Tiffany & Co.

ESSEC Business School Paris · Luxury Brand Management

Luxury is not only about selling exceptional products, but about building a world capable of creating desire, aspiration and meaning over time. In this project we carried out a strategic analysis of Tiffany & Co., examining how a luxury brand builds and protects its identity through heritage, visual codes, storytelling, the Brand Prism and sustainability as part of its value proposition. We also addressed one of the sector’s major challenges—maintaining exclusivity in an increasingly competitive market—and proposed ways to strengthen brand value, innovate without losing its essence and connect with new generations.