‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu


On March 12th, 2022, the latest part of Tiffany and Co’s Not Your Typical City campaign was released on Xiaohongshu(小红书, Chinese equivalent of Instagram) – a selection of reels (short, entertaining videos) where global ambassadors individually share their opinions on New York City, dressed head to toe in the new Tiffany Knot Collection.  The under-30-second […]

Tiffany & Co. in China: Omnichannel marketing to target millennials

Tiffany & Co. in China

Tiffany & Co. officially entered the Chinese mainland market in 2001, but it didn’t open its own store until 2007. At present, China has become the second largest market for the Tiffany brand after the United States. In 2020, Tiffany’s quarterly report showed that although China’s sales fell 85% year-on-year in January due to the […]

The guide to a successful pop-up store in China

pop-up store in China

Pop-up stores in China A pop-up store is a short-term, temporary retail space that brands occupy. Regardless of whether the brands previously adopt a physical presence or not, it can be used for sales promotion purposes or for simply building connection with their existing and potential customers. Pop-up stores are usually designed or decorated creatively […]