In 1837 Charles Lewis Tiffany opened the first Tiffany&Co boutique on Broadway. The founder
will be called the Diamond King.
Currently, the brand sells jewelry and watches aimed at both male and female audiences, household
items, glasses and perfumes.
Market positioning is rooted in the emotional bond between the consumer and the brand and is
reinforced by cultural references, cinema and testimonials.
Opening the famous 'Blue box' we discover a world characterized by desires that finally come true,
by uniqueness, elegance, craftsmanship and love declined in all its forms and free of prejudice.
As can be seen from the reviews, most customers continue to buy Tiffany&Co jewelry for the
world they evoked, for the aesthetic value and not so much for the quality of the product. This is
especially true of the 'Return to Tiffany' line.
Compared to the competitors Bvlgari, which together with Tiffany&Co is part of the LVMH group,
and Cartier the brand markets lines (e.g. the aforementioned one) with more affordable prices.
This figure represents, on the one hand, a strength because it allows to address a wider audience; on
the other hand it becomes a point of weakness since according to some experts the factor of
uniqueness is less. The three competitors compete mainly in the sector of rings and wedding rings
for engagement and wedding.
However, analyzing the data of the Google Trends platform, it emerges that compared to
competitors Tiffany&Co boasts much more research and online sales.
In addition, Tiffany&Co is one of the most famous brands and searched through the Google
browser in China, especially in Hong Kong. It also boasts a record of research in the Singapore
area.
The analysis, relating to the last six months, shows that the official website has reached three and a
half million visits, 74.30% of which are users from the USA.