tiffany and company PDF

Tiffany & co.

Fashion Semiotics exam 27.11.14 ”Creating an ad campaign according to brands

communicational profile”

!!

Sophia Andersson Master in Fashion Events & Public Relations 2014/2015

IED Florence Prof: Riccardo Bresciani

• brand mission

• brand philosophy

• brand positioning

• brand communicational profile, 4 levels:

1. expression

2. mood

3. storytelling

4. values

• Tiffany & Co. holiday ad campaign 2011

• My created Tiffany & Co. ad campaign

Agenda:

brand missonThe Tiffany & Co. mission statement is: !”To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewelry." !Tiffany & Co. is about fine jewelry success combined with social and environmental responsibility. The brand is associated with romance, quality customer service and luxury where consumers buy a piece of jewelry associated with its status and brand recognition. !It was co-founded by Charles Lewis Tiffany and John Young in 1837 when they opened a retail store in New York City which sold “fancy goods.” Later on they began designing and selling hand-crafted sterling silver items, jewels, and timepieces.

brand philosophy

• Dedicated to the ”Tiffany Experience” (through the 5 senses)

• Brand loyalty is forever

• Customer service orientated support after sale

• Quality and craftsmanship

• Design and innovation

• Marketing and brand maintenance

resources:

• Sourcing of socially responsible materials

• Access to excellent talent

• Design

• Marketing

brand positioning• high quality engagement

rings • strong association to the

brands status and brand recognition

• iconic reputation • exclusivity • image as tasteful and

high-end luxury • heritage • well-known designers

(elsa peretti, paloma picasso , frank ghery etc)

• relationships, weddings, children etc

• romance • elegance and beauty • the blue box

recognition • the famous movie

”breakfast at Tiffany’s from 1961” starring audrey hepburn

brand positioning !

Competitors:• BVLGARI

• Cartier

• Harry Winston

• De Beers

• David Yurman

brand communicational profile expression,

mood, storytelling and values

profile expressionThe setting of a typical Tiffany & co. advertisement is usually outdoors, expressing a romantic location and mood, showing a middle-aged, subtle yet wealthy couple or an elegant single female model. The choice of setting always looks familiar but always extravagant, for example: a wedding, a christmas celebration, a babyshower, a fancy lunch in an expensive restaurant or a romantic walk in a garden.

The famous blue color is always present, usually the blue little box is placed in the hands of the man who is about to surprise his lady with a gift. The New York environment with its typical buildings in the wealthier parts of the city, famous monuments and the local weather also plays a big role. Using historical buildings reflects Tiffany’s advertisement campaigns very well.

Tiffany’s communicational profile expression, mood, storytelling and

values

profile moodTiffany & co. brand attitude is very romantic, magical, timeless, tasteful and gives out the idea of wealth and a sensation of exclusivity and high-end luxury. It has a mesmerizing effect to the mood. They often use young and middle-aged beautiful models in their ads appearing happy and successful, speaking of a ”forever young” feeling combined with the brands rich heritage and classic style.

Tiffany’s communicational profile expression, mood,

storytelling and values

The brand represent the ”picture perfect” families and couples who has comfortable yet very luxurious lifestyles. Choice of location is often NYC. Tiffany’s manage to create a strong desire with their advertisement campaigns, store interiors and events always keeping love and romance in focus.

A wedding, a travel, a proposal, a shopping trip, a baby shower, a romantic dinner etc.

profile storytelling

Tiffany’s communicational profile expression, mood,

storytelling and values

profile values

• high quality engagement rings, and the worlds

finest jewelry's

• strong association to the brands status and

brand recognition (the little blue box)

• design and innovation

• exclusivity

• rich heritage

• successful and romantic relationships

• quality and craftsmanships

• marketing and brand loyalty

• social and environmental responsibility

• superior customer service

Tiffany’s holiday campaign 2011

expression!

• A young and elegant couple holding hands shown in profile

• The location looks like an important building with a rich heritage. It has rounded shapes to the high ceiling, beautifully elaborated details and a private garden/park they are just about to enter

• The subtle colors and shades in the image makes the blue little box that he is holding behind his back, stand out

• Snow and trees

mood!

• romance

• magical, almost fairytale

• excitement

• affection

• a cozy winter afternoon

• architecture

• luxurious lifestyle

storytellingLooks like a young/middle-aged couple very much in love, having an afternoon winter stroll. They are about to enter a mesmerizing park after their lunch and he is about to propose to her. Could possibly be the location where they will get married. The woman seems curious and excited and he looks like he will go down on his knees when they finish the stairs to pop the question.

values• high quality engagement ring, fine

jewelry

• strong association to the brands

status and brand recognition (the

blue little Tiffany box)

• rich heritage (location + Tiffany’s)

• luxury and design

• romance

• outdoor lifestyle

• relationship/wedding

My created Tiffany & Co. ad campaign

expression• A young, elegant woman shown in profile

• The location looks like an important building with a rich heritage. It has rounded shapes to the high ceiling, beautifully elaborated details and a private garden area where she is having a coffee

• The black and white image makes the colorful blue little box that is hidden under the table and popping out of the handbag, stand out

• A typical garden/restaurant area: tables, a plate with coffee cups, umbrella, chairs, plants, two handbags and a couple sitting in the background looking towards her direction

mood

• preciousness (the gift)

• lovestory

• surprise

• excitement

• idea of exclusivity and status

storytellingLooks like a young woman having a nice afternoon coffee together with her boyfriend sometime during fall. She had no clue that he was going to propose to her, but in this moment she just discovered him coming towards her and behind him followed a band playing music. A very romantic and classic proposal.

values• high quality engagement ring, fine

jewelry

• strong association to the brands

status and brand recognition (the

blue little Tiffany box)

• rich heritage (location + Tiffany’s)

• luxury and design

• romance

• active lifestyle

• relationship/wedding

Quick sum-up! I believe that my ad campaign is consistent with the brand

heritage. The atmosphere is very similar to many other Tiffany & Co. advertisements. The sort of mystique, the same kind of setting and the building in the background (which is a building at Piazzale Michelangelo in Florence) reminisce of a rich heritage, just like the company uses these type of locations and architecture for their ads and store locations too.

The black and white image looks nice to the Tiffany blue banner and makes the ”little blue box” pop out perfectly from the bag. I think it could be an ad from another decade, even the 60’s, and this makes it also very interesting. I think the shadows on the ground created by the chair, table and natural daylight are very beautiful, and the lines are all pointing at the same direction: towards the Tiffany gift. O v e ra l l , i t ’s a n e l e g a n t a d m at c h i n g T i f f a n y ’s communicational profile.

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Grazie!