Tiffany changes Creative Director: via Francesca Amfitheatrof, arrives Reed Krakoff. What will change?
Earthquake at Tiffany’s. Breakfast, this time, is for Reed Krakoff, new chief artist officer. Simultaneously resigned Francesca Amfitheatrof, design director of the brand since 2013. A sudden lightning? Maybe. Because the changing of the guard takes place after one year not particularly positive for sales of American brand. Krakoff, who was also the creative mind of Coach and Ralph Lauren, already collaborated with Tiffany since last year for gift collections, home and accessories. Now, however, he will have in hand all the creativity of Tiffany. The direction of Francesca Amfitheatrof came up against a market that, according
many, has lost its attractiveness for Millenials. For two years the store of Tiffany have marked sales rather gray, mitigated by the statement given in the fall, but that relates to China and Japan. In contrast, sales of jewelry with blue boxes are stagnant in the United States, area that is more than 50% of group turnover. Even the legendary store in downtown New York has suffered this year due to the proximity of the Trump Tower, became the target of opponents of the new occupant of the White House: the store for that fell by 14% in November and December. Now for Tiffany it is the turning point.
