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Tiffany & co - sustainability report

The document discusses trends in the jewelry industry and consumer preferences. It covers topics like sustainability becoming more important to consumers, especially younger generations; a demand for customization, unique designs, and storytelling from brands; an emphasis on transparency around sourcing and supply chains; and a focus on experiences over just products. Emerging trends mentioned include solo traveling, nostalgia, using technology to provide escapism, and designing with empathy and compassion. The trends suggest consumers want brands that align with their values and provide meaningful products and stories.

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Tiffany & Co. X Sustainability By Stephane Boghossian
“Food. Water. Diamonds. You know, the essentials”
INSIDE Tiffany & Co
Tiffany today PROMOTIONPLACE Offline: Flagship store Pop-up stores Online: E-commerce website JEWELRY: Campaign with Elle Fanning HOME: Life of a party PRODUCT • Jewelry collections: NEW Paper flower • Engagement Rings • High Jewelry: The Art of Wild • Watches • Fragrance • Home & Accessories Online: Social Media, email marketing Offline: Print: Press
• Strong Brand Awareness in the US and Europe • Strong savoir-faire and craftsmanship • Strong clientele réseau • On-going clear sustainability plan • On-Trend with on-going campaigns • Very strong identity on visual merchandising • Targeting the millennial S W O T • Distribution Strategy • Online e-commerce • Traditional engagement rings • Lack of customisation options • Highly competitive market • Poor creative collections • Low awareness of the HOME collection • Sustainability as trend • Booming of Asian markets • Venue of new generations • Booming of the vintage jewelry market • Innovation in 3D printed • Lab grown diamonds • Boom of experiential services • Boom of coloured gems and gemstones • Brand’s heritage at a core of branding P E S T Global warming Rarity of Diamonds Blood Diamond becomes a concern E L High price of Gold Unstable economical situation due to political problems Lack of Innovation on materials Mining and distribution of Diamond restricted to DeBeers Investments in other luxury fields (hospitality)
Jewelry 1.0 The jewelry supply chain can be quite complex, it can be explained by multiple different ways and can be interested also in different ways
Understand the Jewelry Supply Chain Mining raw materials Miners Cutting Diamond Cutter Planning & Preparing Rough traders Manufacturing Craftsmanships Design Designers Marketing Creative Agencies http://www.simplexdiam.com/for-buyers-how-to-reach-us Nature Rough to Gems Jewelry Collection Campaign Client sale Finalising Return in Investment Wholesalers, Retailers After-sales Consumers Grading Diamond Trader
To be green or not to be?
1. Meaningful brands = brands that matters to people – by collaboration or marketing strategies (Nike, Patagonia) 2. Slow Movement (Mass-customisation) = customise products for a specific demand (Cartier) 3. Shared Economy (Flont, Vente Privée) a. Closed economy cycle = They know what to do with whatever you have --> buy services instead of product 4. Cradle to Cradle = Reuse and repurpose = A product to another life product (Nespresso, Freitag) 5. Mining the cities = Using what is readily available instead of taking resources from nature - up cycling (Eva Zingoni) There are many ways to be sustainable https://hbr.org/2016/02/luxury-brands-can-no-longer-ignore-sustainability https://www.buro247.my/watches-and-jewellery/buro-loves/sustainable-luxury-jewellery.html
Understanding competitors
Understand the competitors Manufacturing & Premium Prime, Craft & luxury Monique Pean Matters Print Honest By Made Uk Well made MHT Arabelle Brusan Toby Pomeroy Eva Zingoni SeeME Sarah’s Bag Sharon Khazzam Full Sustainable Synthetics “Sustainable” messaging Chopard Sourcing and supply chain Cartier Responsible Jewelry Council Tiffany & Co. Supply chain Selin Kent recycled metals & conflict free diamonds Forever Mark & Ara Diamonds full traceability Vrai & Oro direct-to-consumer recycled 14 kt Bario Neal
Case #1: CHOPARD https://www.chopard.com/uk/diary/journey-sustainable-luxury/ Program structure: « The Journey to Sustainable Luxury » • Consulting with Eco-Age with the creation of « The Green Carpet Challenge »: • Alliance for Responsible Mining (ARM) and utilises Fair-mined gold from South America, diamonds strictly sourced under the Kimberley Process, and coloured gemstones mined in partnership with Gem-fields.
Case #2: CARTIER https://eluxemagazine.com/jewellery/cartier-sustainable-luxury/ https://www.greenbiz.com/blog/2009/11/09/cartier-taps-green-mining-firm-responsibly- sourced-gold http://jacquescartierchamplain.ca/our-corporation/sustainable-developpement-new/?lang=en • Joins the Responsible Jewelry Council • Regulated and controlled sourcing of gems and metals • Working and environmental standards • Committed to the Kimberly Process • Ensure fair trade of the diamond sourcing • In 2009, Cartier also joined the Sustainable Luxury Working Group, comprised of socially responsible companies with a commitment to promoting sustainable practices in business operations.
Case #3: LVMH Introduction of the project Life 2020 1. Aim for a high level of environmental performance; ▪ Since 2010, the Perfumes & Cosmetics Houses and Sephora have been using CEDRE, a platform to sort, recycle and recover waste. 2. Foster a collective commitment; 3. Control environmental risks; 4. Design high-quality products by integrating environmental innovation and creativity; 5. Pursue commitments beyond the company. https://www.lvmh.com/group/lvmh-commitments/environment/cedre-recycling-platform/ https://www.lvmh.com/group/lvmh-commitments/environment/
Understanding clients and the world around them
Boomers Gen X Gen Y Millennial • Appearance of the gay community • Creation of lab grown diamonds • Online Shopping • Customisation is crucial • The world of start ups, social media • No logo brands • Freedom of speech • Women’s right • Boom of the Art nouveau and Art Deco movement • Technology advancements: 3D printing • Synthetic stones appeared (Swarovski is born) • Internet of things • Global Warming
Extreme min Majority Extreme max Sustainable thinking Shares his/her life on instagram Influencers Healthy life / meditation / Yoga Balance between work life and personal life Be ahead of themselves Family and friends first Family and friends are important Be always on the newest trend Backpackers Travel frequently Showcase themselves Learn more by doing Self education Workholic Freedom of speech Shops regurly online Shopholic Zen life Busy working life with some time for themselves Always busy life – lives in NY, Paris, Milan, Shanghai Couple’s life and stable Stable couple life with no commitment Always on dates – not a stable life Wants to be young Lives as of everyday Wants to be old Lives in a house with a garden, a dog Lives in new areas (Le Marais, Brooklyn) Lives in a penthouse in central city work from home Work in start ups / entrepreneurs Work in office in district areas Takes commute everyday to go to big cities Takes commute everyday to work BUT uses Uber for long travels or with friends Own a car, motorcycle, ubers Understand the Millennial (Y)
Understand the Generation YZ We travel a lot
 We live freely We want to discover things We are constantly connected to the world We are educated We have a job or we are owners in a company We are young and wild We love family We love unique and individual products We love emotions & storytelling We are citizens of the world We backpack We like good quality products We are CEOs during the year and backpackers during most summers. This is our generation…YZ
What new generations would like to believe? Social Buffs •Social Media •Curated life (sharing on social media) •Everyone is their own influencers Tech Navy •Latest trends to follow •Gadgets shopping •Mobile phones Community •Family and Friends first •Create new networks Ambitious & dreamers •Entrepreneurs •Expressive: DIY •Doing what they love •Creative with customisation •Try to do it is better than failing Emotionally Charged •On the spot behaviour and actions •Spontaneous shopping: Online shopping •Flexibility: order online and pick up at store Care for others •Sustainable •Social conscious •Human centered •Waste management Multi tasking • Self education • Go beyond their limitation • Explore with travels Transparency • Collaborations • Back to their roots • Storytelling • No logo brands Experience to satisfy their dreams • Intangible products • 5 senses • Try on before bying Fast & Moving • Short attention spam: 8 sec • Access to information No commitment • Not religious • Subscription box • Free will • Freedom to vote • Gay wedding
Understanding trends
Understanding the trends to better design the future • You Define You – be yourself - ex: plus sized models, emerging gay community • Be Real - tired of the falseness, the same old, the fakeness – ex: Socalitybarbie • The New Standard - Design with a difference is the new standard – ex: SeeMe • Playing Nice - We are becoming more socially conscious – ex: Crack & Cider, Good hotel, Empathy Museum • The Fear Factor - Fear is an important part of life, individualism, our limitations • Virtual Presence - The intangible becomes more tangible – ex: online and offline barrier • New Feelings - Technology has changed us. It has redefined the world and rewired our brains – ex: MiN, Department Store for the Mind, The Institute of New Feeling • Escape Routes - Escapism is the next new luxury – ex: Tomek Michalski, Cinnamon Projects • Sparks of Serendipity - In our tech-dependent times, we are losing the tendency to explore – ex: Metadrift, Let It Fly, Lucky Trip • Considering Value - Value is reconsidered – ex: Marlies Kolodziey, Page Thirty Three • The New Experience - What's next for the experience economy? – ex: Van Alen Institute, Icelandair, Blink • In Touch - 2018 is the year of touch and tactility – ex: Flint House, Studioi • The Empathy Evolution - 2018 will also make way for compassionate, human-centred design – ex: Matter-Mind Studio, Museum for Healing • Repair The World - A/W 17/18 Design Matters noted that design will increasingly serve the greater good – ex: Designer Maxime Benvenuto • Alone Time - rise of the solo sojourner – ex: Quiet Revolution, Sacred Introvert • Nostalgia is Now – back to old days fonts – ex: Shell and MasterCard logo • Techtopia - Techtopia is a place of reprieve / marks the emotional capacity of the virtual world. – ex: Camp Calm • Brain Drain - With Microsoft research showing dwindling attention spans thanks to digital overload – less products for a wider range of consumers - customisation • Poetic Intelligence - the year computers get creative – rise of AI – ex: Categories include DigiLit for short stories, PoetiX for sonnets and AlgoRythms for dance music DJ sets. • Remember, Remember - emerging forms – ex: Palimpsest in VR experience
• Sustainability as a core drive to every luxury brand • Concierge Jewelry / Customisation • 3D Printing as a prime technology • The boom of the Men’s jewelry with the hit of the same sex marriages • Mobile Shopping: faster purchases • Subscription Services wins over products • Storytelling as a prime marketing storytelling • Transparency through marketing • Entry of the Lab Grown diamonds • Virtual stock Understanding the jewelry trends to better design the future
Understanding sustainability
•Image: Conflict Diamonds Trace, control and distribute all our rough diamonds Diamonds are a source of positive economic and social development •Craftsmanship: Supply Chain and its vertical integration Climate Change: Reduce greenhouse gas emission to net-zero by 2050 Creating Protecting Areas, Protecting wildlife, Reversing deforestation •Quality: Educating Customers CSR communications •Innovation: Adapting to Demographical (trends) changes as an opportunity Gender Equality: Diversity with Same sex marriage, Women Empowerment https://hbr.org/2017/03/tiffanys-ceo-on-creating-a-sustainable-supply-chain https://www.tiffany.com/csr/aboutreport/Sustainability_Report_2015.pdf Tiffany & Co’s current strategy
Tiffany as the reference of Ethical Jewelry Brand CSR Strategy https://hr.blr.com/whitepapers/HR-Administration/Workplace-Ethics/Which- corporate-social-responsibility-CSR-strategy • Source Carefully* • Improve Jewelry collections • 4C Redefined* • Improve relationships with other Jewelry businesses • Preserve Nature: plant seeds • For the other 90% of the world* • Diversify consumers • Focus on future sales • Improve After-sale services* • Be part of the world* • Share the cause with key leaders Environment Service Economical Social
Environmental = Innovate and use resources to greener the world
93% of the stones are either stocked, on hold or unused… We can use it all ! —> Reuse stones stock Cut tells the savoir-faire 4C redefined Carat tells the price Clarity tells quality Color tells the environment Below the ground (natural) Lab-grown stones Above the ground (lab-grown) Quality tells the origin Origin tells a story > product journey >Full Traceability >Use Quality Stones ex: Colombian miners in Muzo Create partenariat with famous gem cutters, create our own gem cut Local revolts* ex: Collaboration with local green projects, with deBeers Central Stone Price creates standards Natural Diamonds and gemstones
Chapter 2: Global Contract Global Jewelry Protection Summit Protect mother nature Vertically Integrated Supply Chain Control emission of gaz Unity in Distribution Fight the important causes Control Innovation Create the trend of the future Innovate and create Control the stone market, though the price Chapter 1: Global Summit
Rapaport for all Gemstones Create the standards Create the price list Like DeBeers for Diamonds, Tiffany & Co. for Gemstones Control the trends Control the distribution Africa South America Asia Bangkok Antwerp New York Direct Distribution to jewelry brands Eliminate middle manSites Supplier 4C for Gemstones Colours, Size, Kind Create new trends Birthstones rings, Engagement rings
Economical= Make profits out of innovation + Save money using innovation
Sourced Carefully Use fair-minded gold ex: Fair mined Standard for Gold and Associated Precious Metals Mining our cities Legal True Gold ex: Use 100% 18kt recyclable gold Prime local crafts & savoir-faire ex: Local Materials Ecologique & smart* ex: Organic packaging that connects with the story of the jewelry
Invest in Research & Development Mass customisation Innovative materials Invest on start up potentials 3D printing Online customisation Blue Gold Lab Grown diamonds Synthetic pearls Technology as a power
Service = Create a service out of the creation of new products
for the other 90% of the world Fair trade wages ex: Finance schooling system for children of craftsman others: full-time employment, healthcare, education, business mentorship, training Improve the causes Community Involvement + Full trace of the workflow Full Transparency Create craft relationship with the company • Local & Global, small scaled workshops & artisans • Discover local savoir-faire • Preserve culture Create local crafts contract Create a friendly environment • Charitable business ex: War Veterans, Women’s empowerment Share everything publicly and use it as an assets ex: Transparency Certificates* Holistic Development Model
Fight Transparency & the Blood Diamond It’s more than a certificate, it is a life saved It’s more than a certificate, it is an origin FOCUS: Traceability of the stone a client is purchasing - Storytelling from Rough to Gems FOCUS: Save live buy financing the school of a kid ex. TOMS, RED by Apple YOU ARE A DIAMOND IN A ROUGH FOCUS: Supply chain of the gems Storytelling from Rough to Gems
Cradle to Cradle= Reuse and repurpose a product Give a product to another life product
Improve After-sale services Jewelry is emotions, though is clients Vintage Current Trendy New Collection Increase immaterial value Broken Missing stones Old Out-of-fashion Get Better value Price of Gold Give a New life Build an Archive Long term Investment Gain old client’s trust Design New Collection Gain new clients Improve old clients Promote new collections CLIENT “The Afterlife of Branded Jewelry” by Stephane Boghossian https://issuu.com/stephaneboghossian/docs/final_stephaneb.compressed 12 3 4 BRAND
Acquire & Learn collection from old clients and value them Design ”Hunting for treasures”: design new collections inspired by old collections Aware ”Pour memoire” : Showcase Tiffany and their creations over the years - Teach clients Aware It’s time to take grandma’s jewels out of the vault - Marketing Strategy Experience Live sessions - showcase the real savoir faire of Tiffany Action The after-sale service itself - propose an Online/Offline plan Strategy
Get inspired by other cases Case #1 The Grima Effect THE BIG SALE Refurbish Aquire Archives Past design = modernised High Risk: Price go down as trends goes down It’s not unusual to see famous designers long passed away revive. Future generations usually take over the empire then as soon as they can’t hold the company anymore, they sell it to a big corporation that will define the future of the empire and probably the trans- formation to a mass luxury company. Fortunately, It is not over yet for this flourished family business, as the daughter’s revival of the brand has just began. Auction houses such as Christie’s and Tajan has been at war with London-based Bonhams being not able to reach any Grima jewelry from foreign investors or clients. Grima has been buying back the archives pieces re- covering its collection for a mega 80 pieces sales happening in the heart of Bond Street in London. The biggest private collection sale has attracted many press releases, de- bates and has been the core of the revival of the brand. A strategy that could lead to a complete revival of the company inspired by its heritage. This strategy has been an inspiration for my capstone among it’s marketing strategy.
Case #2 The Bulgari B.zero 1 Its iconic spiral is a metaphor for the triumphant harmony of past, present and future. First released in 1999 and later on revisited by the brand for the 2016 launch, the B.Zero1 is one of the most iconic jewelry piece revisit- ed by archives, homaged to Bulgari’s ancient Greek and Roman heritage. In 2010, the artist and sculptor Anish Kapoor was asked to create a new iteration of the B.zero1 to commemorate the ring’s 10th anniversary. The new B.zero1 is an example that Bulgari is able to seamlessly blend respect for history and aesthetic values with innovative techniques. The use of marble (from the ancient Greek word meaning “shining stone”) as a material tribute that morphs an ancient stone long associated with enduring luxury and sculptural beauty with the modernity and industrial lines of the B.zero1.
Mining the cities = Use what is readily available instead of taking resources from nature
Be a partner for the world Community Design Use local contacts One piece at a time Made-to-order Handmade Reduce transport Green Office life Quality control Innovative Improve production capacity at least 70% green by the 1st year Reduce Carbon foot-print Slow Movement Use local contracts Global design Lab-grown diamonds New techniques Tech oriented
Tiffany & Co X Mexico • Embrace Mexican crafts • Engage new consumers boosting visibility of the brand • Give back to the community GOAL • Pop-up store in Mexico City • Social Media campaign with Latino singers • Introduction of the E commerce platform in South American market HOW Tiffany & Co has the opportunity to target different countries with their innovative designs and their colourful High jewelries. Why not Mexico? Like Karl Lagerfeld did between Chanel and Cuba, Chaumet with Africa, it could be a good opportunity to enter into a virgin, yet welcoming market Chanel X Cuba Van Cleef X Animals Chaumet X Africa
Tiffany & Co X Moda Operandi • Increase visibility of the brand around the globe through the open source database of prime clientele • Boost e-commerce platform GOAL The trend of today is to collaborate with a Fashion Brand. Why not a NY based? HOW • Co-create a jewelry collection suitable for the clientele • Pop-up store during Fashion Week & Cannes Festival
Thank you for reading this marketing proposal plan. These different marketing strategies, which can be implemented at different rate, will ultimately boost traffic, improve the brand’s image which will hopefully lead to both an increase in conversion rate and sales. If you wish for a more complete plan (include omitted informations + full strategies instead of bullet points) please do send me an email. Stephane Boghossian stephanemboghossian@gmail.com +33-6-51787891

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Tiffany & co - sustainability report

  • 1.
    Tiffany & Co. XSustainability By Stephane Boghossian
  • 2.
    “Food. Water. Diamonds. Youknow, the essentials”
  • 3.
  • 4.
    Tiffany today PROMOTIONPLACE Offline: Flagship store Pop-upstores Online: E-commerce website JEWELRY: Campaign with Elle Fanning HOME: Life of a party PRODUCT • Jewelry collections: NEW Paper flower • Engagement Rings • High Jewelry: The Art of Wild • Watches • Fragrance • Home & Accessories Online: Social Media, email marketing Offline: Print: Press
  • 5.
    • Strong BrandAwareness in the US and Europe • Strong savoir-faire and craftsmanship • Strong clientele réseau • On-going clear sustainability plan • On-Trend with on-going campaigns • Very strong identity on visual merchandising • Targeting the millennial S W O T • Distribution Strategy • Online e-commerce • Traditional engagement rings • Lack of customisation options • Highly competitive market • Poor creative collections • Low awareness of the HOME collection • Sustainability as trend • Booming of Asian markets • Venue of new generations • Booming of the vintage jewelry market • Innovation in 3D printed • Lab grown diamonds • Boom of experiential services • Boom of coloured gems and gemstones • Brand’s heritage at a core of branding P E S T Global warming Rarity of Diamonds Blood Diamond becomes a concern E L High price of Gold Unstable economical situation due to political problems Lack of Innovation on materials Mining and distribution of Diamond restricted to DeBeers Investments in other luxury fields (hospitality)
  • 6.
    Jewelry 1.0 The jewelrysupply chain can be quite complex, it can be explained by multiple different ways and can be interested also in different ways
  • 7.
    Understand the JewelrySupply Chain Mining raw materials Miners Cutting Diamond Cutter Planning & Preparing Rough traders Manufacturing Craftsmanships Design Designers Marketing Creative Agencies http://www.simplexdiam.com/for-buyers-how-to-reach-us Nature Rough to Gems Jewelry Collection Campaign Client sale Finalising Return in Investment Wholesalers, Retailers After-sales Consumers Grading Diamond Trader
  • 8.
    To be green ornot to be?
  • 9.
    1. Meaningful brands =brands that matters to people – by collaboration or marketing strategies (Nike, Patagonia) 2. Slow Movement (Mass-customisation) = customise products for a specific demand (Cartier) 3. Shared Economy (Flont, Vente Privée) a. Closed economy cycle = They know what to do with whatever you have --> buy services instead of product 4. Cradle to Cradle = Reuse and repurpose = A product to another life product (Nespresso, Freitag) 5. Mining the cities = Using what is readily available instead of taking resources from nature - up cycling (Eva Zingoni) There are many ways to be sustainable https://hbr.org/2016/02/luxury-brands-can-no-longer-ignore-sustainability https://www.buro247.my/watches-and-jewellery/buro-loves/sustainable-luxury-jewellery.html
  • 10.
  • 11.
    Understand the competitors Manufacturing &Premium Prime, Craft & luxury Monique Pean Matters Print Honest By Made Uk Well made MHT Arabelle Brusan Toby Pomeroy Eva Zingoni SeeME Sarah’s Bag Sharon Khazzam Full Sustainable Synthetics “Sustainable” messaging Chopard Sourcing and supply chain Cartier Responsible Jewelry Council Tiffany & Co. Supply chain Selin Kent recycled metals & conflict free diamonds Forever Mark & Ara Diamonds full traceability Vrai & Oro direct-to-consumer recycled 14 kt Bario Neal
  • 12.
    Case #1: CHOPARD https://www.chopard.com/uk/diary/journey-sustainable-luxury/ Programstructure: « The Journey to Sustainable Luxury » • Consulting with Eco-Age with the creation of « The Green Carpet Challenge »: • Alliance for Responsible Mining (ARM) and utilises Fair-mined gold from South America, diamonds strictly sourced under the Kimberley Process, and coloured gemstones mined in partnership with Gem-fields.
  • 13.
    Case #2: CARTIER https://eluxemagazine.com/jewellery/cartier-sustainable-luxury/ https://www.greenbiz.com/blog/2009/11/09/cartier-taps-green-mining-firm-responsibly- sourced-gold http://jacquescartierchamplain.ca/our-corporation/sustainable-developpement-new/?lang=en •Joins the Responsible Jewelry Council • Regulated and controlled sourcing of gems and metals • Working and environmental standards • Committed to the Kimberly Process • Ensure fair trade of the diamond sourcing • In 2009, Cartier also joined the Sustainable Luxury Working Group, comprised of socially responsible companies with a commitment to promoting sustainable practices in business operations.
  • 14.
    Case #3: LVMH Introductionof the project Life 2020 1. Aim for a high level of environmental performance; ▪ Since 2010, the Perfumes & Cosmetics Houses and Sephora have been using CEDRE, a platform to sort, recycle and recover waste. 2. Foster a collective commitment; 3. Control environmental risks; 4. Design high-quality products by integrating environmental innovation and creativity; 5. Pursue commitments beyond the company. https://www.lvmh.com/group/lvmh-commitments/environment/cedre-recycling-platform/ https://www.lvmh.com/group/lvmh-commitments/environment/
  • 15.
  • 16.
    Boomers Gen X Gen Y Millennial •Appearance of the gay community • Creation of lab grown diamonds • Online Shopping • Customisation is crucial • The world of start ups, social media • No logo brands • Freedom of speech • Women’s right • Boom of the Art nouveau and Art Deco movement • Technology advancements: 3D printing • Synthetic stones appeared (Swarovski is born) • Internet of things • Global Warming
  • 17.
    Extreme min MajorityExtreme max Sustainable thinking Shares his/her life on instagram Influencers Healthy life / meditation / Yoga Balance between work life and personal life Be ahead of themselves Family and friends first Family and friends are important Be always on the newest trend Backpackers Travel frequently Showcase themselves Learn more by doing Self education Workholic Freedom of speech Shops regurly online Shopholic Zen life Busy working life with some time for themselves Always busy life – lives in NY, Paris, Milan, Shanghai Couple’s life and stable Stable couple life with no commitment Always on dates – not a stable life Wants to be young Lives as of everyday Wants to be old Lives in a house with a garden, a dog Lives in new areas (Le Marais, Brooklyn) Lives in a penthouse in central city work from home Work in start ups / entrepreneurs Work in office in district areas Takes commute everyday to go to big cities Takes commute everyday to work BUT uses Uber for long travels or with friends Own a car, motorcycle, ubers Understand the Millennial (Y)
  • 18.
    Understand the GenerationYZ We travel a lot
 We live freely We want to discover things We are constantly connected to the world We are educated We have a job or we are owners in a company We are young and wild We love family We love unique and individual products We love emotions & storytelling We are citizens of the world We backpack We like good quality products We are CEOs during the year and backpackers during most summers. This is our generation…YZ
  • 19.
    What new generationswould like to believe? Social Buffs •Social Media •Curated life (sharing on social media) •Everyone is their own influencers Tech Navy •Latest trends to follow •Gadgets shopping •Mobile phones Community •Family and Friends first •Create new networks Ambitious & dreamers •Entrepreneurs •Expressive: DIY •Doing what they love •Creative with customisation •Try to do it is better than failing Emotionally Charged •On the spot behaviour and actions •Spontaneous shopping: Online shopping •Flexibility: order online and pick up at store Care for others •Sustainable •Social conscious •Human centered •Waste management Multi tasking • Self education • Go beyond their limitation • Explore with travels Transparency • Collaborations • Back to their roots • Storytelling • No logo brands Experience to satisfy their dreams • Intangible products • 5 senses • Try on before bying Fast & Moving • Short attention spam: 8 sec • Access to information No commitment • Not religious • Subscription box • Free will • Freedom to vote • Gay wedding
  • 20.
  • 21.
    Understanding the trends tobetter design the future • You Define You – be yourself - ex: plus sized models, emerging gay community • Be Real - tired of the falseness, the same old, the fakeness – ex: Socalitybarbie • The New Standard - Design with a difference is the new standard – ex: SeeMe • Playing Nice - We are becoming more socially conscious – ex: Crack & Cider, Good hotel, Empathy Museum • The Fear Factor - Fear is an important part of life, individualism, our limitations • Virtual Presence - The intangible becomes more tangible – ex: online and offline barrier • New Feelings - Technology has changed us. It has redefined the world and rewired our brains – ex: MiN, Department Store for the Mind, The Institute of New Feeling • Escape Routes - Escapism is the next new luxury – ex: Tomek Michalski, Cinnamon Projects • Sparks of Serendipity - In our tech-dependent times, we are losing the tendency to explore – ex: Metadrift, Let It Fly, Lucky Trip • Considering Value - Value is reconsidered – ex: Marlies Kolodziey, Page Thirty Three • The New Experience - What's next for the experience economy? – ex: Van Alen Institute, Icelandair, Blink • In Touch - 2018 is the year of touch and tactility – ex: Flint House, Studioi • The Empathy Evolution - 2018 will also make way for compassionate, human-centred design – ex: Matter-Mind Studio, Museum for Healing • Repair The World - A/W 17/18 Design Matters noted that design will increasingly serve the greater good – ex: Designer Maxime Benvenuto • Alone Time - rise of the solo sojourner – ex: Quiet Revolution, Sacred Introvert • Nostalgia is Now – back to old days fonts – ex: Shell and MasterCard logo • Techtopia - Techtopia is a place of reprieve / marks the emotional capacity of the virtual world. – ex: Camp Calm • Brain Drain - With Microsoft research showing dwindling attention spans thanks to digital overload – less products for a wider range of consumers - customisation • Poetic Intelligence - the year computers get creative – rise of AI – ex: Categories include DigiLit for short stories, PoetiX for sonnets and AlgoRythms for dance music DJ sets. • Remember, Remember - emerging forms – ex: Palimpsest in VR experience
  • 22.
    • Sustainability asa core drive to every luxury brand • Concierge Jewelry / Customisation • 3D Printing as a prime technology • The boom of the Men’s jewelry with the hit of the same sex marriages • Mobile Shopping: faster purchases • Subscription Services wins over products • Storytelling as a prime marketing storytelling • Transparency through marketing • Entry of the Lab Grown diamonds • Virtual stock Understanding the jewelry trends to better design the future
  • 23.
  • 24.
    •Image: Conflict Diamonds Trace,control and distribute all our rough diamonds Diamonds are a source of positive economic and social development •Craftsmanship: Supply Chain and its vertical integration Climate Change: Reduce greenhouse gas emission to net-zero by 2050 Creating Protecting Areas, Protecting wildlife, Reversing deforestation •Quality: Educating Customers CSR communications •Innovation: Adapting to Demographical (trends) changes as an opportunity Gender Equality: Diversity with Same sex marriage, Women Empowerment https://hbr.org/2017/03/tiffanys-ceo-on-creating-a-sustainable-supply-chain https://www.tiffany.com/csr/aboutreport/Sustainability_Report_2015.pdf Tiffany & Co’s current strategy
  • 25.
    Tiffany as thereference of Ethical Jewelry Brand CSR Strategy https://hr.blr.com/whitepapers/HR-Administration/Workplace-Ethics/Which- corporate-social-responsibility-CSR-strategy • Source Carefully* • Improve Jewelry collections • 4C Redefined* • Improve relationships with other Jewelry businesses • Preserve Nature: plant seeds • For the other 90% of the world* • Diversify consumers • Focus on future sales • Improve After-sale services* • Be part of the world* • Share the cause with key leaders Environment Service Economical Social
  • 26.
    Environmental = Innovate anduse resources to greener the world
  • 27.
    93% of thestones are either stocked, on hold or unused… We can use it all ! —> Reuse stones stock Cut tells the savoir-faire 4C redefined Carat tells the price Clarity tells quality Color tells the environment Below the ground (natural) Lab-grown stones Above the ground (lab-grown) Quality tells the origin Origin tells a story > product journey >Full Traceability >Use Quality Stones ex: Colombian miners in Muzo Create partenariat with famous gem cutters, create our own gem cut Local revolts* ex: Collaboration with local green projects, with deBeers Central Stone Price creates standards Natural Diamonds and gemstones
  • 28.
    Chapter 2: Global Contract GlobalJewelry Protection Summit Protect mother nature Vertically Integrated Supply Chain Control emission of gaz Unity in Distribution Fight the important causes Control Innovation Create the trend of the future Innovate and create Control the stone market, though the price Chapter 1: Global Summit
  • 29.
    Rapaport for allGemstones Create the standards Create the price list Like DeBeers for Diamonds, Tiffany & Co. for Gemstones Control the trends Control the distribution Africa South America Asia Bangkok Antwerp New York Direct Distribution to jewelry brands Eliminate middle manSites Supplier 4C for Gemstones Colours, Size, Kind Create new trends Birthstones rings, Engagement rings
  • 30.
    Economical= Make profitsout of innovation + Save money using innovation
  • 31.
    Sourced Carefully Use fair-mindedgold ex: Fair mined Standard for Gold and Associated Precious Metals Mining our cities Legal True Gold ex: Use 100% 18kt recyclable gold Prime local crafts & savoir-faire ex: Local Materials Ecologique & smart* ex: Organic packaging that connects with the story of the jewelry
  • 32.
    Invest in Research& Development Mass customisation Innovative materials Invest on start up potentials 3D printing Online customisation Blue Gold Lab Grown diamonds Synthetic pearls Technology as a power
  • 33.
    Service = Create aservice out of the creation of new products
  • 34.
    for the other90% of the world Fair trade wages ex: Finance schooling system for children of craftsman others: full-time employment, healthcare, education, business mentorship, training Improve the causes Community Involvement + Full trace of the workflow Full Transparency Create craft relationship with the company • Local & Global, small scaled workshops & artisans • Discover local savoir-faire • Preserve culture Create local crafts contract Create a friendly environment • Charitable business ex: War Veterans, Women’s empowerment Share everything publicly and use it as an assets ex: Transparency Certificates* Holistic Development Model
  • 35.
    Fight Transparency &the Blood Diamond It’s more than a certificate, it is a life saved It’s more than a certificate, it is an origin FOCUS: Traceability of the stone a client is purchasing - Storytelling from Rough to Gems FOCUS: Save live buy financing the school of a kid ex. TOMS, RED by Apple YOU ARE A DIAMOND IN A ROUGH FOCUS: Supply chain of the gems Storytelling from Rough to Gems
  • 36.
    Cradle to Cradle= Reuseand repurpose a product Give a product to another life product
  • 37.
    Improve After-sale services Jewelryis emotions, though is clients Vintage Current Trendy New Collection Increase immaterial value Broken Missing stones Old Out-of-fashion Get Better value Price of Gold Give a New life Build an Archive Long term Investment Gain old client’s trust Design New Collection Gain new clients Improve old clients Promote new collections CLIENT “The Afterlife of Branded Jewelry” by Stephane Boghossian https://issuu.com/stephaneboghossian/docs/final_stephaneb.compressed 12 3 4 BRAND
  • 38.
    Acquire & Learncollection from old clients and value them Design ”Hunting for treasures”: design new collections inspired by old collections Aware ”Pour memoire” : Showcase Tiffany and their creations over the years - Teach clients Aware It’s time to take grandma’s jewels out of the vault - Marketing Strategy Experience Live sessions - showcase the real savoir faire of Tiffany Action The after-sale service itself - propose an Online/Offline plan Strategy
  • 39.
    Get inspired byother cases Case #1 The Grima Effect THE BIG SALE Refurbish Aquire Archives Past design = modernised High Risk: Price go down as trends goes down It’s not unusual to see famous designers long passed away revive. Future generations usually take over the empire then as soon as they can’t hold the company anymore, they sell it to a big corporation that will define the future of the empire and probably the trans- formation to a mass luxury company. Fortunately, It is not over yet for this flourished family business, as the daughter’s revival of the brand has just began. Auction houses such as Christie’s and Tajan has been at war with London-based Bonhams being not able to reach any Grima jewelry from foreign investors or clients. Grima has been buying back the archives pieces re- covering its collection for a mega 80 pieces sales happening in the heart of Bond Street in London. The biggest private collection sale has attracted many press releases, de- bates and has been the core of the revival of the brand. A strategy that could lead to a complete revival of the company inspired by its heritage. This strategy has been an inspiration for my capstone among it’s marketing strategy.
  • 40.
    Case #2 TheBulgari B.zero 1 Its iconic spiral is a metaphor for the triumphant harmony of past, present and future. First released in 1999 and later on revisited by the brand for the 2016 launch, the B.Zero1 is one of the most iconic jewelry piece revisit- ed by archives, homaged to Bulgari’s ancient Greek and Roman heritage. In 2010, the artist and sculptor Anish Kapoor was asked to create a new iteration of the B.zero1 to commemorate the ring’s 10th anniversary. The new B.zero1 is an example that Bulgari is able to seamlessly blend respect for history and aesthetic values with innovative techniques. The use of marble (from the ancient Greek word meaning “shining stone”) as a material tribute that morphs an ancient stone long associated with enduring luxury and sculptural beauty with the modernity and industrial lines of the B.zero1.
  • 41.
    Mining the cities = Usewhat is readily available instead of taking resources from nature
  • 42.
    Be a partnerfor the world Community Design Use local contacts One piece at a time Made-to-order Handmade Reduce transport Green Office life Quality control Innovative Improve production capacity at least 70% green by the 1st year Reduce Carbon foot-print Slow Movement Use local contracts Global design Lab-grown diamonds New techniques Tech oriented
  • 43.
    Tiffany & CoX Mexico • Embrace Mexican crafts • Engage new consumers boosting visibility of the brand • Give back to the community GOAL • Pop-up store in Mexico City • Social Media campaign with Latino singers • Introduction of the E commerce platform in South American market HOW Tiffany & Co has the opportunity to target different countries with their innovative designs and their colourful High jewelries. Why not Mexico? Like Karl Lagerfeld did between Chanel and Cuba, Chaumet with Africa, it could be a good opportunity to enter into a virgin, yet welcoming market Chanel X Cuba Van Cleef X Animals Chaumet X Africa
  • 44.
    Tiffany & CoX Moda Operandi • Increase visibility of the brand around the globe through the open source database of prime clientele • Boost e-commerce platform GOAL The trend of today is to collaborate with a Fashion Brand. Why not a NY based? HOW • Co-create a jewelry collection suitable for the clientele • Pop-up store during Fashion Week & Cannes Festival
  • 45.
    Thank you forreading this marketing proposal plan. These different marketing strategies, which can be implemented at different rate, will ultimately boost traffic, improve the brand’s image which will hopefully lead to both an increase in conversion rate and sales. If you wish for a more complete plan (include omitted informations + full strategies instead of bullet points) please do send me an email. Stephane Boghossian stephanemboghossian@gmail.com +33-6-51787891