Today let's focus on the New York City jewelry brand: Tiffany&Co. We are going to discover how this brand has become one of the biggest American Luxury brands. And we are going to see this through th 4C's marketing method (context, consumers, competition, capabilities):  
We are here, focusing on consumers: Tiffany's consumers have always been wealthy people, from the "high society", around the world. They are people who can afford the products and (really important) show them to the others at balls and parties, around their neck or at their ears. They are represented by people such as Audrey Hepburn or Gal Gadot, for instance. A specificity of Tiffany&Co is that their consumers come from around the world, they are not just American. People who buy at Tiffany want to own a part of the famous brand and a part of its heritage.
But now that Tiffany is owned by the big group LVMH since 2019, consumers are more diversified, they are younger and active. They work and buy a jewelry for important moment of their life (birthday, wedding, graduation…).
The brand is especially on Instagram which attract younger people, and she plays with marketing in order to become a trendier brand.
As part of this renew, in 2017, Lady Gaga become the new ambassador of the brand, which shows the evolution of the brand’s consumers.
Furthermore, the brand follows trends and the movement of the world. Who moves a lot and fast nowadays. As an example, they create a collection at each occasion, Mother’s day, Women’s day, Valentine’s day…, and this collections are shown and tease on their social networks.

CONSUMERS