Tiffany's development has gone through four stages, which is of great significance to the development of jewelry industry:
During the global expansion period of 1, 1837- 1993, the number of stores increased sharply, from 1987 to 1993. Among them, it focused on the domestic market before listing, and 1987 began to enter the international market after listing;
2. At the maturity of1994-1999, the net interest rate increased from 4.3% to 9.9%, and the brand effect gradually became prominent;
3.2000-20 12 saw a steady development period, and the international market continued to expand. In 2009, foreign market revenue accounted for more than half of the total revenue for the first time, and its international status was established;
4.20 13 Up to now, during the business transition period, affected by the cold current of the industry, the company changed its development strategy and shifted its focus to luxury fashion jewelry.
Audrey Hepburn's world-famous film Breakfast at Tiffany's 196 1 has made Tiffany a symbol of beauty and romance, transcending class and being carefree. Hepburn, the heroine, stands outside Tiffany's window every morning, enjoying the beautiful jewels while eating breakfast, which becomes a classic picture in the movie. This scene is the most beautiful moment in the unfortunate woman's heart, and it also left a deep impression on the audience.
In this film, although Tiffany is a luxury jewelry brand, it is not just a brand belonging to the upper class. Even a man with only $65,438+00 can buy a luxurious and exquisite gift-Tiffany's silver telephone dialer.
2017165438+1October 10, Tiffany opened its first coffee shop, Blue Box Cafe, in the flagship store of Fifth Avenue in New York, serving breakfast, shooting scenes in movies offline, and promoting the brand again by using social networks and nostalgia. Looking at Tiffany's products again, although they are positioned as luxury goods, the average price of the most expensive exquisite gemstones is as high as 6,300 US dollars, but the average price of relatively cheap non-gemstone silver products is only 350 US dollars, and the price level of the products is wide, which can be consumed by all walks of life.
20 15 Tiffany pioneered the application of diamond ring, and chose different shapes, inlay methods and metal materials according to hand shape and skin color. In order to provide customers with a more convenient and real-time appreciation experience, we chose the perfect engagement diamond ring in our mind and realized precise marketing with the help of network power.