Some say that logos in fashion are no longer in fashion, yet Tiffany & Co. with the launch of the new T Collections line proves the opposite. The numbers in the latest balance sheet presented by the American multinational say so, as explained well by the analysis by Jenni Avins in an article written for Quartz, the digital newspaper of economic news of the Atlantic Media group. Not that before the arrival of the new creative director Francesca Amfitheatrof, sales were bad, but the lower price range jewels, under 500 dollars, certainly did not make the big sales of past years, also afflicted by a dollar that was too strong. The stylist manager has the task of introducing innovations to reverse the negative trend. And so it was: the new bangles with two simple Ts and more generally the whole line were liked and a lot, since Tiffany customers are spending much more on the T Collection than on any other fashion collection ever made in the past according to what Mark Aaron, head of investor relations of the company, stated in a statement collected by the journalist Jenni Avins. Who notes how the peculiarity of this success lies in a very discreet design, sometimes to the point of not even being recognizable as a brand, for example in the necklaces and chain bracelets with links formed by thin Ts that are difficult to spot by an inexperienced eye. In short, a bold move that has borne fruit. And which, we at Gioiellis add, has been strongly supported and still is by a massive advertising campaign on all possible means of communication at a global level, from print to billboards to TV and on all social media, making the most of the engagement possibilities offered by technology.
