Explore the Tiffany and Co’s Marketing Strategy: Company Overview and STP Analysis

Updated on: May 14, 2024

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Tiffany & Co. a company with luxury and exquisite craftsmanship, has captivated hearts for over 180 years. From a humble “fancy goods store” to a global leader in luxury. This incredible rise is a direct result of their successful marketing strategies. In this article, we embark on a journey to dissect the intricate elements that have shaped Tiffany & Co.’s marketing success.


We will get into how Tiffany & Co. transitioned from its humble beginnings to a globally recognized luxury powerhouse and analyze the key strategies that have propelled the brand’s growth and solidified its position in the luxury market also explore how Tiffany & Co. has embraced digital marketing to connect with a broader audience and maintain its relevance in the ever-evolving digital landscape.


Before we delve into the
marketing strategy of Tiffany and Co. which we fully intend to cover, let us gain a little insight into the foundation of the company, its target market, and its digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Tiffany and Co – Company Overview

Marketing Strategy of Tiffany and Co - Tiffany and Co. Luxury Store

Tiffany and Co. is a luxury goods manufacturer international company, founded by Charles Lewis Tiffany in 1837 as a stationery and fancy goods emporium in Brooklyn, Connecticut. Tiffany and Co. have iconic status in the world of luxury. Tiffany and Co. has more than 9 product divisions other than jewelry which are leather, watches, tableware, decorative arts, stationery, crystal, water bottles, personal accessories, and many more. 

Presently, the jewelry chain has operations in the US, UK, Europe, Canada, South America,  Australia, and Malaysia. The jeweller makes almost 60% of their products from cheaper versions such as sterling silver, rose gold, and other non-jewellery products that are outsourced to contractors.

 

Quick Stats on Tiffany and Co
CEO Anthony Ledru (LVMH)
CMO Andrea Davey
Area Served Worldwide
Industry Jewellery, Sterling silver, Diamonds.
Market Share/ Revenue $4.4B
Vision “To be the world’s most successful and respected designer, manufacturer, and retailer of the finest jewelry.”
Tagline “Beautiful design makes a beautiful life.”

 

Current News about the brand

  1. Tiffany & Co. Announces It Is the Official Jeweler for Beyoncé’s RENAISSaNCE WORLD TOUR
  2. Tiffany & Co. Unveils Its Newest House Ambassador: Jimin of BTS
  3. Cartier sues Tiffany for ‘high jewelry’ trade secrets thefts in the US
  4. LVMH has a plan to revamp Tiffany and add more products

User Persona

Buyer’s Persona

Name:

Olivia Dubois

Place:

Paris, France

Age:

35 years

Profession:

Fashion Designer

Motivation

  • Luxury and Quality
  • Brand Heritage
  • Emotional Connection
  • Unique Design

Interest & Hobbies

  • Fashion & Design
  • Art & Culture
  • Travel & Exploration
  • Social Gatherings

Pain Points

  • Pocket Pinch
  • Stock Availability.
  • Counterfeit Products
  • Mass-Produced Jewelry
  • Limited Customization

Social Media Presence

  • Instagram
  • Pinterest
  • YouTube
  • Engages with the Tiffany & Co. community online, sharing her own experiences and seeking recommendations.

Marketing Strategy of Tiffany and Co

It is astounding how Tiffany & Co., a leading jewelry retailer, has maintained its exclusivity and high standards for over a century while constantly pushing boundaries in business. They go beyond simply selling luxury goods; they’ve created a unique and emotionally engaging purchasing experience that resonates deeply with their customers.
One key element of their success is their strong online presence.

By actively engaging with customers online, Tiffany & Co. has solidified its position as a highly visible and sought-after brand in the digital age.

 

Segmentation, Targeting, and Positioning (STP)

While women are a major part of Tiffany & Co.’s customer base, it’s not limited to pre-teens or middle-aged individuals. The brand also attracts well-to-do men. They offer a growing selection of men’s jewelry, including cufflinks, watches, and wedding bands.

Anyone who appreciates high-quality, timeless design and the exclusivity associated with the Tiffany & Co. brand can be a potential customer. The key traits of the target audience of Tiffany and Co. are luxury seekers who have a high disposable income and value luxury goods.

They are interested in fashion trends and see jewelry as a way to express their style. For many, Tiffany & Co. jewelry holds sentimental value, marking special occasions or milestones.

Tiffany and Co. positioned itself in the market by being the first one to start assisted self-service in the retail industry. It has been continuously rolling out new stores in most countries.

 

How does this brand use Digital Marketing in its strategy?

1. The Pinterest approach of Tiffany & Co.:

Recognizing its audience’s strong visual preference, Tiffany & Co. has cultivated a significant presence on Pinterest, boasting around 320.6k followers. They utilize this platform effectively by curating inspiration boards and showcasing its rich heritage and the emotional connection the brand evokes.

By constantly presenting visually pleasing content, they stay on top in the minds of their potential customers seeking luxury jewelry

Pinterest serves as a powerful tool to inspire purchases, with boards dedicated to specific occasions like weddings and anniversaries, making it easier for customers to find the perfect piece.

2. Social media:

Tiffany & Co. is a luxury jewelry brand that uses social media to reach its target audience. The brand has over 20 million followers on Instagram and over 10 million followers on Facebook.

Tiffany & Co.’s social media posts are aspirational and stylish, featuring photos of its jewelry being worn by celebrities and influencers. The brand also uses social media to run contests and giveaways and to connect with customers on a personal level.

In recent years, Tiffany & Co. has launched several successful social media campaigns. For example, the #TiffanyBlueBoxChallenge campaign encouraged people to share photos of themselves with Tiffany & Co.’s iconic blue boxes. The campaign was a huge success, with over 1 million posts being shared on social media.

Tiffany & Co. is also using social media to promote its new products and collections. For example, the brand recently launched a new campaign for its HardWear collection. The campaign featured photos of the collection being worn by celebrities such as Zendaya and Lady Gaga.

Tiffany & Co.’s social media marketing is effective because it uses a variety of channels to reach its target audience. The brand’s content is high-quality and engaging, and it is shared on a variety of online platforms. Tiffany & Co. also uses social media to create a more immersive and interactive shopping experience for customers. 

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But for now, let us continue to unravel the other marketing strategies of Tiffany & Co.

3. Influencer Marketing:

Tiffany & Co. employs influencer marketing as a strategy to engage its target demographic and showcase its products. The brand collaborates with a diverse range of influencers, encompassing celebrities, fashion bloggers, and prominent figures on social media platforms.

Tiffany & Co.’s approach to influencer marketing proves effective due to its ability to tap into a broader audience and establish connections with potential clients. When influencers share images featuring themselves adorned with Tiffany & Co. jewelry, it cultivates a sense of aspiration within their followers.

In 2019, Tiffany & Co. initiated a partnership with Beyoncé and Jay-Z for their “About Love” campaign, showcasing the couple adorned with Tiffany & Co. jewelry. The campaign garnered remarkable success. The subsequent year, Tiffany & Co. joined forces with Zendaya for their HardWear campaign, wherein Zendaya donned the HardWear jewelry collection, resonating remarkably with her fanbase.

Continuing their influencer collaborations, in 2021, Tiffany & Co. teamed up with Lady Gaga for their Tiffany T campaign. The campaign spotlighted Lady Gaga adorned with the Tiffany T jewelry collection, serving as a splendid commemoration of the brand’s 185th anniversary.

4. Brand Collaboration:

In late 2021, Tiffany & Co. surprised the fashion world with a unique collaboration with New York-based streetwear brand Supreme. This partnership resulted in a collection featuring some of Tiffany & Co.’s most iconic jewelry pieces, reimagined with the instantly recognizable Supreme Box logo. Notably, the collaboration replaced the traditional “return to Tiffany” tag with a unique “Please return to Supreme New York 925” inscription.

Launched in November 2021, the Tiffany & Co. x Supreme collection experienced a near-instantaneous sell-out, highlighting the immense power of uniting the fan bases of two distinct yet highly influential brands. This collaboration proved to be a successful example of leveraging brand partnerships to reach new audiences and generate significant buzz.

Marketing and Advertising Campaigns

  •  In July 2021, Tiffany co-introduced an all-time makeover campaign, a refreshing brand for the new generation of its consumer; Gen Z. The title “Not your mother’s Tiffany” was a statement of intent that ushered in a youthful and unfazed brand of dazzling diamonds and jewellery. However, this was vehemently objected to as people, especially older women saw this as alienation of its main brand and were therefore unsuccessful.

Marketing Strategy of Tiffany and Co - Campaign 1

  • Tiffany’s most recent campaign advertisement” About Love” was one of their most exceptional as it featured people’s most loved couple Beyonce and Jay-Z. It was basically an ad paying homage to Audrey Hepburn as Beyonce is seen sporting the same exotic piece of jewelry (The Tiffany Diamond)donned by Hepburn in the 1980 “Breakfast at Tiffany’s”. The message passed across was that of universal love among couples.

Marketing Strategy of Tiffany and Co - Campaign 2

  • Mothers are obviously not forgotten as Tiffany launches a new piece of jewelry in a magical turquoise box along with a beautiful poem to go:

“Thank You for Making Us Who We Are Today. Thank You for Always Lending a Hand. Thank You for Seeing the Beauty in Things. Thank You for Being on Our Side. Thank You for Making Us Laugh. Thank You for Being Bold. Thank You for Reminding Us the Sky’s the Limit. Thank You For Giving Us Life.”

Marketing Strategy of Tiffany and Co - Campaign 3

    • In April 2023, Tiffany and Co. unveiled their newest campaign for the Tiffany T and Tiffany Hardware collection. This new campaign features their house ambassadors actress Gal Gadot, pop icon Jimin from BTS, and model Zoë Kravitz. The ‘This is Tiffany’ campaign emphasizes the importance of being one’s unique self.

      It goes beyond showcasing the jewelry itself, focusing on how individuals wear and express themselves through Tiffany & Co. pieces. This campaign not only celebrates individuality but also joy and optimism bringing out the connection people have with the brand.

 

Top 5 Competitors of this brand

    1. Cartier: Renowned for its luxurious jewelry and watches, Cartier is a key competitor of Tiffany & Co. The brand’s exquisite craftsmanship, iconic designs, and longstanding heritage in the high-end jewelry industry position it as a formidable rival.
    2. Harry Winston: It is synonymous with rare and exquisite gemstones, making it a strong contender in the luxury jewelry market. With a focus on high-quality diamonds and impeccable craftsmanship, Harry Winston competes closely with Tiffany & Co. for discerning customers.
    3. Bulgari: Known for its bold and distinctive designs, Bulgari is a prominent competitor in the luxury jewelry sector. The brand’s fusion of vibrant colors, opulent materials, and innovative aesthetics attracts a diverse clientele, challenging Tiffany & Co.’s market presence.
    4. Chopard: Its reputation for crafting elegant and sophisticated jewelry, coupled with its commitment to ethical sourcing and sustainable practices, positions it as a notable rival to Tiffany & Co. Chopard’s emphasis on craftsmanship and responsible luxury appeals to a similar demographic.
    5. Van Cleef & Arpels: Renowned for its intricate and imaginative designs, Van Cleef & Arpels is a recognized competitor in the high-end jewelry landscape. The brand’s emphasis on creativity, exceptional gemstones, and storytelling through its pieces offers a distinctive allure in the market, competing alongside Tiffany & Co.
    6. Omega: Omega is a renowned Swiss luxury watchmaker known for its precision, innovation, and heritage. It is a major competitor of Tiffany & Co. in the luxury goods market, particularly in the realm of high-end jewelry and timepieces.

 

Example of a Failed Campaign Or Backlash from Viewers

Not Your Mother’s Tiffany” campaign sparks backlash

What was the issue?

Tiffany & Co. launched a campaign with the slogan “Not Your Mother’s Tiffany,” featuring bold posters displayed in major cities like LA and New York. However, this campaign backfired with millennials, who felt targeted and alienated by the messaging. They perceived it as an attempt to distance the brand from its traditional image and appeal exclusively to a younger generation (Gen Z) The brand did not publicly address the backlash, further fueling the perception that they were prioritizing a new audience over its existing customer base.

In short, the “Not Your Mother’s Tiffany” campaign failed to resonate with its intended target audience and instead created a negative image of the brand among millennials.

What backlash did the brand face?

They received a lot of backlash on Instagram and Twitter. A lot of users boycotting the brand sharing their thoughts on Twitter and commenting under their posts on Instagram.

On Instagram, the brand’s followers didn’t shy away from critiquing the push. A few particularly representative examples:

“As a mother who has spent the last 15 months working from home and homeschooling my daughters at the same time, I feel really offended by your campaign. Mothers all over the world have been hit particularly hard by the pandemic—I am not sure this is [the] right moment to diminish us (it obviously never is). If it wouldn’t hurt my husband I would take off my Tiffany’s wedding band and my Tiffany’s engagement ring right now,” Instagram user @drea_steiner commented.

“As a mum and older woman you’re saying you don’t need me as a customer anymore,” @mexwinder commented.

What did the brand do?

Tiffany & Co. did not publicly respond to the backlash against its “Not Your Mother’s Tiffany” campaign. However, the brand did quietly remove the campaign from its website and social media channels.

With this we end the elaborative marketing strategy of Tiffany and Co. Let us conclude our learning below from the marketing strategy of Tiffany and Co.

 

Digital Marketing Academic Challenge 2024 - DMAC

FAQs​

What is the advertising strategy of Tiffany & Co. ?

Tiffany & Co.’s advertising focuses on maintaining exclusivity through limited editions and high-quality products, building brand loyalty with emotional connections and exceptional service, and evolving with the luxury market through modern strategies, product diversification, and sustainability initiatives.

What is Tiffany & Co.’s target market?

Tiffany & Co. caters to affluent individuals, both men and women, who seek and appreciate luxury products and possess the disposable income to indulge in them.

What is the unique selling point of Tiffany & Co.?

Tiffany & Co.’s unique selling point lies in its top-tier design techniques and cutting-edge innovation. They don’t just follow trends, they create them with timeless pieces that stand out.

What makes Tiffany & Co. so successful?

Tiffany & Co.’s success lies in weaving emotional storytelling around exquisite designs and rich heritage, solidifying its position as a timeless and successful luxury icon.

What is the goal of Tiffany & Co.?

Tiffany & Co. demonstrates social responsibility through community engagement and strives for environmental sustainability, solidifying its commitment to positive societal impact.

Conclusion

For over a century, Tiffany & Co. has captivated audiences with its beautiful jewelry and exceptional service. They’ve consistently connected with their customers by offering high-quality products and exceeding expectations.

Adapting to the times, Tiffany & Co. has embraced digital marketing, staying active on social media and utilizing online platforms. This allows them to engage with customers and maintain their position as a leader in the luxury jewelry market.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

2 Comments

  1. Simran Maharjan

    This blog provides valuable insights on marketing strategy of Tiffany and Co.

    Reply
  2. Anubhav jain

    This blog provides valuable insights on marketing strategy of Tiffany and Co.

    Reply

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