01 Secondary Research
Looking at the environmental factors and who the brand really is helped my team to gain insights into the human and business problems Tiffany's faces.
The business problem is the lack of revenue from store closures. The human problem is an increasingly negative perception of the industry Tiffany's is in.
Focusing on the human problem will be the most relevant. The stores will open again, but the cultural shift won't slow down.
02 Brand Audit
This presentation displayed a situational analysis of the brand's platform, competition, audience, communication, and environmental influences.
While Tiffany's target is younger, future-focused Millennials, the brand is heavily positioned as a historic, nostalgic brand.
Work with younger generations in the primary research to discover if this mismatch is the reason for the dislike of Tiffany.
03 Primary Research
We interviewed, surveyed, visited stores, and conducted focus groups to test our hypothesis and create empathy with the target audience.
The target values self-expression and makes purchases to represent who they are, how they want to be, and what they value.
The market doesn't feel represented in the current positioning, tone, and purchasing environment.
04 Strategic Pitch
This presentation pitched an idea that would capitalize on three areas of opportunity for Tiffany & Co. to be a modern luxury brand.
Our strategy is to show consumers that Tiffany jewelry can fit in and enhance the style they desire and that the brand aligns with their values of sustainability, inclusivity, and diversity.
Working with the target's needs will help reverse the generation's dislike in the industry and position Tiffany at the top-of-mind for modern luxury brands.
05 Creative Brief
This brief outlined the strategic pitch in a clear, and organized manner for the creative team.
Collaborate with their now owner LMVH to create pop-up stores and collab collections specifically for the target audience.
This idea will position Tiffany & Co as a modern luxury brand and help their target fall in love with luxury products.