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

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

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

4. 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

5. 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.

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

7. ADVERTISEMENTS

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

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

10. SWOT ANALYSIS

11. 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

12. 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

13. 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

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

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

16. 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)

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

18. 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

19. Sources
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20. Sources (cont..)
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