EDGY IS THE NEW ELEGANT – TIFFANY & Co HARDWEAR COLLECTION

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Tiffany & Co. has been synonymous with elegance over the years. Perhaps the strongest brand connection people have about Tiffany’s was created through the 1961 classic ‘Breakfast at Tiffany’s’ where the female protagonist, Audrey Hepburn was in total awe of the jewellery brand and the movie started with the scene where Audrey was having her breakfast outside the Tiffany store and admiring the collection on display from the window.

Hepburn-breakfast-at-tiffanysThe movie projected Tiffany & Co. as an integral aspect of the New York life and an emblem of elegance and indulgence. Indeed, it is remarkable to note that Tiffany & Co has managed to stay strong in the luxury sector given the fact that luxury jewellery sector  has been primarily dominated by French brands like Cartier, Van Cleef  and Arpels, Bucheron or the Italian brands like Bvlgari, Damiani and Buccilati.

Since ages, Tiffany & Co. has been on the top list of women looking for  engagement rings, wedding bands and high jewellery not only in North America but all over the world. The brand communication had been  primarily centered around the whole idea of sealing in your special moments of love with a ring from Tiffany & Co.d262891c5ec8bf508780f7c9ee8fe59e

Tiffany & Co. continued to play around with its brand image of love and elegance through its collections like the Tiffany T , Return to Tiffany, Tiffany 1837, Tiffany Infinity, The Atlas Collection and Tiffany Celebration Rings.

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These collections were a breath of fresh air from the traditional Tiffany designs and connected well with a younger and contemporary consumer with an evolved taste and aesthetics. The Tiffany women were elegant, classic, young, independent and very much in love. The collections were contemporary and traditional in their own way which was reflected in the heart shaped designs, the infinity ribbons. love bands etc. signifying the circle of love, the circle of life.

But the question was “Is the Tiffany lady just about love and elegance? Can’t she be beyond the mundane manifestations of elegance, class, youth, independence and compassion? Can’t she be eclectic and hard- headed? Will it make her less elegant? Can’t edgy be elegant???”

And then, the Spring/ Summer 2017 came when Tiffany & Co. launched its Hardware Collection to celebrate the Edgy Lady- The one who redefines elegance in its own way and does not restrict it within a limited vocabulary of words. She is different,she is bold, she is confident,  she is rebellious, she is independent, she is hard and she makes the world go GAGA over her with the edgy elegance she personifies.

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Who else could be a better choice of being the face of the Hardware collection other than Lady Gaga who is EDGY-ELEGANT in every way. The collection stays true to its roots by drawing inspiration from the architecture of New York like its previous collections and also taking cues from its 1971 unisex bracelet which is my personal favourite  from the entire assortment, no.5 in the image below.

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Its been over an year since the launch of this collection and now its available in diamonds also apart from gold and sterling silver providing a wide variety of options for the edgy ladies. The brand is yet to come up with a newer collection than the hardware but for now it is indeed doing wonders for the brand image of Tiffany & Co. and helping the brand getting newer customers who don’t subscribe to cliched elegance.

 

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Redefining Customer Experience: Burberry Flagship Store, Regent Street

Burberry is a British luxury fashion brand established in 1856 by Thomas Burberry. The brand, famous for its iconic trench coat is headquartered in London and has been defining the British way of life since 160 years. Few years back the brand launched its website called the Burberry World Live which not only showcased the brand’s merchandise but also featured the upcoming music artists in Britain. This website has three main components: The Art of the Trench, specifically focusing on the iconic trench coat; Burberry Bespoke, the high end products from the brands and Burberry Acoustic, videos of new and upcoming acoustic guitar artists from England.

Burberry World Live became very popular with consumers all over the world and boosted the sales and brand recognition of Burberry even more as many music lovers also browsed through the sites to check Burberry Acoustic and later started liking the brand too.

Keeping in mind the success of Burberry World Live, the brand decided to come up with a brick and mortar store which will a physical manifestation of its online website but at the same time reflects the heritage of the brand. Finally, on 12th September, 2012 Burberry opened a new flagship store in Regent Street, London.

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The store was housed in a heritage property originally built for Prince Regent in 1820 and it took two years of extensive renovations involving the best technicians and traditional British craftsmen to make this ‘heritage’ meets ‘high-tech’ store come alive.

At present Burberry Regent Street store is the most technologically advanced retail store in the world but at the same time it has managed to restore its vintage appeal. One can find bespoke blackened bronze lanterns, furniture, plaster work, timber paneling and flooring, traditional glass signage and self-supporting stone staircase. England’s finest craftsmen – from stone masons to cabinet makers have worked hard for over two years to enhance the building’s vintage charm.

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Apart from maintain  the historic appeal of the store, Burberry has used modern technology to pamper the customers with unique shopping experience often termed as ‘Retail Theatre Concept’.

The store has around 500 speakers and 100 screens including the tallest indoor retail screen in the world which is used to engage the customers through emotive brand content.

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Ramp shows at various fashion weeks are also presented live on the screen.

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There is a digitally enabled gallery and digital signage in all the floors. Apart from this the 44, 000 square foot space in the store has a hydraulic stage where music artists perform live every week.

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Since Burberry is famous for its trench coat, a dress worn usually during rains and  to give this monsoon  feel to the customers there often occurs sporadic digital rains in the store accompanied with thunderstorms supported by high quality speakers.

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The clothes in the stores are woven with microchips so whenever a customer tries on the merchandise the mirrors in the fitting room turn into screens to show how that particular piece was worn on the ramp show or how it was made by the craftsman. This engages the customer even more and is possible due the use of advanced RFID (Radio Frequency Identification) technology.

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In the kids wear section, low level tables are equipped with iPads loaded having drawing applications to engage the children. The sales staff in the store is equipped with iPads carrying applications which provide them a history about the customer buying history and preferences. This helps in providing a more tailored service to the customers and enhances customer service experience in a big way.

The Regent Street flagship store is the largest Burberry brand experience in the world set against a historical backdrop, the store is a pioneer in digital innovation and experimentation. Part event space, part innovation hub, part store, Burberry Regent Street creates a dynamic and luxurious new brand environment, with exclusive products, services and experiences.