Why Clothes? Examining Marketing Segmentation for Tiffany and Co.

Why Clothes?

* Stable position

* Tiffany & Co. has an exceptional track record and has proven brand vitality and customer attitudinal loyalty toward the brand. In other words, they possess extraordinary brand insistence. That is, brand awareness, accessibility, value, relevant differentiation, and emotional connection. We expect Tiffany & Co.’s new clothing line, TIFFANY, to build upon this brand insistence.

* Ubiquity

* The trademark qualities of Tiffany’s can be carried over into the TIFFANY clothing line, making it clever for Tiffany & Co. to start a clothing line. Customers enjoy the image that wearing Tiffany’s jewelry creates for them. Thus, Tiffany’s can use this unique attribute to sell their clothing. Clothing molds a subtler, yet far more ubiquitous, personal image than jewelry. Women who take pride in standing out in formal and informal settings alike with Tiffany's jewelry can now demonstrate this through their clothing with the TIFFANY clothing line. Tiffany & Co.’s strong foundation of loyal customers and reliable brand name can be used to market their clothing.

* Available market

* Tiffany & Co. not only sells jewelry but it sells an experience. Furthermore, Tiffany’s consumers are part of an exclusive network. For this reason, the TIFFANY clothing line will be a great extension of the existing brand. It will invite women professionals – an increasingly powerful demographic section – to join this network. Tiffany’s expects to find favor with its current customers, but – just as importantly – it hopes to build new client relationships with women who currently lack sufficient market options for essential professional or dressy every day wear. Ever original, Tiffany’s presents American royalty through a bold new selection for women who stand out in everyday life. TIFFANY will symbolize not only monetary, but social, empowerment.

* Market share

* Existing customers also have a...