. Seemingly stepping out into the limelight, it’s living its best life. Becoming the breakthrough brand of 2022. But what’s driving their sudden rise to fame?

This is a brand that plays to the tune of social media. Jacquemus focuses on creating iconic fashion moments. A social media phenomenon, on average the Instagram hashtag #Jacquemus is used 2,300 times per day. The brand breaks the internet with their fashion shows. Creating the ‘most Instagrammable runway shows of all time’ back in 2019 they set their bar high. It’s also a brand that’s on the pulse with it’s product placement. Hot Pink vending machines popped up at European Fashion Weeks – in closed-lipped locations with secret collections. A recent collaboration with Nike cemented their status as leading the ‘New Luxury’ revolution.

This is a brand that not only knows how to play the game – and they are winning it. The brand with the fastest digital growth in the world right now and rumoured to be breaking into beauty later this year – this is a one to watch. And probably one you should tap up for your next collaboration (royalties welcome 😉).

A deep dive into Tiffany’s controversial brand transformation…

Arguably the most iconic jewellery brand in the world – Tiffany & Co has been undergoing a brand and business transformation as of late. Recently acquired by the LVMH group, they are trying to replicate the success of brands like Louis Vuitton - who successfully managed to appeal to a younger audience all whilst maintaining their luxury positioning.

This has seen Tiffany’s in-house teams put a lot of effort and investment into rejuvenating the brand. This is most evident in the new art direction style of their latest ad campaigns - highly fashionable, yet powerfully reductive adds some much-needed freshness and edge to the brand. But in this era of brand transformation, it’s almost like their marketing, brand partnerships and retail teams aren’t talking to each other. Or is there more going on than meets the eye?

It all started with a controversial ‘Not your Mother’s Tiffany’ campaign which made headlines for all the wrong reasons, by alienating their existing audience. They then partnered with Beyonce and Jay-Z for a campaign ‘About Love’. Seemingly Tiffany thought a 60 year old rapper and his wife, whose marital problems are all too public, is the way to appeal to Gen-Z?! Again this made headlines – but those headlines included  ‘Tiffany’s marketing conundrum…’. Then last week they opened a new pop-up in Paris. Located on one of the richest and most exclusive shopping streets in world, it included an archive room emphasising the brand’s links with the French Crown Jewels. Given that the French Monarchy came to a very brutal ending and is a very evident anti-establishment mood of Gen-Z (and a resurging anti-collonnial mood), this too raises questions.

But maybe raising eyebrows is their strategy. If it is, then their killing it. It’s a brand that’s defying all the odds, named as one of Interbrand’s fastest growing brands in 2021. So in 2022 - is controversy the new consistency for brands? Is ‘breaking the internet’ now more important than building relationships?

This week we’re celebrating Quiksilver’s new retail concept

Quiksilver’s newest store is located in Hossegor, heart of surf, sea and sun.

Our goal was to create a global blueprint for this iconic lifestyle brand’s retail concept, one which could last and resonate with the various tribes of Quiksilver’s community.

We designed an experience far beyond the transactional, creating a sense of adventure to inspire a new generation of shoppers. A space that embodies the heart of Quiksilver, rich with heritage and content from the brand archives – bringing brand stories to life via digital projections.

The stores' flexibility fosters a community – being less densely merchandised, the space creates the opportunity to host events such as a signing session with athletes, placing Gen Z at the centre of surf culture.

Case study coming soon..

Want to talk Brand Transformation? Email Sam at sam@checklandkindleysides.com.

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