Tiffany & Co. was founded in 1837 by Charles Lewis Tiffany and John Young in New York City. They began with a stationary store and later added jewelry and silverware. In 1853, Tiffany gained control of the firm and renamed it Tiffany & Co. Today, Tiffany & Co. operates flagship stores around the world, with its main store located on Fifth Avenue in New York City. The company generates most of its sales from high-end retail jewelry, maintaining a reputation for quality gems and craftsmanship.

1. Fashion accessories
Tiffany & co. case study
Mercadies Cochran
dr. j Kim
June 7th, 2015

2. IN 1837, CHARLES LEWIS TIFFANY AND JOHN YOUNG
ARRIVED IN NEW YORK CITY WITH A VISION TO
REDIFINE GLAMOUR AND STYLE AROUND THE WORLD.
they FIRST BEGAN WITH A POP UP STATIONARY STORE,
LATER ADDING JEWLERY AND SILVERWARE. (WICKELL, 2014)
iT WASN’T UNTIL 1853 THAT TIFFANY GAINED COMPLETE
CONTROL OVER THE FIRM AND RENAMED IT TIFFANY &
CO. (WICKELL, 2014)
Mission statement: to be the world’s most respected and successful
Designer, manufacturer and retailer of the finest jewelry. (FARFAN, 2014)
THE CHANEL GLOBAL headquarters: (tiffany, 2015)
TIFFANY & CO.
727 Fifth Avenue
New York, NY 10022
TIFFANY AND CO. HAS FLAGSHIP STORES ALL OVER THE WORLD FROM
AUSTRALIA TO HONG KONG. THE UNITED STATES FLAGSHIP STORE IS
LOCATED ON FIFTH AVENUE IN NEW YORK, NEW YORK. (TIFFANY, 2015)
Brief history of the company

3. Organizational structure of the company
and role of the parent company
“The company” is a publically owned company.
Its operating segments are as follows:
The company
Tiffany & co.
American regions Asia-pacific region JAPAN REGION EUROPEAN REGION
• 48% OF NET
SALES FOR 2014
• INCLUDES THE
UNITED STATES,
CANADAM
MEXICO AND
BRAZIL
• 24% OF NET
SALES FOR 2014
• INCLUDES
australia,
china, hong
kong, korea,
macau,
malaysia,
singapore and
taiwan
• 13% OF NET
SALES FOR 2014
• INCLUDES all
Japanese
department
stores and
free
standing
stores
• 12% OF NET SALES
FOR 2014
• INCLUDES Austria,
Belgium, Czech
republic, France,
Germany, Ireland,
Italy, the
Netherlands,
Spain,
Switzerland, and
the united
kingdom(Investor, 2015)

4. Organizational structure of the company
and role of the parent company
(Investor, 2015)
Through Tiffany and Co. the Company is engaged in
product design, manufacturing and retailing
activities.
The company’s long term objectives include:
• To increase store productivity
• To achieve improved operation margins
• To improve asset productivity and cash flow
• To maintain a capital structure that provides
financial strength and flexibility to pursue
strategic initiatives and allows for the return of
excess capital to shareholders.

5. Management structure of the company
NAME POSITION
Frederic Cumenal Chief Executive Officer
Ralph Nicoletti Executive Vice President and Chief Financial Officer
Jill Beraud Executive Vice President
Jean-Marc Bellaiche Senior Vice President- Strategy and Business Development
Victoria Berger-Gross Senior Vice President-Global Human Resources
Pamela H. Clous Senior Vice President-Merchandising
Leah M. Harlan Senior Vice President- Secretary and General Counsel
Andrew W. Hart Senior Vice President- Manufacturing, Diamonds and
Gemstones
Caroline D. Naggiar Senior Vice President and Chief Marketing Officer
John S. Petterson Senior Vice President- Global Operations and Customer
Services
(Investor, 2015)
Anisa Costa - President

6. STRUCTURE OF THE COMPANY’S BUSINESS
Retail: currently about 98% of all tiffany & co. sales come
directly from retail. This includes what is bought in
stores, online and through catalog
Wholesale: tiffany & co. gets less than 1% of their sales
revenue from wholesaling
Licensing: 1% of revenue is accounted licensing
(TIFFANY & co. annual report, 2014, PG 15)
Retail Wholesale Licensing

7. FINANCIAL PERFORMANCE OF THE COMPANY
OVER THE PAST FIVE YEARS
(TIFFANY & co. annual report, 2014, PG 36)
4.24
4.03
3.79
3.64
3.08
2.53
2.34
2.15
2.15
1.82
4.84
1.81
4.16
4.39
3.68
2015
2014
2013
2012
2011
NET SALES AND GROSS PROFIT IN MILLIONS, NET INCOME IN
THOUSANDS
Net Sales Gross Profit Net Income

8. All products by tiffany & co.
Engagement Jewelry Collections
1. Women's bands
2. Men's bands
1. Necklaces
2. pendants
3. Bracelets
4. Rings
5. Earrings
6. Charms
7. Brooches
8. Men's jewelry
1. Tiffany T
2. The Atlas Collection
3. Return to Tiffany
4. Tiffany 1837
5. Tiffany enchant
6. Ziegfeld collection
7. Tiffany keys
8. Tiffany celebration rings
9. Tiffany metro
10. Tiffany victoria
11. Tiffany yellow diamond
12. Elsa peretti
13. Paloma picasso
14. Tiffany & co. schlumberger
(tiffany, 2015)

9. All products by tiffany & co.
watches Accessories gifts
1. Tiffany ct60
2. Tiffany east west
3. Alas collection
4. Cocktail watches
5. Patek philippe &
tiffany
6. Men’s watches
7. Women’s watches
1. Cuff links
2. Sunglasses
3. Tiffany leather
collection
4. Fragrance
5. Key rings
6. Writing instruments
7. Silver accessories
8. Men’s accessories
9. Elsa peretti
1. Her
2. Him
3. Baby gifts
4. Home
5. Business gifts
6. Little luxuries
7. Special occasion
8. Engraving
9. Customization
(tiffany, 2015)

10. Price points
• Tiffany & Company’s key demographic is high class females
ages 28-54. The average customer usually has a strong
interest in fashion, shopping and luxury products. Thus the
average price, depending on the product, tends to stay well
above $1,000.00
• However, because Tiffany and Company is popular among all
income classes and seen as a stamp on social respectability
there are products available for under $250.00
(Butcher, 2011)

11. Size ranges
• Most necklaces are available with a 16” or 18” chain. it's
EXTREMELY RARE FOR THEM TO BE ANY LONGER OR SHORTER
• The bracelets come in small, medium or large with a
corresponding measurement of circumference
• Earrings, charms, pendants and broaches are all one
size fits all
• WATCHES COME IN ONE SIZE BUT HAVE THE ADJUSTABLE BAND
OR CUSTOMIZATION OPTION TO MAKE IT FIT PROPERLY
• Rings come in standard sizes ranging from size 4 to 11
• Most jewelry offered through Tiffany & Co can be
customized to a customers preference
(TIFFANY, 2015)

12. Quality standards
• As a leader in the jewelry industry, Tiffany & Co. has always
been committed to obtaining precious metals and
gemstones and crafting our jewelry in ways that are
socially and environmentally responsible. But our efforts
extend beyond our own supply chain. As longtime leaders
in the jewelry industry, we work to advance rigorous and
responsible mining standards. We also invest in diamond-
producing countries, actively advocating for preservation
efforts and effective government oversight.
• Tiffany & co. prides themselves on going above and beyond
the 4c’s of diamonds; cut, carat, clarity and color. For
example. Tiffany frequently rejects stones that would
normally be accepted by other jewelers
• Every diamond is backed with a full lifetime warranty
(TIFFANY, 2015)

13. Brand image and logos
“Since its beginnings, 176 years ago, Tiffany & Co remains an iconic
presence in the American culture. During its long existence, Tiffany &
Co become one of the most powerful luxury brand supported by good
marketing strategy and free publicity from the pop culture. Tiffany &
Co is renowned not only for its diamond jewelries and the iconic blue
box, but also for depicting American glamour and supporting wealthy
Americans to put a stamp on their social respectability.” (Nita, 2013)

14. Brand image and logos

15. MARKET SIZE OF THE Company’s
PRODUCT CATEGORIES
• The company’s principal item is jewelry which accounts
for 92% of world wide net sales
• The company offers an extensive selection of Tiffany &
Co. brand jewelry at a wide range of prices
• Statement, fine and solitaire jewelry accounts for
about 22% of sales while engagement jewelry and
wedding bands rings in just shy of 31%. Fine jewelry
takes the largest segment of sales with 41%
(TIFFANY & co. annual report, 2014, PG 17)

16. COMPETITION IN THE GLOBAL JELWERY
MARKET

17. PROMOTIONAL STRATEGIES AND TYPES OF
ADVERTISING
• Tiffany & co. regularly advertises through newspapers,
magazines and digital media such as internet adds,
television, radio and social media
• In 2014 The company spent $283,6488,000.00 (6.7% of
worldwide net sales) on advertising, marketing and
public media relations
(TIFFANY & co. annual report, 2014, PG 18)

18. PROMOTIONAL STRATEGIES AND TYPES OF
ADVERTISING
• Tiffany & co. participates in media activities and
marketing events to maintain customer awareness of
the Brand
(TIFFANY & co. annual report, 2014, PG 18)

19. PROMOTIONAL STRATEGIES AND TYPES OF
ADVERTISING
• tiffany & co. publishes the blue book, annually, to
showcase its newest high end jewelry
(TIFFANY & co. annual report, 2014, PG 18)

20. PROMOTIONAL STRATEGIES AND TYPES OF
ADVERTISING
• Tiffany & co. products have also been placed in an array
of cinema shows including, breakfast at tiffany’s and the
great Gatsby
• Very seldom does tiffany & co. use billboards
(TIFFANY & co. annual report, 2014, PG 18)

21. VISUAL DISPLAY TECHNIQUES
• The tiffany & co. in store experience is built one hundred
percent around their target customer. The store is sleek,
very classy and extremely clean at all times. Giving every
customer the rich experience they deserve.
• The online store is just as organized, perfectly laid out
and exceptional to navigate.

22. VISUAL DISPLAY TECHNIQUES
• For this season’s holiday windows, Moore took inspiration from
the Manhattan skyline and Upper East Side street scenes. He and his
team “walked the streets, sketching and photographing many of the
buildings and the evening views from the rooftops.” After editing the
field research, Moore closely oversees the next phase: Each window is
“sketched, modeled, mocked up, and prototyped several times before we
land on the final design,” he explains. The finals are then given to
craftsmen in Brooklyn, who build, carve or sculpt the settings that
will appear in the store’s five windows. Installation takes two full
nights at the Fifth Avenue flagship. Sample sets are also created for
stores around the world. While the global rollout varies from
market to market, all of the installations are completed by the
middle of November
(PODOLSKY, 2013)

23. PACKAGING
(SANCHEZ, 2013)
• PACKAGING FOR TIFFANY & CO. IS SIMPLE WITH A TRADEMARK
ALREADY MADE ON THE TIFFANY BLUE COLOR.
• THE LITTLE BLUE BOX WITH WHITE RIBBON: THE SIGNATURE
PACKAGE OF TIFFANY & CO. HAS HELPED SHAPE IT’S BRAND
TREMENDOUSLY; EVERYONE WANTS THE LITTLE BLUE BOX
• 89% OF THE LITTLE BLUE BOX IS MADE FROM RECYCLED GOODS,
HELPING TIFFANY & CO. TACKLE THEIR CARBON FOOTPRINT
• TIFFANY & CO. ALSO USES SOFT HANDLE BAGS AND JEWLERY BAGS
FOR PACKAGING OF SMALLER OR LARGER ITEMS

24. DESIGN AND MANUFACTURING
• THE COMPANY MOSTLY MAUFACTURERS JEWLERY IN NEW YORK,
RHODE ISLAND AND KENTUCKY
• LAST YEAR, THE COMPANY ESTABLISHED MUFACTURING
OPERATIONS IN THAILAND AND A DESIGN OPERATION IN THE
DOMINICAN REPUBLIC
• THE COMPANY ESTABLISHED OPERATIONS THAT PURCHASE, SORT,
CUT AND POLISH ROUGH DIAMONDS IN BELGIUM, BOTSWANA,
MAURITIUS, NAMIBIA AND VIETNAM. WITH CAMBODIA BEING
ADDED JUST LAST YEAR.
(TIFFANY & co. annual report, 2014, PG 20)

25. GLOBAL DISTRIBUTION AND BRAND
PRESENCE OVERSEAS
(TIFFANY & co. annual report, 2014, PG 17)
• Tiffany & co. is divided into four segments across the
world thus making global distribution run smoother
• The main source of global distribution is through retail,
in store, online and via catalog
• Tiffany & co. does less than 1% of wholesaling due to its
high quality products
• The American region makes up the largest portion of
retail sales with Europe coming in last with only about
12% of the sales.

26. GLOBAL DISTRIBUTION AND BRAND
PRESENCE OVERSEAS
(TIFFANY & co. annual report, 2014, PG 17)
• Below is a chart that shows the region segments and
their percent net sales contribution during 2014.
• Surprisingly japans had the highest sales with
engagement rings and Europe with fashion jewelry.
American
sales
Asia-
pacific
sales
Japan
sales
Europe
sales
Statement, fine
& solitaire
jewelry
23% 24% 20% 17%
Engagement
jewelry &
wedding
bands
23% 38% 46% 23%
Fashion
jewelry
44% 37% 27% 56%

27. STORES CARRYING THIS PRODUCT AND BRAND
Year U.S Canada
& Latin
America
Asia-
pacific
Japan Europe Emerging
markets
total
2011 87 15 58 55 32 0 247
2012 91 24 66 55 34 5 275
2013 94 27 72 54 37 5 289
2014 95 27 73 56 38 6 295
• above is a table showing the current number of stores
in each region segment according to the tiffany & co.
annual report
• Tiffany & co. plans to add about 12-15 more stores in
2015 and 2016
(TIFFANY & co. annual report, 2014, PG 17)

28. STORES CARRYING THIS PRODUCT AND BRAND
• Tiffany & co. products are only sold exclusively through
venues under the company
• This includes in store, flagship, pop up shops, online and
catalog through tiffany & co.

29. TOP COMPETITOR IN THE MARKET-
HISTORY OVERVIEW
in the 1970s David yurman designed a
necklace for his wife in which a
glariest fell in love with, urging him
to make more. He did and they
immediately sold out, launching
yurmans first jewelry business
however, It wasn’t until 1980 that the David
yurman company and brand was born and
quickly earned the jury award for the
infamous starlight necklace
Soon after, in 1981 David yurman one
designer of the year and from there his
brand increased into a design icon
(yurman, 2015)

30. TOP COMPETITOR IN THE MARKET-
HEADQUARTERS AND FLAGSHIP STORE
(yurman, 2015)
The first flagship
store opened in 1999
on Madison Ave.
In 2006 he opened a
flagship boutique on
North rodeo dr. in
Beverly hills
In 2008 he opened
his first
international
boutique in Hong
Kong then in Paris
in 2010

31. TOP COMPETITOR IN THE MARKET-
OWNERSHIP/STRUCTURE OF THE COMPANY
(bloomberg, 2015)
• David yurman enterprises is a privately owned company
and its headquarters currently resides at
David yurman enterprises llc.
24 Vestry Street
New York, NY 10013
United States
• Sybil yurman is the co-founder, president and chief
marketing officer

32. TOP COMPETITOR IN THE MARKET- PRICE
POINTS AND SIZE RANGES
• Most necklaces are available with a 16” or 18” chain. it's
EXTREMELY RARE FOR THEM TO BE ANY LONGER OR SHORTER
• The bracelets come in small, medium or large with a
corresponding measurement of circumference
• Earrings, charms, pendants and broaches are all one
size fits all
• Rings come in standard sizes ranging from size 4 to 11
• The price points are a bit steeper than tiffany & co.
with most items rising well above $1,000.00
(Yurman, 2015)

33. TOP COMPETITOR IN THE MARKET- BRAND
IMAGE AND LOGOS
David yurman lets his products do
the selling by using minimal color
and simple advertisements. He is the
definition of “sex sells” marketing

34. TOP COMPETITOR IN THE MARKET- GLOBAL
DISTRIBUTION AND PRESENCE
• Because David yurman is a privately owned company it
was hard to find the information on the global
distributions.
• However, after much research you can conclude that
David yurman gets most revenue from in store and
online purchases
• With his continuous drive to open up stores
internationally his global revenue will keep increasing

35. REFERENCES
www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=8170504
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holiday-­‐windows
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shows-­‐2/
h@p://www.mobilemarketer.com/cms/news/adverEsing/4096.html
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h@p://www.Effany.com/LocaEons/FlagshipStore/NewYork.aspx