Tiffany and Supreme have signed on to the brand since its acquisition.
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The 20-second clip, which Tiffany posted to Instagram on Nov 7, features a male model in a white T-shirt and pearl necklace sitting in front of the camera. As the camera zoomed in, the viewer's eyes finally settled on the pearl necklace: a silver oval pendant, supposedly inscribed with the words '925'and 'Supreme New York,' hung from the bottom of the white pearl necklace. It should be noted that the male model in the video is none other than Sean Pablo, the star professional skier of the Supreme snowboarding team. Not only that, But Supreme also released the cryptic short video at the same time; However, neither brand gave a specific caption at the bottom of the video, with what appeared to be a silver chain attached. Tiffany and Supreme have been rumored to be working together for nearly two months, but the two brands have remained tight-lipped. This time, the two released the same promotional material on social media at the same time, confirming the rumor that they are working together. On Nov. 6, DBJ (DropsbyJay), a blogger dedicated to Supreme's new collection, revealed on social media that tiffany's first collaboration with Supreme will feature a variety of items, including heart necklaces, clear pearl necklaces, star bracelets, tiffany box stickers, and more, that fully reflect the signature traits of the two New York brands. DBJ also revealed that the official launch date of the co-branded product is November 11, limited to 12 weeks. However, this joint cooperation launched the full picture of the commodity, listing time and shop sales channels? It will be announced after the official announcement. The tie-up between Tiffany and Supreme is so tantalizing that even the latest product announcement is so revealing that it has captured the imagination of both the industry and consumers. 'Please tell me (the cooperative product) is a necklace, not an NFT product,' said one social media user. To poke fun at Tiffany and Supreme's secretive marketing strategy. There's no denying that after the stunt, there was already a lot of curiosity about Tiffany's first collaboration with Supreme; In addition to getting a first look at the collection, people may also be wondering if tiffany's collaboration with Supreme will lead to a frenzy of queues. In fact, it's the 'drop' model that Supreme has perfected so well. The 'drop' model refers to the periodic release of new products by a brand with a small number of products and limited distribution channels. This creates a sense of urgency for consumers to shop. Even though they know that these products are not difficult to manufacture, they will take the initiative to queue up for new products in brand stores because of the scarcity of these products. The 'drop' pattern first appeared in Japanese street style labels such as Goodenough and A Bathing Ape in the 1990s, but it is Supreme in New York that has taken it to the next level, making it known as the 'ancestor of fashion.' Inspired by streetwear brands such as Supreme, many fashion and luxury brands have adopted the drop model for their new products in the past few years, including Gucci, Burberry, Louis Vuitton and Alexander Wang. The 'drop' model is regarded as one of the means for the transformation of the time-honored high-end brands. This mode requires the brand creative director or designer to break the new seasonal restrictions and launch in a new mode every month, which can enhance the frequency of communication between the brand and consumers and thus increase the frequency of consumers' re-purchase. However, the 'drop' mode does not require the brand to advertise on traditional media channels, but to rely on social media communication, which is particularly beneficial for the brand to build a long-term and active community culture. The last time Supreme teamed up with RIMOWA to successfully use the drop model was for high-end German luggage brand RIMOWA. In October 2018, RIMOWA, 120, teamed up with Supreme to launch a $1,600 co-branded suitcase that went from sale to sold out in 16 seconds. The luggage was officially announced by the brand on social media only three days before it went on sale, but it was a huge hit. If you look back at the RIMOWA brand at that time, it has a lot in common with Tiffany now.
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In 2017, French luxury goods company LVMH bought RIMOWA for 640 million euros and appointed Alexandre Arnault, the second son of chairman and CEO Bernard Arnault, to head the brand. Under The leadership of Alexandre Arnault, RIMOWA has embarked on a series of youth-oriented reforms, including the launch of a new visual identity and a collaboration with Supreme. Four years on, Alexandre Arnault has become number two at Tiffany, overseeing the company's product and communications business after it was acquired by LVMH. At the beginning of 2021, LVMH Group officially completed the acquisition of Tiffany with 15.8 billion DOLLARS. Jiemian has reported that LVMH immediately began to reform Tiffany, including parachuting new management to Its New York headquarters. This included the appointment of Anthony Ledru, former executive vice president of global commercial activities at Louis Vuitton, as CEO of Tiffany. Alexandre Arnault will serve as executive vice president. Throughout 2021, Tiffany will carry out a comprehensive reform. In terms of products, Tiffany launched 'Charles Lewis Tiffany', the first male engagement ring product line in history, and focused on the development of jewelry products made of gold and rare gems, as well as advanced jewelry products. In terms of marketing, on the one hand, Tiffany actively expanded and enriched the brand spokesperson team, and announced the Chinese young actor and singer Yi Yangqianxi, Rose, a member of the South Korean girl group Blackpink, skier Gu Ayling, pop superstar Beyonce and many other celebrities at home and abroad to promote the brand. On the other hand, Tiffany's advertising strategy has also changed. Tiffany has ended a 30-year tradition of advertising in the Daily print edition of the New York Times and is instead placing ads in its digital pages. This shows that Tiffany, under Alexandre Arnault, is more focused on digital channels, and digital marketing and social media have become the brand's current front.
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