Tiffany Goes Gaga, But Will New Line And Brand Ambassador Bring A Much-Needed Boost?
New York, NY—Tiffany & Co. this week released images from its new ad campaign featuring Lady Gaga and styled by the legendary Grace Coddington of Vogue and photographed by David Sims. In it, Gaga models pieces from the new Tiffany HardWear collection, including a graduated link necklace, a pair of triple-drop earrings, and an 18k wrap bracelet. And instead of a slab of meat or any other of her usual theatrical getups, Gaga wears a classic black turtleneck or white shirt to highlight the jewelry.
The jeweler teased the new campaign during the Superbowl, just prior to Gaga’s halftime performance. The line—one of the final designs by former Tiffany creative director Francesca Amfitheatrof before she was replaced by Reed Krakoff—will bow in Tiffany stores worldwide on April 28.
18k earrings, $2,500, and sterling silver medium wrap bracelet, $975, from Tiffany's new HardWear collection that bows later this month.
Before taking the helm as creative director, Krakoff was hired as a design collaborator for the brand’s accessories, ex- jewelry and watches. He took over as creative director on February 1 of this year. One week later, CEO Michael Kowalski took back the helm from Frederic Cumenal, who stepped down following a series of missteps in both product and pricing that led to a 4% year-on-year decline in sales. In addition to HardWear’s blend of classic/industrial design, the jeweler is hoping that Gaga as a brand ambassador will resonate with both Millennials and self-purchasing women—two critical customer segments the jeweler alienated by jacking up the prices of its popular silver collection by as much as 400% over the past decade.
The long-form of the new TV spot is already on Tiffany’s YouTube channel. Click here to watch.
Gaga also talks about jewelry and its meaning in a behind-the-scenes interview while she filmed the Tiffany campaign. Click here to watch.
The Taxman Cometh To Amazon.com
Seattle, WA--Amazon.com may still leverage its behemoth size to offer lower prices, but one advantage it won't be giving shoppers is a tax-free sale. As of this month, Amazon shoppers in any state that has a sales tax will have to pay it on Amazon purchases as well. The only five states where the e-tail giant remains tax free are those with no sales tax at all: Delaware, Oregon, New Hampshire, Montana, and Alaska.
Jewelers of America, which for years has been lobbying Congress to pass laws requiring online retailers to collect sales tax, hailed the e-tailer's move but says the playing field still is far from level and tipped in favor of online retailers. "It’s just one step in what has been a years-long process,” JA president and CEO David J. Bonaparte told JCK magazine in this report. “Even with Amazon’s decision, the competitive landscape remains tipped in favor of online retailers. We will continue to push until sales tax fairness becomes the law of the land.”