The New York-based company certainly hopes so. The 180-year-old Tiffany in February featured the pop star in its first Super Bowl commercial to introduce its fashion jewelry Tiffany HardWear collection. The company, which will report its Q1 financial results on Wednesday, may give some sign of how the new collection has performed and give the troubled luxury retail industry another reading on how it’s connecting with consumers, in particular millennials.

Like many high-end retailers, Tiffany’s comparable sales have been falling. In Tiffany’s case, they have declined for two straight years. A stronger US dollar that affected some tourist spending and dented translated overseas sales (which make up more than half of the company’s revenue total) was only one of the factors.

The company also has blamed “macroeconomic and geopolitical challenges” that have affected luxury spending. For instance, in its top and home market in the US, Tiffany has seen lower spending by both US customers and foreign tourists. The company’s New York flagship on Fifth Avenue, adjacent to the Trump Tower, saw an 11% drop in sales last fiscal year before the decline slowed to a 7% drop in Q4.

Sourced through Scoop.it from: retail.emarketer.com