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Tiffany wants Gen Z. Is it moving too fast?

The LVMH-owned luxury jewelry brand has been in the process of reinventing itself to appeal to a younger generation of consumers. The latest high-profile collaboration with Nike had garnered $11 million MIV in five days but divided the opinions. Tiffany is one of the few American brands with legitimate heritage and it is important to test & learn without alienating existing customers.