Since its creation in 1837, Tiffany & Co. has built its brand as a symbol of love for its audience. This didn’t happen accidentally; Tiffany carefully curated a brand strategy that helped them build their legacy.
However, the tables turned when LVMH acquired Tiffany in 2021 and implemented a brand strategy focused on modernizing Tiffany’s image to appeal to Gen Z. Some people may think that Tiffany is chasing Cartier.
Do you really think that Tiffany brand strategy is chasing Cartier? Let’s be honest. Both have built their legacy and undergone significant changes over time. But saying that Tiffany is chasing Cartier might be controversial.
No doubt, Catrier is Tiffany’s strong competitor, and Tiffany has an eye on them while crafting their brand strategy. But they are following their own unique path to win their customers’ love.
In this article, we will clarify the secret essence of Tiffany brand strategy for being an admirable brand to the young generation. And actionable insights to learn from Tiffany’s brand strategy. Does their strategy intersect with CARTIER? Let’s find out below.
Tiffany brand strategy chasing the Cartier: 4 Top Strategies they hooked on
1. Exceptional Visual identity that speaks
- Logo: Tiffany & Co. developed a custom-designed Sterling font that stimulates a sense of timeless elegance and luxury. The Black Sterling logo made a striking contrast to the Tiffany blue.
- Color: Tiffany uses a custom-made blue color that sets the brand apart from its competitors. This iconic robin’s egg blue hue has become the trademark of the brand and is known as Tiffany Blue. All because they used blue everywhere in their branding and store. First, Tiffany debuted the blue color in line with the luxury house, dating back to the iconic Tiffany Blue Box. Later, they use it for branding, jewelry, packaging, and accessory designs. This Tiffany blue sparks emotions of joy, love, and celebration in its consumers.
- Packaging design: Their packaging design resonates with their luxury brand. A Tiffany Blue box with white satin ribbon sets the high value of the jewelry. Wherever a consumer finds a blue Tiffany box, it provokes feelings of elegance, luxury, and sophistication in the recipient.
Key Takeaways for your brand
If you want to build a brand visual identity that stays in the consumer’s heart forever, choose a color that resonates with your brand’s personality and target audience.
Create an eye-catching ad and a meaningful logo that captures attention and is strong enough to leave a lasting impression in the consumer’s mind.
Your font, packaging design, website, and social profile should all follow the same visual style to be memorable. Every audience interaction represents your distinct visual identity that makes them remember that it’s your brand.
2. Developing Irreplaceable Quality
A luxurious brand built on high-quality products that is unmatchable in the market. That’s what Tiffany & Co. focuses on: producing unparalleled craftsmanship and design. They bring exclusive and limited editions to offer their customers to make them feel valued and special with their luxury pieces. Tiffany checks each diamond to meet high standards of cut, clarity, carat, and color.
Important insights for your brand
Compromising on product or service quality is like pushing your brand to its downfall before it even grows. So, if you want to build a high-end brand, first create a high-quality product that delivers a positive experience. Your product should add value to their lifestyle; the quality of the standard material you choose develops customer trust and makes them a loyal fan.
3. Committed to Sustainability
Tiffany & Co. is devoted to sustainable practices that prioritize ethical sourcing and reduce environmental impact. They ensure diamond traceability for ethical sourcing practices.
Tiffany spotlights the countries where their diamond is newly sourced and crafted, which gives transparency to the process. Tiffany’s designed a SEA Social and Environmental Accountability program to track ethical practices and sourcing during its supply chain.
Tiffany partnered with the Nature Conservancy for more than one decade to support ocean conservation and other environmental initiatives.
Besides that, Tiffany & Co. has pledged to reach net-zero greenhouse gas emissions across their activities and supply chain by 2040.
These strategies show their core values that align with their target consumers, who prioritize a healthy environment.
Essential points to remember for your brand
Climate crises rise over time, inclining the younger generation to purchase from brands that align with eco-friendly practices. So, incorporating sustainability practices while crafting brand strategy is absolutely essential.
It strengthens your position in the market as you are working for a better Earth and boosts customer trust.
Therefore, adopt eco-friendly packaging, such as using biodegradable or reusable materials, to help reduce waste on Earth. You can take a pledge to donate some percentage of the brand’s sales to an environmental cause or collaborate with other organizations to make the world a better place.
4. Tiffany’s Collaboration and endorsement from a celebrity
Tiffany & Co. is super active on all social media platforms, including Instagram, Facebook, LinkedIn, and X. They introduced marketing campaigns on these platforms to showcase their values, history, and quality products.
Tiffany brand strategy chasing Cartier is to promote the brand through celebrity endorsement to attract new customers and differentiate its luxurious jewelry.
Cartier set a strong position in Asia, especially China. Meanwhile, Tiffany understands the need to expand its brand. Tiffany’s strategy is to expand its flagship store in China and India to improve its brand recognition and market share in the Asia market and stay competitive with Cartier everywhere.
Tiffany & Co. collaborates with pop stars, rising starlets, athletes, and actors to communicate its values to a global audience. Tiffany follows this strategy because their customers admire fashionable celebrities and the latest trends. In one of the campaigns, Tiffany featured Beyoncé and her husband Jay-Z in the About Love campaign, which features an iconic
Tiffany diamond performance of Moon River was captured on a Super 8 camera. The campaign is about the love, strength, and self-expression of a power couple that perfectly represents Tiffany’s core values.
Meanwhile, Tiffany positions its product as a symbol of love, commitment, and a special moment in their branding campaign.
What can you learn from this strategy?
Partnership with influencers humanizes your brand, creates hype, and creates a meaningful relationship with the audience. When a target audience sees someone they know using the brand product, it sparks a feeling of getting it in their mind. Search out the kind of influencers that your potential consumer admires for a successful collab.
Let the influencers test your product or service and present a genuine review to your potential audience. By doing so, you attract new customers and improve brand recognition, in addition to boosting your brand profits.
In a nutshell, sell experience that makes them feel better, not just a product.
Want to dig deeper into the brand strategy to build your brand? Read Top 7 Brand Strategy Books You Need to Read This Year.
Summing Up: Tiffany brand strategy chasing the Cartier
Tiffany & Co. carefully positioned its brand to appeal to Gen Z and millennials, maintaining its admirable image.
Above all, Tiffany strives to differentiate its global presence in the market from Cartier and other competitors.
Cartier is often linked with creativity, curiosity, elegance, and innovation. In contrast, Tiffany & Co. is known for its classic American luxury, sleek designs, celebration of love, and ethical sourcing.
In a nutshell, Tiffany brand strategy of chasing Cartier to level up its market share in different regions is true, but by following its own brand values and strategies.
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