For my consumer brand paper I choose Tiffany & Company! I’m not a loyal Tiffany’s consumer, but then again you don’t need loyalty to end up with Tiffany’s jewelry on your arm. I wanted to find out more about this brand, and why so many females consider Tiffany’s as a “Must Have” brand name. I also wanted to find out why males consider Tiffany’s a “Must Get” present for their special someone. So I did some looking around, and found out why Tiffany’s shines bright!
3 Major things I didn’t know about Tiffany’s:
1. They designed jewelry pieces for the movie, “The Great Gatsby”, that came out this fall. So get to know more about Tiffany’s Great Gatsby Collection below!
2. Tiffany’s is all about the red carpet! See how Tiffany’s screams Market ME on the red carpet below!
3. They have a partner site and app called whatmakeslovetrue.com. Find out how Tiffany’s get men on their one knees’ below!
The Great Gatsby Collection
Wow, who would have known that Tiffany’s was the one of the reasons Daisy Buchanan came to life? The Great Gatsby is a well-known romance novel that was remade into a movie this year. The Great Gatsby takes place in the “Roaring Twenties” which means a lot of vintage high fashion , flappers , parties , and alcohol. Daisy Buchanan was one of the main characters in the story who does a great job of promoting everything Tiffany’s is about; Such characteristics include poise, wealth , love , class , and beauty. Like Daisy, in The Great Gatsby, Tiffany’s is something every man won’t mind paying a million dollars for. You have to be the best of the best to want this new Tiffany’s Great Gatsby Savoy headpiece that goes for around $200,000. You can definitely prove your worth with a piece of Tiffany’s jewelry on your body, and they do a great job of promoting their brand equity through this piece. They also do a great job of promoting the fact if you have Tiffany’s on you’re a “One and Only”, and a”Dream girl”. Daisy was a the perfect character for their brand image. Daisy lived every american girls dream. Tiffany’s creates great communities within their company. Like in the Great Gatsby, Tiffany’s also does a great job of promoting their brand setting around New York City. Tiffany’s is for the girl who walks the city streets with class, for the girl who parties and hangs with top ballers and the best of the best. Want to know more what the The Great Gatsby & Tiffany’s collection collaboration check out the “The Great Gatsby Trailer” & “Blue Book Ball” video below!
Tiffany screams Market ME on the red carpet!
Tiffany also creates a community around the fashion and entertainment industry with its red carpet appearances, and special Tiffany’s events. Tiffany’s have a wide amount of athletes, actors, and celebrities that wear their jewelry. For example, if you check out the “Blue Ball Book” video below you see Jessica Biels, and other celebrities strutting their stuff with Tiffany’s on. Once again Tiffany’s shows you have to be high-class, special, and known if you have Tiffany’s on your body. Tiffany’s creates great brand awareness when they have all these celebrities walk the red carpet with their jewelry on. They also do a great job of not only involving celebrities in their brand, but also consumers looking for every day jewelry and wedding rings for their loved ones. Even though it’s not their main focus, they make sure they have jewelry for less than $250 also available. They say its riskier to sell more expensive products, but for Tiffany’s selling cheaper products is riskier because they have high scale customers that don’t want their products available to everyone and anyone. However, Tiffany’s keeps everything in check on and off the red carpet, and make sure even you can get a taste of Tiffany’s! Check out the videos below:
A tour video of Tiffany’s Blue Book Ball Event . They basically posted this video on their YouTube channel for bloggers and journalist to use this video and write pieces on the event (Close Stage).
Tiffany’s does a lot of video advertisements showing “The Great Gatsby” trailers throughout their youtube channel , which features their Savoy headpiece .
The Tiffany’s Community
Last but not least, may I just say that the Tiffany’s community in general is just phenomenal! They not only have a great creation story to share with their consumers, but they allow consumers to create their own stories and live their dreams through Tiffany’s. They even have a site and app called whatmakeslovetrue.com where you can posts your love stories, romantic places, and love advice. Not only do they satisfy their customers utilitarian needs but also their hedonistic needs at the same time. They do the perfect job of emotionally connecting with their consumers. They give their consumers a place to show why their Tiffany girls, and why their the “One and Only’s” and “Dream Girls”. They also have guys show why their in love with their dream girls, and why they feel like their girls are worth a Tiffany’s ring. Tiffany’s gives you that best friend you never had. Check out how Tiffany creates “A place for people in love ” below!
An informative advertisement video for whatmakestruelove.com that shows the features and specifications of the site and app .
A story telling video of Tiffany’s journey , which aims for those “Dream Girls” , while Tiffany’s show they are the “Dream Makers”. This was my favorite video of all of the videos because I enjoyed getting to know about “Mr.Tiffany” , his creation story, and his vision for the company . Also because like many of Tiffany’s videos , their short , simple, grabs my attention and makes me want to find out more .
I also researched Tiffany & Co. competitor brand Zales. I wanted to know what are some different and unique things Zales had to offer.
3 Things Different About Zales:
1. Colors, Colors, Colors! See their colorful selection below!
2. Their diamonds are cut in perfection. See why Zales diamonds shine bright!
3 . They sell different brands! not just their own. See the brands Zales sells below!
Colors, Colors, Colors!
Unlike Tiffany’s, Zales aren’t all about the clear and blue diamonds. They also don’t focus as much on brand personality and image like Tiffany’s, but what they do a great job of is making sure they have a variety of styles, rings, and colors. Like i discussed in the Business Models post, Zales creates great partnerships and instead of trying to build an individual brand image they are more focus on what exactly a consumer wants and needs. One thing, they been doing a good job of promoting is color and I must say even though I love Tiffany’s personality and they reach my hedonistic needs, Zales does a better job of reaching my utilitarian needs. Come on! Every girl likes rings with her birth stones, or favorite colors. I know for me color is a requirement. Every relationship, and every girl is different. What Zales allows you to do is customize and find a ring that would be perfect for the kind of girl you are, or the kind of girl you have. They don’t focus on the perfect girl, but the perfect ring. See how Zales Shines Bright with their colorful collection below:
An commercial video that is promoting Zales new color collection .
Zales Diamonds are cut to perfection!
Zales also has videos that promote the fact that their reliable, and that they have professional diamond cutters. You don’t have to worry about your 14k ring being 13k with Zales. If you watch the video below you can see that Zales are trying to reach an audience of people who are focused on the size of the diamond, and getting a quality ring for a good price. Zales promotes the “Extraordinary diamond”, while Tiffany’s promotes the kind of woman that they believe should have a diamond on their hand.
They Sell Different Brands!
Zales also partner ups with different sites. For example, their Vera Wang LOVE collection. They give people the opportunity to enjoy their brands and other brands they would wear other than Zales. Zales is not for the city girl but for the country girl, or the simple girl who needs some extravagance in her life. Zales is for the girl who would be happy with any plain big ring on her hand. You can find a simple ring at Zales. With Zales you have simple, customization, affordable, and available. You cant beat that deal, Check out more about Zales & its Vera Wang LOVE collection below:
An informative video on Zales “Extraordinary Diamond”. This was my least favorite video because it was so long and could not keep my attention . Also because I don’t really care about how my diamond is cut, and the whole “the perfect cut gives it a perfect shine” pitch just didn’t work for me .
An advertisement video showing and promoting Zales Vera Wang LOVE collection .
Which brand do you think is more for you? Zales or Tiffany’s Leave your comments below!