Epilogue

 

This was an individual research project focused on luxury marketing, completed during Spring, 2023. The assignment involved conducting a comprehensive, multi-format marketing audit of the iconic jewelry house Tiffany & Co., with Cartier selected as the benchmark competitor for comparative analysis. The goal was to evaluate Tiffany’s market performance, strategic direction, and brand equity within the global luxury landscape, while offering insight into evolving consumer expectations and brand relevance.

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The final deliverables included a formal research report, a presentation deck, and an Excel-based data analysis file, which included first-hand gathered data of both brands' social media performance —all of which contributed to a holistic review of the brand’s internal and external marketing environment.

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The audit incorporated core elements of a professional-grade luxury marketing review, including:

• Brand Identity & Market Positioning

• Competitive Benchmarking (Tiffany vs. Cartier)

• Customer Segmentation & Demographic Profiling

• Product Mix & Innovation Strategy

• Pricing Architecture & Luxury Value Perception

• Distribution & Retail Experience (Brick & Mortar vs. E-Commerce)

• Communication Strategy & Media Spend Overview

• Social & Digital Engagement Performance

• Tone of Voice & Campaign Critique

• SWOT Analysis & Brand Health Assessment

• Financial Metrics & Market Share Insights

• Cultural Relevance & Brand Modernization under LVMH

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Through this audit, I explored how Tiffany & Co. is actively evolving from a legacy heritage brand into a more modern, culturally aware house—particularly through campaigns such as "Not Your Mother’s Tiffany" and its high-profile collaborations with artists like Beyoncé and Jay-Z. I compared these efforts to Cartier’s timeless, heritage-driven approach rooted in scarcity, tradition, and timeless refinement. 

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This project challenged me to combine strategic business thinking with cultural fluency, and to evaluate luxury both through first-hand performance metrics, and through symbolism, aspiration, and emotional value. It taught me how to dissect luxury consumer behavior, how to evaluate luxury brand relevance within generational shifts, and how to transform complex findings into actionable strategic recommendations. Above all, it sharpened my ability to think like a brand strategist—where data, narrative, and experience intersect.