https://www.washingtonpost.com/
Tiffany & Co. hasn’t had any trouble getting men to come shop for the ladies in their lives. Now the jeweler behind those iconic blue boxes wants them to stay and peruse … for themselves.
Tiffany is rolling out its first comprehensive jewelry line for men, the company announced Thursday, in a bid to attract younger shoppers and reverse declining sales. Come October, the collection will include nearly 100 designs, some of which will fetch prices as high as $15,000. Tiffany also plans to add home furnishings and accessories, such as ice tongs and beer mugs, with male customers in mind.
But retail experts say it could be a tough sell. The glitz and glamour of Tiffany has long been tied to feminine jewelry (along with Audrey Hepburn’s soft smile and bejeweled neck).
Rolling out masculine designs are one thing. But getting male customers in the door and with themselves in mind is quite another.
“[Men] still see Tiffany as a female-based proposition, just because of its heritage and even things like the color of the boxes,” said Neil Saunders, managing director of research firm GlobalData Retail. “It could be quite difficult for them to really persuade male customers that they have something to offer and that is relevant to them.”
For the rest of this article: https://www.washingtonpost.com/business/2019/08/15/tiffany-launches-mens-line-hoping-diamonds-are-dudes-best-friend/