29 May '15, 1pm

Tiffany's has found the way to sell logo-emblazoned jewelry: quietly - Quartz #branding #luxury

In an era of fashion-logo fatigue , Tiffany’s decision last year to launch a new collection with logos all over it looked like a pretty bold move. But it seems to have paid off. The jewelry company’s T Collection, which features the letter “T” repeated in the form of chain-links, cutouts, and horizontally-topped cuffs, was its response to the problem evident in its earnings this time last year : The company’s high-priced bling was selling well, but its “fashion jewelry”—pieces with fewer, if any, gemstones , and prices averaging below $500—was doing sluggishly. Francisca Amfitheatrof, recently appointed as Tiffany’s design director, needed to get customers excited about the cheaper end of its range. She appears to have done just that. Customers have, on average, been spending more on the T collection than any fashion collection in the brand’s history, said Mark Aaron, the ...

Full article: http://qz.com/414624/tiffanys-has-found-the-way-to-sell-l...

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