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The box thrown by Tiffany & Co. It is part of the collaborations that sports brands do with luxury brands.
These tasks are part of the trends identified in the consumer in studies such as “China chic: the emergence of Chinese luxury brands”.
As the collaboration of Tiffany & Co. with Nikewe have already seen alliances of New Balance with Miu miu.
A silver box of Tiffany & Co. It is the last activation that the jewelry brand made of its alliance with Niketo celebrate 40 years of one of its popular models on the market.
Today there has been significant activity around social networks and an element that draws attention on these platforms has to do with the way in which brands have become involved with the market.
There is no doubt that valuable guidelines have been defined and with this, a practical exercise to understand the market has to do with the way in which brand value is detonated through a collaboration, before a consumer with a predisposition to consume high-cost products. , as revealed by a study titled “China chic: the emergence of Chinese luxury brands”.
Within this investigation, he found the reasons that Generation Z had to buy luxury products and found that 68 percent considered it as a self-gift; 61 percent did so because they considered themselves a fashionable consumer; 45 percent spent to boost their self-esteem 24 percent said they did it as part of their identity.
A silver shoe box
A shoe box made of sterling silver is the only thing missing from Tiffany & Co. in his most recent collaboration with Nikeproving that luxury can reach inexplicable extremes.
An iconic union between two legendary brands. The Nike/Tiffany Air Force 1 1837 shoebox was handcrafted by Tiffany artisans who employed age-old silversmithing techniques to bring this incredible sterling silver shoebox to life. Learn more: https://t.co/LVwN4TVy59 #NikexTiffany pic.twitter.com/p4QWlGVPub
—Tiffany & Co. (@TiffanyAndCo) March 7, 2023
The interesting activation of the box has resulted in a product weighing ten kilos with the logo of the jewelery brand inside the lid, as well as velvet at the base of the lid with the emblematic blue Tiffany & Co.
One of the details that make it look like a shoe box is a perforation that is on one side of it, a characteristic design element in this type of protective box.
The box is part of the launch of the Air Force 1, which has become a benchmark for being a special edition to commemorate 40 years of the famous shoe model, which is why these sneakers attract attention for being a design opportunity every more demanded in the market.
There is no doubt about the capacity that brands have reached in the market and how it is that increasingly important tasks in consumption have been defined, following a guideline, which is the importance of collaboration.
There is no doubt that creative resources have been established in the market that serve to understand what is worthwhile in consumption and, most importantly, how to do design to take advantage of this willingness of the consumer to make a purchase decision based on collaboration.
Regarding the design of the Tiffany & Co. silver box, it is known that it was manufactured in the jewelry firm’s Rhode Island workshop and as the brand has reported, the work of the box took about 155 hours. to be able to be manufactured and to be able to give it details like the popular Nike dove.
There are various sports brands that have collaborated with luxury brands to launch remarkable products in the market, where one aspect is transcendental to understand and that is the value that the consumer gives to these collaborations.
New Balance, for example, had the idea of collaborating with Miu Miu, an Italian brand that has become a favorite among consumers accustomed to this segment, whose high cost and design make working with New Balance an exceptional job of how manage to bring a high-priced brand to a massive showcase and how to do the same with a massive brand, taking it to a luxury showcase.
