Tiffany

REGENT UNIVERSITY LONDON
EUROPEAN BUSINESS SCHOOL

MA Luxury Brand Management
LBM701 & LBM702 :
Leading and Managing the Luxury Business & Developing Luxury Brands
Nikita Richards
Serena Gossain

March 13th 2015
Kamilla Ismailova
S00806778

Summary

The report examines the brand identity of Tiffany & Co in order to comprehend the underlying reason behind the global success of the company. In order to main this position the Tiffany has decided develop a new product range along with the openings of three new stores in an attempt to preserve the global position of the brand.
This report draws attention to the 8 pillar of luxury to justify the reasons behind launching a range of products designed by a celebrity, as well as explain the endorsement powers of using a celebrity to promote new products. A consistent believer of Tiffany and a public figure selected for this purpose was Sarah Jessica Parker, who will launch a new line of fashion jewellery.

In order to find a new location for a new retail representation the net sales of each region was viewed. From this India, Belgium and Qatar were thought to be the most suitable regions. This was followed by a PESTEL analysis of each country to justify its suitability for the brand and creation of the highest consumer sales.

Contents
Introduction: 4
Brand Identity: 5
Store Location: 8
India: 8
Belgium 9
Qatar 9
Conclusion 12
References: 13

Introduction:

“Since 1837, the masterpieces of Tiffany & Co. have defined style and celebrated the world’s great love stories” (Tiffany & Co, 2015).

Tiffany & Co (Tiffany) is a worldwide company with a huge market. Its four product segments are, from largest to smallest: fashion jewellery, engagement jewellery and wedding bands, statement jewellery, and non-jewellery accessories, a small category which includes timepieces, leather goods, china, crystal, and fragrances. The aim of

References: Bain & Company, (2015). Global Diamond Report 2013: Journey through the Value Chain - Bain & Company. [online] Bain.com. Available at: http://www.bain.com/publications/articles/global-diamond-report-2013.aspx [Accessed 13 Mar. 2015]. Bloomberg.com, (2014). Tiffany Reports Solid Third Quarter Results - Bloomberg. [online] Available at: http://www.bloomberg.com/article/2014-11-25/auNBlXRRXCHg.html [Accessed 13 Mar. 2015]. Cowen & Co, (2014). Tiffany & Co. Valuation Methodology And Risks. New York: Cowen & Co, pp.8-21. European Commission, (2015). Belgium - European Commission. [online] Ec.europa.eu. Available at: http://ec.europa.eu/economy_finance/eu/countries/belgium_en.htm [Accessed 13 Mar. 2015]. Globaledge, (2015). Qatar: Economy >> globalEDGE: Your source for Global Business Knowledge. [online] Globaledge.msu.edu. Available at: http://globaledge.msu.edu/countries/qatar/economy [Accessed 13 Mar. 2015]. Jain, C. (2012). A TREND ANALYSIS OF EXPORT PERFORMANCE OF GEMS & JEWELRY INDUSTRY IN INDIA. INTERNATIONAL JOURNAL OF ENGINEERING SCIENCES & MANAGEMENT, 2(2), pp.170-174. Kim, S., Lee, J. and Prideaux, B. (2013). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, pp.131-145. Macquarie, (2014). Tiffany & Co. USA: Macquarie, pp.12-14. Mark Young, S. and Pinsky, D. (2006). Narcissism and celebrity. Journal of Research in Personality, 40(5), pp.463-471. Rath, P. (2008). The why of the buy. New York: Fairchild Books. Roy, I.S., 2007, Worlds Apart: nation-branding on the National Geographic Channel, Media, Culture, & Society [e-journal] 29(4) Available through: SAGE Journals. Ryman, A., Does Qatar Need a Country Brand?, Grow, [online] Available at: <http://www.growqatar.com/admin/pdf/80fc63ce87b551b02c8ec1652b66f17b.pdf > S&P CAPITAL IQ, (2015) The World Bank, (2015). GDP growth (annual %) | Data | Table. [online] Data.worldbank.org. Available at: http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG [Accessed 13 Mar. 2015]. Tiffany.co.uk, (2015). The Tiffany Story | Tiffany & Co.. [online] Available at: http://www.tiffany.co.uk/WorldOfTiffany/TiffanyStory/ [Accessed 13 Mar. 2015]. Tiffany & Co, (2015). Tiffany & Co. Company Profile. [online] Available at: http://investor.tiffany.com [Accessed 13 Mar. 2015]. TRADING ECONOMICS, (2015). Belgium GDP Growth Rate | 1980-2015 | Data | Chart | Calendar | Forecast. [online] Tradingeconomics.com. Available at: http://www.tradingeconomics.com/belgium/gdp-growth [Accessed 13 Mar. 2015].