20-8-2019
Tiffany, who has sold traditional accessories for men like money clips, cuff links and rings historically will launch first men jewellery collection, Tiffany Men’s in October to attract millennial shoppers and boost sales.
The almost 100 designs all brainstormed by Tiffany’s chief artistic director Reed Krakoff will range in price from about US$200 to US$15,000 for jewellery, and up to US$75,000 and beyond for men's home furnishings and accessories like cocktail shakers and beer mugs. The debuts will get its own floor space in Tiffany’s 300 stores worldwide. New York flagship is opening an area in this fall called The Vault exclusively for showcasing high-end men’s watches.
“[Men] still see Tiffany as a female-based proposition, just because of its heritage and even things like the colour of the boxes,” said Neil Saunders, managing director of research firm GlobalData Retail. Despite receiving criticisms, Krakoff said: “We have a captive audience.”
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