The company makes a significant effort to be recognized as the world's most respected designer as well as manufacturer, service provider, and a merchandiser of the finest jewelry. Other than its commitment in selecting diamonds that meet Tiffany's need, its professionally trained staff, classic ways of displaying products kept for long, store location in the "high street," signature "Tiffany Blue Box" packaging etc.
The company has since become a part of history with its long American heritage. However, the Tiffany brand currently runs the risk of losing its identity as a luxury brand as the company is perceived to be catering to two different segments.
While the brand still has many attributes that reaffirm its position as a luxury brand, there is confusion behind the Tiffany brand as the company also attempts to cater to a more accessible market with its line of silver jewelry.
Can the Tiffany brand successfully target two markets and maintain its position as a global luxury brand? Finally, the risks and contingencies, implementation strategy and the steps for brand evaluation will be considered.
Brand Analysis To ensure the optimal recommendation is made for the future of the Tiffany brand, it is important to understand key elements of the brand by analyzing the company, the competitive landscape, and the brand positioning. With a history of innovation e. This may be indicative of a strong product offering and opportunities for growth in all its segments.
As a result, it is difficult to define the current positioning strategy of the company. Appendix 1 displays several jewelry products currently available, and the difference in styling is evident.
These major differences could dilute the luxury associations of the brand. The company is also looking to leverage a smaller store format to expand its consumer reach through an increased number of smaller stores Datamonitor, Today, there are over 70 retail locations in the U.
Company stores are always located in luxury areas of urban centres to remain consistent with the luxury brand image. Traditionally, the majority of the advertising communications promoted one-time expensive purchases through emotional and aspirational appeals.
The core message around the brand was premium quality and service.Sep 03, · News about Tiffany & Co. Commentary and archival information about Tiffany & Co. from The New York Times. Tiffany & Co. sued Costco in for selling counterfeit engagement rings; yesterday, the courts sided with Tiffany.
A court date is set for October.
Costco, based in Issaquah, Wash., and Tiffany & Co., the holding company for principal subsidiary Tiffany and Company based in New York City, did not return requests seeking comment.
In Photos. The Mermaid London is a fantastic, landmark events venue in London. The perfect place for conferences, exhibitions, weddings and drinks receptions.
Tiffany & Co. couldn’t persuade enough customers to put a little blue box under the tree this holiday season. After a sluggish November and December — when sales fell 1 percent — the luxury jewelry chain cut its annual forecast today.
As one of the world’s leading premier jewelers, Tiffany & Co. follows a corporate policy to ensure its business practices help to preserve the environment and promote sustainability.