LUXURY – IDENTITY, BRANDING & POSITIONING WORK BY – SALONI TANDON BRAND CHOSEN – TIFFANY & Co.
BRAND OVERVIEW • American luxury goods brand • Tiffany & Company was founded in 1837 by 25year-old Charles Lewis Tiffany and John B. Young. • Set up as a ‘stationery and fancy goods’ store, it then sold no jewelry.
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Jewelry became a part of their brand in the 1840s.
• Headquarters – New York • Trademarked signature blue in 1998
• Famous for diamond and sterling silver jewellery
BRAND PERSONALITY • Personality: Youthful, Energetic, Full of Surprise
• There is no denying that the brand personality established by Tiffany & Co. is ‘Sophistication & Classy’. • It’s not easy to become known as one of the worlds most prestigious jewelry brands, but through clever marketing and targeting, Tiffany & Co, have people all across the globe lusting after one of their little blue boxes. This brand has successfully established itself as being sophisticated, elegant, and upper-class, with a timeless and charming personality. • The personality adopted by Tiffany’s is everything their customers also aspire to be, so it makes their brand relatable and allows them to sell their jewelry at a high price point.
• This also gives their customers a sense of exclusivity, as a Tiffany diamond is not something that everyone will be able to afford.
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This one of them most prestigious, high-end jewelry brand created a sophisticated and timeless persona. Its style is mentioned as, “timeless, luxurious, elegant, sophisticated; with the core idea and feeling of love, family, romance, and friendship.”
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Brand values & celebrates true love in the forms of friendship, kinship and romantic relationship. The film Breakfast at Tiffany’s, starring the legendary Audrey Hepburn, further enhanced the feeling that a piece of jewelry from Tiffany is the ‘only one true love’.
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Tiffany is not only a jeweler but also a “dreamer”. It makes consumers reimagine luxury. It says jewelry can be modern, youthful and unpretentious.
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Through Tiffany’s continuous innovations, the brand elevated sterling silver to luxury status and, more importantly, broadened the possibilities of how a jewelry brand can be part of our daily life—in fact every American carries a Tiffany design in their wallets. That’s because the Great Seal of the United States appearing on the dollar bill was re-designed by Tiffany in 1885.
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Tiffany’s collections are anchored in the jeweler’s philosophy of ‘everyday luxury’—the idea that even the most exceptional designs can have a day-today sensibility.
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Commonly luxury brands stand for status, ostentation, preciousness, but for Tiffany, “it’s all linked to special moments of your life”.
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Tiffany focuses on discovering and exploring how jewelries better connect with consumers’ personal lives. Jewelry is not only a ceremonial gift, it also could be a gift for yourself, offering you courage and confidence, freedom and hope, and all about expressing your personality.
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Tiffany is a timeless soul embedded with trendy smart ideas.
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The brand has always been sensitive to new trends, striving to bring surprises to consumers who desire freshness and novelties in its unique way.
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As younger generations are now the leading force of luxury purchase worldwide, a series of smart storytelling has become Tiffany’s best branding effort to keep up with the Millennials.
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VERY POWERFUL VISUAL IDENTITY- Tiffany has made women all over the world long for one of the little blue boxes. A key element in Tiffany's success and brand personality is their instantly recognizable shade of blue, which is used consistently throughout their website, social media, packaging, and promotional material. This color evokes a sense of desire amongst their target market because of the ‘sophistication’ it elicits. What started out as just a color has become something iconic.
4CS
“TRUE LOVE GROWS”
SIX CHARACTERISTICS OF A LUXURY BRAND
PRICE
$10 million Tiffany Anniversary Diamond ring
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Buying a piece of Tiffany jewelry isn’t just about purchasing a beautiful piece of jewelry, you are also purchasing a brand. A place where not only you buy a piece of jewelry but you are purchasing an experience.
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The cost of a brand new Tiffany engagement rings can start at $1,500 with extravagant rings costing well over $100,000.
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Tiffany Legacy Bracelet – $470,000 Tiffany Legacy Necklace – $845,000 (cannot be purchased without the legacy bracelet) Tiffany Ring with an Important Diamond – $2.1 Million Tiffany Anniversary Diamond ring - $10 million
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The company registered an annual turnover of 4 billion USD in the year 2017.
QUALITY •
The First American company to adopt the British silver standard of using only metal that was 92% pure, Tiffany received international recognition when it won the grand prize for silver craftsmanship at the 1867 World’s Fair, Paris
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The company won a gold medal for jewelry and the grand prize for silverware at the Paris Exposition in 1878, gaining them the International reputation that they continue to hold and grow to this day.
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Tiffany & Co. prides themselves in their craftsmanship for diamonds and their settings. They also happen to be GIA certified, considered of better quality and some of them have made history
The 4Cs Every diamond, like a human fingerprint, has certain distinguishing characteristics. The 4Cs—color, clarity, cut and carat weight—are the globally accepted standards for assessing the quality of a diamond. At Tiffany, they only accept 0.04% of the world’s gem-grade diamonds.
We never say something is good enough. It has to be the most beautiful in the world.”
—Paul Domiciano, model maker
AESTHETICS •
Tiffany and Co. Tiffany T collection has a minimalist aesthetic.
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Creating a modern and streamlined look, perfect for any occasion.
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Much of the brand potency also lies in Tiffany’s prominent “Blue Box,” which is beautifully coated with the hues of a robin’s egg and crowned with a slim white ribbon. The ensemble has grown to become an international symbol of distinct style and epitomize the very elegance that Tiffany pours into each offering.
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It is known to all that Tiffany has strong passion towards discovering rarest gemstones as well as exquisite craftsmanship, but what really distinguish Tiffany from its rivals are the legendary style, bold artistry and innovative designs.
SYMBOLISM •
“Tiffany has turned its distinctive shade into an international icon of elegance and sophistication,” said Laurie Pressman, vice president of the Pantone Color Institute.
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Each piece of jewelry, symbolically packaged in a blue box and tied with a white bow, encapsulates the brand’s unique diamond pieces, symbolic origin story, branded historical contributions and representations in culture.
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Besides the classic color, the iconic blue box has also enthralled the whole world with its style, sophistication and unparalleled design. The unique gift box is not like any other gift box that can be sold alone, you can only have it if you purchase a Tiffany
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An Iconic Heritage
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Producing Trophies for the Biggest Sporting Events
RARITY •
Discovered in the Kimberley diamond minds of South Africa in 1877, the Tiffany Diamond (as it is known today) is one of the largest yellow diamonds ever discovered. The yellow diamond was purchased by Tiffany & Co. founder, Charles Lewis Tiffany, in 1878.
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It was cut from its original hefty weight of 287 carats to a dazzling cushion-shape that tipped the scales at 128.5 carats. Kunz used an unprecedented 82 facets, surpassing the usual 58-facets for a brilliant cut, to ensure the diamond sparkled beautifully.
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This priceless yellow diamond is symbolic of a heritage based on the highest standards of quality and design excellence. These standards have made Tiffany & Co. one of America’s great institutions, a worldrenowned jeweler with over 300 stores worldwide.
EXTRAORDINARINESS •
Tiffany & Co. revolutionized engagement rings in 1886, the Tiffany® Setting, was a radical change; Charles Tiffany introduced the six-prong setting which raised the diamond above the band and allowed an incredible amount of light to pass through the diamond and increase its brilliance. And while other jewelers have since introduced their own iteration of this trademark setting, the Tiffany® Setting remains the most popular engagement ring setting.
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TIFFANY, the color and word mark TIFFANY BLUE and the design and work mark TIFFANY BLUE BOX, amongst other names and symbols, are trademarks of Tiffany and Company and its affiliates.
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They take pride in their diamonds and want only the most luxurious. They boast that 99.96% of the world’s gem grade diamonds are rejected. They are very picky!
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The 823SH Tiffany phone is designed with 18.34 carats, splendid platinum panel adorned with 535 diamonds that has made this phone unique and worth million yen. This beautiful and royal looking phone comes with a huge price of ¥12.98 million. The phone bearing the precious stones are only 10 in number.
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Every American carries a Tiffany design in their wallets. That’s because the Great Seal of the United States appearing on the dollar bill was re-designed by Tiffany in 1885.
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Blue Box Café to enjoy dining in this dreamy cafe, you need to at least make a reservation 6 months ahead of time. Yes, it is that popular.
STRENGTH Powerful visual identity Rich History Exquisite Designs Association with the rich and famous High Product Quality Branding Broad offerings and huge product portfolio High level of customer satisfaction
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Inability to move from its conventional mindset Lack of appeal for millennial Limited success outside core business No experimentations with authentic crafts.
SWOT
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WEAKNESS
OPORTUNITY • • • •
Growth potential for Asia Trying and including out traditional arts and crafts Growth in men’s luxury Growth in internet sales
THREATS • • • •
Competition Change in cost of diamond. Reduction in raw material supply Online retailers
BRAND DIVERSIFICATION
THE BLUE BOX CAFE •
In 2017, the brand opened its very first Blue Box Café at its Fifth Avenue flagship store, enabling you literally to “have breakfast at Tiffany’s”. Following the young and modern style of the New York store, this Blue Box Café opened two more stores within the following 2 years, the last one in Shanghai even provides desserts inspired by Tiffany’s jewelries (e.g. Diamond Cheese Cake).
STYLE STUDIO •
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The Tiffany & Co. Covent Garden Style Studio is contemporary and innovative, offering a fresh perspective on the shopping experience. A store concept like no other for the brand, the Style Studio is designed to inspire and encourage creative interaction and play. The new store celebrates self-expression, welcoming style conscious shoppers to discover their own vision and create unique, imaginative jewelry looks with unexpected combinations.
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Watches include Diamond Watches Men’s Watches Women’s Watches Patek Philippe & Tiffany Tiffany CT60 watches Tiffany Cocktail Watches Tiffany East West Watches Atlas Watches Tiffany Metro Watches
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GIFTS Her/Him Baby The Couple The Home Anniversary Gifts Birthday Gifts
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Jewelry Collection Tiffany Now Tiffany Metro Tiffany Yellow Diamonds Tiffany Soleste Tiffany Keys The Atlas Collection Tiffany Celebration Rings Tiffany Victoria Tiffany Infinity Tiffany T Tiffany Hard Wear Return to Tiffany Tiffany Paper Flowers
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Tiffany Celebration Rings Couple’s Rings Wedding Band Sets Men’s Wedding Bands Women’s Wedding Bands Engagement Rings
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Home and Accessories Frames Decorative Accents Decorative Boxes and Trays Desk Tea and Coffee Barware Tableware Textiles Cuff Links Key Rings Money Clips Eyewear Leather Goods
Fragrance • Tiffany eau de parfum • Tiffany lotion • Tiffany shower gel
NOVELTIES AND GAMES
BRAND EXPANSION • The diving of the brand into other arenas apart from jewelry such as: fragrances, tableware and luxury home goods, led to the expansion of its collection. • The brand expanded not only its collection, but also its stores. They spread to different parts of the world. As of 27th March, 2020; Tiffany & Co. operated 326 stores all across the world. The maximum being in the Unites States followed by the Asia-Pacific region. • Tiffany & Co. announced its plans to enter the Indian market through a joint venture with Reliance Brands Limited. They set their foot into India with the opening of a store in Delhi in January 2020 and plan on doing so in Mumbai as well.
Tiffany & Co. Is the Surprise Winner of April Fool’s Day
CHIKANKARI: AN INDIAN EMBROIDERY FOR THE ROYALTY • Chikan work is something that will always remain in vogue. Delicate and artfully done hand embroidery, it is a reflection of the rich heritage. • It’s not loud, not flashy, not glittery, but shines of its own aura, its own style. • Chikan work is timeless. The beauty and appeal of chikankari is simply unbeatable. • The history of ‘chikankari’ is as royal as it is • “Chikankari, the delicate, traditionally white-on-white embroidery, was originally done by hand on Muslin cloth. There are several theories associated with its origin in India. The most plausible one is that it came from Persia, brought to the Mughal courts in India by Persian nobles. It was patronized by Nur Jahan, the wife of Mughal emperor, Jehangir, who ruled in the 17th century. Eventually, it became a favorite among Mughal nobility.” • “Chikankari embroidery is a pristine beauty. It is delicate shadow work that is refined and impossibly elegant, but also time-consuming process and laborious to produce.
CHIKANKARI STITCHES • Taipchi: A long running or darning to form the outline of the chosen motif • Bakhia: or shadow work has two kinds: ulti and sidhi. • Phanda: Millet-shaped stitches used to make flowers and patterns like grape vines • Murri: rice-shaped minute stitches • Jali: Normally worked by tearing apart the threads of the cloth and preparing minute buttonhole stitches • Keel kangan: is used to enhance floral motifs and butties • Hool: is a fine detached eyelet stitch. Worked with six threads it forms the heart of a flower • Zanzeera: A small extremely fine chain stitch, it is used to finally outline the leaf/petal shapes after one or more outlines have been worked • Turpai and Darzdari are also significant in chikan work.
BOARDS
MOOD BOARD
THEME BOARD AND COLOR BOARD
PRODUCT SKETCHES
LEARNING DIARY
FINAL PRODUCT AND SPECIFICATIONS-
D = 5mm
3 cm
DIMENSIONS
D = 3 mm W = 2.6 mm L = 4mm 4mm 1 cm
1.8 cm
CENTRE - KEEL WITH KANGAN 4mm
D = 3 mm
10.6 cm 4 cm
PETALS – TAIPCHI and SEEDHI BAKHIYA
1.3 cm
MUKAISH – 0.5 mm
2 cm
CUT – ROUND BRILLIANT SETTING - BEZEL SET
CUT - BAUGETTE , SET - BEZEL SET chikankari embroidered patch set in sterling silver plate
DIAMONDS CUT AND SETTINGS
CUT – ROUND BRILLIANT SETTING -4 PRONGS SURFACE SET
NAME OF STONE – AQUAMARINE CUT – ASCHER SETTING – PRONG SET
CLOSURE OF EARRING ( LA POUSETTE BACK CLOSURE)
SETTINGS OF STONES
FITTING OF CHIKANKARI EMBROIDERED PATCH TO STERLING SILVER PLATE
FINAL LOOK
PACKAGING
THANKYOU
REFRENCES • https://www.bebrilliant.com/be-brilliant-blog/2014/10/07/tiffany-co • https://theeyeofjewelry.com/tiffany-co/tiffany-co-news/when-it-comes-to-pricing-why-is-tiffanyjewelry-expensive/ • https://www.mbaskool.com/brandguide/lifestyle-and-retail/3403-tiffany-and-co.html • https://journal.media-culture.org.au/index.php/mcjournal/article/view/1153 • https://www.tiffany.com • https://brandtiffanyandco.wordpress.com/qualitative-brandpersonificationandobituary/ • https://www.labbrand.com/brandsource/going-deeper-than-the-buzz-open-the-magical-worldof-tiffany • https://www.adachikan.com/blog/the-art-of-stitching-lucknow-chikankari-stitches/ • https://luxurionworld.wordpress.com/2018/08/19/the-intricacy-and-delicacy-ofchikankari/#:~:text=Lucknow%20is%20known%20for%20many,'tehzeeb'%20(etiquette).&text=Th e%20history%20of%20'chikankari'%20is,best%20known%20textile%20decoration%20styles.