Why do so many established companies (hello, Kodak) try to reinvent their brands when that is the path to their destruction. Innovate and connect. When Tiffany & Co. opens their new store I hope they park a Scion out front just because.

This year, the merchant aims to continue to broaden its base and gain jewelry market share with new fashion-forward stores built around pearls. Tiffany will create a brand name, not yet decided, for the edgier stores, and the first is set to open in the second half. The company believes a new brand will let it offer a broader range of styles and attract younger customers without pushing away loyalists.

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