Allie Piazza | Yang Gao | Allie Rogers Tiffany & Co. Allie Piazza | Yang Gao | Allie Rogers

Q: Who is Tiffany, anyways? A: NO ONE. SHE’S NOT REAL. WHO IS THE REAL TIFFANY?!

FOUNDERS Meet Charles Lewis Tiffany & John B. Young AKA the real ‘Tiffany’

HISTORY Started by Charles Lewis Tiffany & John B. Young Opened in New York in 1837 with just $1,000 Won the 1867 Paris World Fair grand prize for silver craftsmanship In 1886, introduced the engagement ring of today Today, over 200 stores worldwide

THE PRODUCT Said to be, “inspired by the natural world, which they interpreted in patterns of simplicity, harmony and clarity” Customers have included, “Vanderbilts, Astors, Whitneys and Havemeyers” as well as President Lincoln and President Roosevelt.

THE STORES Bright Spacious Luxurious SoHo store Chandeliers Mother-of-pearl magnolia design Curving, lacquer walls

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TARGET MARKET SEGMENTS Two markets Gift Givers Gift Receivers Consumers are ages 20-35 who already own luxury items Top grossing periods occurs during special occasions Christmas, birthdays, weddings

TOP COMPETITORS Pandora Fastest growing retailer of unique jewelry Blue Nile Largest online retailer of diamond in the United States Cartier Harry Winston Piaget

SWOT ANALYSIS

STRENGTHS Strong Brand: Understand their target market and what they want to portray about themselves as a company which provides a clear brand image Commitment to the brand Have their own patented color, “Tiffany blue” Tiffany box recognized universally

STRENGTHS (continued) Relevance Tiffany’s quality and pricing match Consumers respect Tiffany’s products Tiffany has enabled the company to emerge as a prominent player in the jewelry and special retail segment

STRENGTHS (continued) Strong direct selling Multiple distribution strategies Offers more than 3,500 products online Even silverware! Catalog mailing and US internet lists in fiscal is around 3.2 million US mail, telephone or internet orders

WEAKNESSES Limited product range Difficulty reaching emerging economies Finances Lower return-on-profit margins Declining cash flows Counterfeit items rising Stock value declining

OPPORTUNITIES Increasing online sales More retail stores in Asian market Singapore as a luxury retail hub

THREATS No. 1 threat: Apple Competition from other channels Consumer values have changed Economic slowdown Competition from other channels Online jewelry retailer (e.g. Blue Nile). Profusion of imitations (including counterfeits)

THREATS (continued) Internal threats Star designer retirement Diversification and low-priced products will reduce brand image

THINGS YOU DIDN’T KNOW Tiffany & Co. started as a stationary company in 1837 Involved with war and the white house Provided flags during the civil war Designed a set of china for the white house Designed the Super Bowl Trophy Sales people have specialized in bow tying Most expensive cell phones in the world are made by Tiffany Tiffany Blue is patented

Sources http://luxehighlife.com/jewellery/the-world-s-top-10-jewellery-brands http://brandtiffanyandco.wordpress.com/brand-positioning/ http://brandtiffanyandco.wordpress.com/competitive-benchmarking/ http://www.thediamondauthority.org/7-things-you-didnt-know-about- tiffany-and-co http://iln.cite.hku.hk/com/1401/users/kyleung6/26191858.pdf http://www.meihua.info/today/post/post_1da4f1ad-1e81-486d-abba- f59f0b3be5d7.aspx http://setinthecity.files.wordpress.com/2011/04/tiffany-and-co-holiday- 2010-ad-campaign-291110-5.jpg http://www.sarahklassen.com/2010/11/tiffany-co.html http://fashionabecedaire.tumblr.com/post/9700632422/which-tiffany-co- love-story-would-you-rather-live

Sources (cont..) http://content.time.com/time/specials/packages/article/0,28804,2110513_21 10512_2110693,00.html http://mementomori-stock.deviantart.com/art/Vintage-woman-lily-Elsie- 21-185241748 http://press.tiffany.com/ViewBackgrounder.aspx?backgrounderId=33 http://www.chinnupdesigns.com/wp-content/uploads/2008/06/tiffany- winter07-cover.jpg http://www.architecturaldigest.com/shop/2012-12/tiffany-co-new-york- soho-boutique-store-article/_jcr_content/par/cn_contentwell/par- main/cn_pagination_container/cn_image_2.size.tiffany-co-store-01- h670.jpg