bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sections {
    value {
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      name
      id
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersCheckIsPostiesArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sections {
    value {
      name
      id
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sections {
    value {
      relatedNewsletters {
        ...helpersMassageToNewsletterItemNewsletter
        id
      }
      id
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on Section {
  name
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sections {
    value {
      entityId
      id
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
  ...helpersCheckIsPostiesArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesPage on Page {
  urlAlias
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_image_posties_article", "og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sections {
    value {
      name
      id
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
  ...helpersCheckIsPostiesArticle
}

fragment hooksTrackPageViewArticle on Article {
  entityId
  publishedDate
  headline
  sections {
    value {
      name
      id
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


sections

types

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

entityUuid

Jing Daily

When it comes to Tiffany & Co., two things probably spring to mind: Audrey Hepburn’s leading role in the film Breakfast at Tiffany’s and the brand’s robin egg blue packaging. Rather than having a signature product, the jeweller has relied on its trademark colour for its brand identity. So when the parent company LVMH’s recently adopted a vibrant yellow for Tiffany on April Fool’s Day, it was an unexpected jolt to say the least.
How to bling up like Golden Globe-winner Anya Taylor-Joy

When the jewellery house unveiled its bold new Acqua Di Parma packaging on Instagram, the internet went into meltdown mode. Then, a month later, it opened a pop-up store in Beverly Hills without any sign of the brand’s beloved blue. Instead, everything – from furniture to shopping bags – was resplendent in yellow.
This is only one of many transformations Tiffany has undergone since LVMH completed its purchase in January this year. In the C-suite, former CEO Boglioli was replaced by Louis Vuitton executive Anthony Ledru. Meanwhile, the former CEO of Rimowa and 28-year-old son of billionaire LVMH president Bernard Arnault – Alexandre Arnault – was appointed executive vice-president of communications and products.












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A post shared by Tiffany & Co. (@tiffanyandco)



Also of note, the brand announced it had made endorsement deals with celebrities like K-pop star Rosé from Blackpink, Chinese actor and singer Jackson Yee and British actress Anya Taylor-Joy (for its younger T Collection). Plus, it plans to revamp its 320 Tiffany boutiques worldwide and add more exclusive locations to its portfolio across Asia and Europe.
Tiffany recently joined LVMH’s Watches and Jewellery Division, where its stablemates include Bulgari, Chaumet, Zenith, Fred and Tag Heuer. The luxury group certainly waved its magic wand over the Italian jeweller Bulgari (acquired by the French conglomerate in 2011), doubling its revenue over the last decade. Now, we ask, is Tiffany on track for the same result?
The one thing LVMH and Tiffany & Co. have in common? China
Does a yellow Tiffany appeal to local Gen Zers?
In an era of seemingly endless possibilities, from cross collaborations to hi-tech installations, young spenders are constantly chasing the unexpected. The sudden change of brand identity is excitement to Tiffany fans, and this transformation is earning impressive online traction. While some netizens are questioning the new shade, the move has helped the brand look “cool” among Gen Zers. For instance, on Weibo, user @mingqixiao commented that “the yellow they used is very fancy”. It is well known that Gen Zers appreciate change.
However, Sally Maier Yip, managing director of the Chinese marketing agency 11K Consulting, points out that any branding changes must be considered first. “It’s not a wise decision to dilute that iconic heritage image of Tiffany, as this is what Tiffany is known for, and that is why people are buying it,” she said. A complete colour transformation could be highly risky for the brand.

A brand’s identity is weakest when in a transitional period, and this is where Tiffany now sits, precariously. At such a moment, ambiguous communication can easily mislead consumers. Jenny Zhang, strategy director at the cross-cultural marketing agency Tong, asks: “The problem is, during this transition time, what value will Tiffany hold in the market?”
“If it is a departure from the old, it must balance modernity and heritage,” she adds. Indeed, one of the biggest advantages of Western brands is their legacy – something few local players have. And as much as Gen Z loves change, they are also nostalgic for the past and have a deep respect for traditions, culture and heritage.
Gaga to Dior: 5 yellow diamond pieces for autumn
Tiffany’s choice of yellow has a story behind it: the LA pop-up store features the historic 130-carat yellow diamond bought by founder Charles Lewis Tiffany in 1878. Hence, the bold and fresh lemon-coloured pop-up can combine legacy with newness to cater to young spenders.
Given what is at stake, board executives will surely have a clear vision of what Tiffany & Co. will look like, so they can fully support and market that message. Even a temporary change may have exceptional outcomes when it comes to attracting a new demographic.
Who wore US$2 million in jewels at the Oscars? 13 blinged-out A-list looks
Can Tiffany expect further expansion under LVMH?
The jeweller’s merger with the world’s biggest luxury conglomerate is expected to accelerate its presence in the China market. According to a UBS survey, local shoppers there already see Tiffany as a go-to jeweller – second only to Cartier. Its solid fan base helped during the Christmas period, when the brand saw 50 per cent sales growth in the domestic market (online sales soared by more than 80 per cent).
To further boost these sales, Andrea De Santis, associate partner at McKinsey & Co., says that one of LVMH’s priorities should be “to redesign price points and assortments to get closer to new customers’ exigencies”. Tiffany’s entry-level silver line (with a price point starting at US$150) has helped attract lower-wealth customers. But as Chinese consumers become more sophisticated, Tiffany will need to develop higher offerings and retain its aura of exclusivity to attract local high net worth consumers because, in the long term, cheaper products might harm the brand’s prestigious positioning.

HSBC has found that China will more than double its number of millionaires over the next five years and boost the size of the middle class by almost half – increasing what should be Tiffany’s target consumer base. But the label will need to up its game to cater to this growing cohort of wealthy people. One way LVMH hopes to capture them is by focusing more on the precious gemstone and gold categories these demographics tend to favour. And, with access to the LVMH’s expertise and global supply chain, we should expect Tiffany to expand into new categories like Bulgari and Cartier did with leather goods, or via Arnault’s favourite offering: cross-brand collaborations.
These strategies will take time to implement and may not bring immediate growth, but visible results are expected over the next five years, at least. The conglomerate undoubtedly has the patience and resources to attain its vision. In a video message to employees, chairman and CEO of LVMH, Bernard Arnault, confirmed this when he said: “We will [also] prioritise Tiffany’s long-term desirability over short-term constraints.”
What jewellery brands did A-listers rock at the Golden Globes?
Will it pay off in China?
Undoubtedly, Tiffany has the potential to grow in China, thanks to LVMH’s local market partners and expertise. But to stay relevant, Zhang suggests it must be a forerunner in China, like how “Cartier was one the first luxury jewellery brands to live-stream on Taobao.”
The local market has many shopping festivals and channels, but brands do not necessarily need to be present in them all. Tiffany could gain more by celebrating less conventional occasions while still aligning with their own brand identity, which would put the luxury maison in an interesting spot.
And although the colour change is expected to be temporary, it’s worth remembering that a brand’s packaging should never be more eye-catching than the product. More worrying, Tiffany lacks a statement product that is as recognisable as its blue box. These “go-to pieces” are especially needed to acquire new buyers, as a hero product can tap more demographics and increase brand recognition.

Still, the creation of iconic pieces is time-consuming, and needs consistency and impressive marketing effort. A good example is Burberry’s “Bojie” project, which saw it collaborate with young artists to create online art installations related to its Olympia bag.
Why did Meghan wear Princess Diana’s jewellery for the Oprah interview?
The LVMH/Tiffany alliance is a clear win-win scenario for both parties. LVMH has further strengthened its supremacy in the US$285.1 billion luxury sector, while Tiffany is now predicted to dominate its closest rival, Cartier. “I have no doubt they will succeed, as they know the spaces and the partnership,” states Zhang.
Indeed, if LVMH can provide Tiffany with the resources and expertise to accelerate its growth, the French conglomerate may pose a significant threat to its famous jewellery counterpart.
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Could Tiffany & Co. win over Gen Z by trading robin’s egg blue for yellow? LVMH’s jewellery brand takes on Cartier in China

Tiffany & Co.’s yellow pop-up in Beverly Hills, a sign that the April Fool’s switch to yellow from the brand’s classic robin’s egg blue was more than just a joke. Photo: Tiffany & Co.

Audrey Hepburn in the 1961 film, Breakfast at Tiffany’s. Both the jeweller and Givenchy, maker of the dress worn in this scene, now belong to luxury conglomerate LVMH. Photo: AP Photo

Rosé from Blackpink in a Tiffany campaign. Photo: Tiffany

LVMH chairman and chief executive, Bernard Arnault, presents the group’s 2019 results at LVMH headquarters in Paris in January 2020. Photo: AFP

The Tiffany Yellow Diamond. Photo: Tiffany & Co.

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Audrey Hepburn is the unofficial OG face of the brand while new ambassadors include K-pop star Rosé from Blackpink, Jackson Yee and Anya Taylor-Joy
Cartier was one of the first jewellery brands to live-stream on Taobao while Burberry collaborated with artists for a campaign – how can Tiffany stand out?


When LVMH adopted a vibrant yellow for Tiffany instead of its signature robin’s egg blue on April Fool’s Day, it came as a shock – but could the switch win over Gen Z?
