Luxury jewellery brand Tiffany & Co. just announced that K-pop star Jimin from the band BTS will be their new global brand ambassador. Jimin’s hiring is the brand’s latest move to attract younger customers and take advantage of how popular Korean stars are.
Why Jimin?
Jimin was chosen to be the brand ambassador due to his unique style and global influence. According to a press release, Tiffany & Co. aims to mark a new chapter with the intersecting worlds of music, art, culture, and luxury. Alexandre Arnault, Executive Vice President, Product and Communications of the company, said, “He embodies the energy, style, and sense of modernity that epitomise Tiffany & Co.”
This is not the first time the brand has appointed a K-pop star as a brand ambassador. In January, BLACKPINK’s Rosé was named brand ambassador with the launch of the brand’s Lock collection. The brand has seen the potential of Korean stars and how much younger people look up to them.
Tiffany & Co.’s Marketing Strategies
Tiffany & Co. is using various marketing strategies to reach its target audience. One of its strategies is to tap into the popularity of Korean stars. Korean culture is trending worldwide, and the influence of Korean pop culture, in particular, is significant among younger consumers. By appointing Jimin and Rosé as brand ambassadors, Tiffany & Co. is trying to attract younger consumers who are fans of K-pop.
Another strategy the brand is using is co-branding. In March 2023, Tiffany & Co. will launch co-branded merchandise with Nike. The star of the show will be the Nike x Tiffany & Co. Air Force 1, crafted in premium black suede with a Tiffany Blue swoosh. This partnership marks the first collaboration between the two brands and is part of the celebration of the Air Force 1’s 40th anniversary.
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Also, Tiffany & Co. has opened its first official online flagship store run by a third party in China. This store is on JD.com. With this change, Chinese customers can buy nearly 1,000 items from the brand, like jewelry, diamond rings, home goods, perfume, and more. The store also features items exclusive to JD, including the Return to Tiffany Lovestruck Pendant and Time for Speed Race Car Clock.
The appointment of Jimin as Tiffany & Co.’s new global brand ambassador is part of the brand’s latest move to attract younger consumers and tap into the popularity of Korean stars. Tiffany & Co. is trying different ways to reach its target audience, such as co-branding and opening an official online store on JD.com. The brand is always coming up with new ideas and finding new ways to connect with its customers.
