Does the Magic Elixir of Treasure Rejuvenate the Elderly Work in the End - Taking Tiffany as an Example: A Study on the Brand Strategy of Younger Jewelry Industry

Abstract

In the era of millennials becoming the main force of young consumers, how to make the brand younger is the key to revitalize the strength of the old jewelry. This paper mainly uses SWOT analysis and comparative analysis to analyze a series of strategic measures taken by the old luxury jewelry brand taking Tiffany as an example in the face of the younger market consumer groups, such as developing online and offline pop-up stores, creating younger social opinion, digital interaction, looking for traffic star endorsement, bold use of new design language and so on as well as their influence. Based on the analysis results, the paper finally puts forward a series of suggestions for Tiffany, a high luxury jewelry brand: adjust the positioning to the high-end class instead of focusing on the public; Widely use and deepen the customization service to produce more personalized jewelry; And extensive use of online distribution, while focusing on building physical stores to raise brand awareness and receive customer feedback quickly.