Can the LVMH Deal Help Tiffany Regain its Luster?
| Case Code: BSTR642 Case Length: 13 Pages Period: 2020 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : Tiffany and Co Industry : Technology & Communications Countries : United States Themes: M&A, Brand Loyalty, Consumer Behavior |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
US-based Tiffany and Co (Tiffany), founded in 1837, manufactured and marketed fine jewelry, watches, and accessories. The brand was synonymous with luxury, fine craftsmanship, and innovative design. Tiffany had been considered a status symbol and had been patronized by top socialites as well as the political elite from across the world. The brand was synonymous with weddings and anniversaries. But over a period of time, the company had lost its luster. Millennials turned to other brands and Tiffany struggled to grow. It saw a decrease in the emotional connect customers had with it and a decline in the overall positive perception of the Tiffany brand in the modern world..
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