The new pop-up “represents an innovative approach to Parisian shopping and a forward-thinking vision of experiential retail,” read a statement from Anthony Ledru, CEO of Tiffany & Co. Upcoming themes include the collection of Botanica fine jewelry; female designers including Elsa Peretti, the longtime jewelry designer who died last year; as well as various holiday themes. “The love story between Tiffany & Co. and Paris has lasted nearly 200 years, from the earliest moments of the house’s history. The new Parisian pop-up store is a modern embodiment of this important relationship,” he adds.

After renewing part of the product assortment, “pop-ups can be a shortcut to excite consumers – the store on Avenue Montaigne is a good example of this”, explains Luca Solca, senior analyst at the management firm and Bernstein research. “The Tiffany store network needs significant repositioning and upgrading. This will take time as Tiffany must regulate its capital expenditures and exit unsuitable locations as leases expire. In Paris, the existing Tiffany stores are located on Avenue des Champs-Elysées, next to a pharmacy, and on Rue de la Paix. Tiffany is also present in the department stores Le Bon Marché, Galeries Lafayette and Printemps.

Indeed, LVMH’s playbook when rebuilding a brand often includes refreshing the in-store experience. “Following communications and products, we expect the brand to roll out a massive store redesign plan, which includes evaluating locations and introducing new formats,” said Mario Ortelli, general manager of the luxury consulting firm Ortelli & Co. Tiffany’s iconic flagship in New York. Fifth Avenue is currently undergoing a massive renovation with LVMH’s architect of choice, Peter Marino, handling the interior. The reopening is scheduled for the end of the year.

Tiffany’s new management team has also “intensified its focus on product novelty and communications to drive desirability and visibility,” notes Thomas Chauvet, luxury goods analyst at Citi. Richemont, which owns rival Cartier, responded by increasing marketing spending in the second half of its fiscal year “partly due to the full reopening of stores in key markets, but also due to increased competition in the retail sector. jewelry”.

Still, Tiffany is a “very American brand” that needs to get attention and traction outside the United States, adds Bernstein’s Solca, despite growth there. Also on Tiffany’s schedule is an exhibition at London’s Saatchi Gallery in affluent Sloane Square in west London for the summer, titled “Vision and Virtuosity” featuring 400 objects, including archives and new pieces from fine jewelry.

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