Marketing of Tiffany

 Marketing of Tiffany Article


The luxury products industry quickly rebounded pursuing the United States economic depression in 2001, partly because of the increasing pattern of middle-income American consumers demanding luxury at every level. Within the luxurious industry, the jewelry sector is usually largest with global retail sales amounting to $150 billion.

Tiffany & Co. (" Tiffany”) currently holds the leading location within the charms industry with a 19 percent share of the $50, 000-plus jewelry sector. Tiffany recognized the developing number of consumers demanding extravagance at mid-level prices and decided to use this trend to its edge by appealing to these middle-income Americans. Tiffany did this kind of by adding less expensive items to their collection, which includes further sterling silver, which appeals to youthful women for instance a items retail for as little as $100.

With 2002 income of almost $190 million, experts believe Tiffany's earnings will continue to increase through upcoming store expansion, which administration hopes to increase by 5% annually. This would total 173 worldwide shops by the end of 2007.

Upon recognizing the strength of it is brand and the image their blue box portrays, Tiffany also strategies to continue starting new product lines, using the growing popularity of marketing among charms consumers today.

However , effortlessly Tiffany's current success, several analysts worry that the company may water down its extravagance brand graphic with its efforts to make the green box attainable to the lower end. Tiffany, therefore , must focus on assuring the affluent customers that the top quality of its products and support has not reduced even though its brand is becoming more affordable.

This kind of research pitch discusses the fine jewelry sector within the extravagance goods sector, focusing on Jewelry & Co. 's (" Tiffany”) placement among the high-class competitors and superb consumers. The paper commences with a review of the extravagance goods sector and current trends inside the specific sector of fine jewelry. The file progresses simply by describing the organization structure of Tiffany, particularly the company's goods, financial situation, retail outlet operations and plans for expansion, key publics, brand image, and marketing strategies. The proposal includes an in-depth analysis of Tiffany & Co. is actually position among luxury goods consumers, together with the primary question of how Jewelry will maintain steadily its elite image and leading position inside the jewelry marketplace while attempting to expand their consumer basic.


The luxury products industry, together with the rest of Many economy, endured in 2001 following the Sept. 2010 11 disorders. However , according to J. P. Morgan analysts Melanie Flouquet and David Wedick (2004), the luxury goods market is recovering very well in the weaker revenue growth skilled that season (p. 4). In the 1st quarter of 2002, store sales increased 0. six percent from 2001 (Kato, 2002, ¶11). Consumers' quick return to high-class purchases displays the somewhat addictive characteristics of luxury goods (Flouquet & Wedick, 2004, g. 15).

However , according to Louis Cona, publisher of Vanity Fair, " There will always be a luxury consumer, and they'll carry on and spend whether there are battles or disorders or whatever” (Case & Anderson, the year 2003, ¶7). Tax cuts, value wealth, and job market conditions also benefit upper-income individuals, who would be the primary high-class goods customers (Flouquet & Wedick, 2004, p. 1).

At the same time, the exclusivity of luxury products in America is definitely declining. Within an age of mass affluence with easy access to credit (Brown, 2002, ¶5), luxury items are becoming cheaper (Horovitz, 2003, ¶13). Likewise, with a 50 % rise in home income within the last 30 years, People in the usa have more cash to spend upon premium items (Fiske & Silverstein, the year 2003, ¶16).

Relating to Arnold Brown whom writes intended for Across the Board (2002), recent studies show more than three hundred and fifty, 000 U. S. homeowners have a net...