The “austerity” word is all over the news at the moment – especially in Greece and other parts of Europe.
In Australia, governments at all levels are cutting back – saying they can’t afford “extravagance”.
I was keen to ask Chris about how brands associated with luxury are coping in this age where “extravagance” is a dirty word.
I had no idea where this discussion would end up. It starts off with a “newsy hook” and ends up like a movie screenplay – but what do you expect from a movie exec!
With lessons for luxury brands on how they can learn from the Tiffany’s experience, the discussion moves from austerity to aspiration – to how to wash away the guilt of aspiration – to Chris’s own dramatic story about why he is such a fan of Tiffany’s.
I encourage you to follow the twists and turns – the Tiffany’s story has a good ending. (So Hollywood!)
For Chris, his connection with and loyalty to Tiffany’s not just about the value of the product but about the value of trust and how Tiffany’s treated him at the start of his “relationship with the brand.”
I can’t resist the word play – I call it Chris’s Tiffany’s epiphany. Enjoy!