Fashion

225 Fashion Promotion & Social

Media: Group Assignment
Tiffany & Co.
Jacqueline Trunks, Elizabeth Kyi, Andrea Della Mattia, Rebecca Ventura, &
Ceilidh Hurst

Fashion 225 Fashion Promotion & Social Media: Group Assignment

Tiffany & Co

Table of Contents
EXECUTIVE SUMMARY

STEP A: SITUATION ANALYSIS

4-7

INTERNAL COMPANY ANALYSIS

EXTERNAL COMPANY ANALYSIS
SWOT ANALYSIS CHART

4-5
6
7

STEP B: OBJECTIVES

STEP C: TARGET AUDIENCE

9-10

TARGET MARKET PROFILE

SOCIAL MEDIA PROFILE

9-10
11-13

STEP D: SOCIAL MEDIA ZONES & VEHICLES

14-18

SOCIAL COMMUNITY
SOCIAL COMMERCE
SOCIAL PUBLISHING
SOCIAL ENTERTAINMENT

14-15
16
17
18

STEP E: RECOMMENDATIONS

19-20

BIBLIOGRAPHY

21-22

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EXECUTIVE SUMMARY
Tiffany & Co. is in the strategic phase of their social media marketing plan. They
have developed a strong digital identity that extends across multiple social media
zones and vehicles. The companys online identity reiterates their overall brand
message in an effective and consistent manner. With the marketing plan Tiffanys
has been developing, the company has created the opportunity to increase adoption
rates among those who are now merely displaying interest in the brand.

The main objectives behind Tiffany & Co.s social media marketing plan involve the
maintenance of currently held relationships with brand loyal customers, as well as
an initiative to encourage new buyers to take the leap from interest and evaluation
stages of adoption to trial and adoption of the Tiffanys brand.

The objectives behind Tiffanys marketing plan targets Tiffany, a social and fun-
loving girl who places a lot of emphasis on love and tradition. She is a very active
social media user and especially likes social networks and feeling connected. She
uses social media for multiple purposes, including communication and
entertainment.

In order to appeal to Tiffanys social media habits, Tiffany & Co. employed a social
media marketing plan that encompasses all social media zones. Facebook and
Twitter accounts allow the target audience to engage in communication with other
Tiffanys customers as well as with the brand itself. On Tiffany & Co.s microsite,
whatmakeslovetrue.com, users can publish their own love stories and pictures of
true love. Tiffany.ca allows its visitors to purchase items online and Tumblr and
YouTube appeal to the target audiences desire for entertainment.

To maximize the potential of social media with regards to the Tiffanys brand, the
company would benefit from maintaining constant activity on all accounts, making
sure all content is recognizably Tiffanys, and introducing more diversity and
creativity into their content.

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STEP A: SITUATION ANALYSIS

INTERNAL COMPANY ANALYSIS

A. What activities exist in the marketing plan, which can be leveraged for
social media marketing?

Tiffany & Co. possesses a strong digital presence, especially in social media, a strong
brand name, a high standing image and reputation based on high quality, and a
loyal following and brand equity. All of these traits can be leveraged for social
media marketing success.

Strong digital presence
Tiffanys is already one of the front-runners when it comes to an online digital
presence and a favourable social persona. They own an effective corporate website
that has both promotional and transactional functions, as it allows customers to
make purchases, as well as provides in-depth information about products, the
company, and their promotions. They currently have two apps focusing on
engagement and their What Makes Love True promotion, as a well as a strong
standing in social media, with avid Twitter followers, Facebook fans, among others.

Strong brand name
Tiffany & Co. is a brand name synonymous with romance, quality, and sophistication
and is known worldwide. Tiffanys blue has become so famous that it is protected as
a colour by trademark. Tiffanys has created such a strong following in the
engagement ring market that they became know for their standard engagement ring
setting known as the Tiffany mount or Tiffany setting in which a set of prongs
holds a gemstone (diamond) attached to a plain band (Mayntz). Tiffany & Co. is one
of the top brands in the fine jewelry market. Having a strong brand name facilitates
the success of their social media marketing.

High standing image based on high quality
Tiffanys is one of the most well-known and reputable brands in the world. The
brand is based on consumer perceptions, primarily the perception of high quality
jewelry and accessories. Additional factors, including the little blue box packaging,
luxurious storefronts, and professional and knowledgeable sales staff, add to
consumers perceptions of a luxury brand.

Brand loyalty & brand equity

Brand loyalty and brand equity stem from having a strong brand name and having a
high standing image based on high quality. Tiffanys is also customer service
oriented and dedicated to the Tiffanys experience. All of these factors encourage
first time and repeat customers that will pay the extra price just to purchase
something that is from Tiffanys. This brand loyalty is part of the companys
competitive strategy and allows them to maintain market share.
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B. What is corporate culture?

Tiffany & Co.s corporate culture is a reflection of the companys values, which
include quality products, customer service, and building long-term, lasting
relationships (CRM). Social media marketing ties right into their corporate culture,
as it simply promotes their values and aids in building and maintaining a strong and
loyal consumer base. Social media is able to highlight and promote Tiffanys
products, particularly their bridal jewelry, while securing a loyal consumer base.
The company is also heavily focused on corporation social responsibility (CSR),
which they are able to promote through their social media vehicles. Well-
established social media is already a part of Tiffanys corporate culture and business
strategy.

C. What resources exist that can be directed to social media activities?

Tiffanys is a vertically-integrated company, as they produce 60% of their
merchandise in-house (Data Monitor). This positively impacts the companys
market position and gives the company increased control and access to information.
This centralization of information allows the company to more closely monitor and
protect the quality brand image it has established and makes marketing, and more
specifically social media marketing, easier.

The fact that Tiffanys has such strong brand loyalty and brand equity translates into
a comfortable segway into social media marketing and amplified success. The
company is able to harness its success in traditional marketing and transfer into the
tradigital world of marketing.

D. Is the organization already prepared internally for social media activities
(in terms of policies and procedures)?

Tiffany & Co. is currently implementing a social media marketing plan and is
therefore thoroughly prepared for social media activities. The company is currently
in the strategic phase of social media marketing maturity, as they utilize a formal
process to plan social media marketing activities w/ clear objectives and metrics
(Tuten and Soloman). Within their marketing plan, Tiffanys uses integrated
marketing communications to ensure coordinated and consistent marketing efforts
at every customer touchpoint. This important as it allows for a fluid transition
between the brands social media vehicles and incorporates their traditional brand
image into their tradigital one. For example, each vehicle is consistent in using
Tiffanys blue, similar pictures with a noticeable Tiffanys mood and a focus on
love and romance.

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STEP A: SITUATION ANALYSIS

EXTERNAL COMPANY ANALYSIS

A. Who are our customers? Are they users of social media?

Tiffany & Co. customers are predominantly females aged approximately 18-50. A
large proportion of the target market consists of millennials, aged 18-33, who are
heavy users of social media (Tuten and Soloman). Social media can therefore be
used to continue to target already existing customers and maintain their brand
image and loyal followers. It may also be utilized to target potential customers that
are already interested in Tiffanys products bridge the gap to adoption and
purchase.

B. Who are our competitors?

Tiffany & Co. unfortunately suffers from intense competition in the jewelry market
consisting of low-end and high-end competitors. While Tiffanys is predominantly a
high-end fine jewelry brand, the company has a product line-up that ranges from
high to low and thus has competitors at every point. Tiffanys lower end competitors
include Pandora, Links of London and mall jewelers, such as Peoples, Mappins and
Ben Moss. Tiffanys also faces competition from more upscale retailers such as
Cartier, Bulgari, David Yurman, Harry Winston, and Fred Leighton. Tiffanys
strongest competitor continues to be Cartier.

C. What are the key trends in the environment, which may affect our decisions
regarding social media marketing?

The biggest threat to Tiffany & Co.s success as a brand is the current economic
climate. The current standing of the global economy is desperately low. With recent
job losses and increasing interest rates come a decrease in discretionary income and
discretionary spending for many Tiffanys consumers. Most if not all of Tiffanys
products are discretionary products, eliminating a need for purchase in tough
economic times. Given this outlook, the global economic state poses a great threat to
Tiffanys sales and profits and stock performance, as there is a slowdown in
purchases, particularly high-end pieces. As well, this will maintain the gap between
interest and adoption in Tiffanys potential customers.

Another environmental trend affecting Tiffanys social media marketing relates to
demographics and the fact that on average, people are getting married later.
Therefore Tiffanys target markets, who follow their social media, are not in a place
where they are necessarily getting married. This creates issues as their social media
message does not align with their target market, as their social media focuses
heavily on marriage, love and romance.

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STEP A: SITUATION ANALYSIS

SWOT ANALYSIS CHART

STRENGTHS

WEAKNESSES

Strong online presence, especially in
social media
Strong brand name

High standing image and reputation

based on high quality
Brand loyalty & brand equity

OPPORTUNITIES

Opportunity to expand marketing

focus to a slightly younger

population with a moderate income
Opportunity to integrate
e-commerce into social media in
order to promote purchase with
potential customers

High interest, yet lower adoption

rates
Being viewed as an exclusive brand
may hinder purchasing in target
market

THREATS

Poor economy
Social media tightly focuses on
marriage
Intense competition

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STEP B: OBJECTIVES

Tiffany & Co. targets tech-savvy individuals between the ages of 18 and 35 with
their social media marketing efforts. Within this age group, there are two different
segments of consumers: the loyal customer and the aware consumer. These two
segments determine Tiffanys two social media objectives.

OBJECTIVE # 1

The first segment of people involves the loyal customer. These people have already
purchased a piece of jewelry from Tiffanys. The 80/20 rule states that 20% of a
brands customers purchase 80% of all sales and thus, appealing to this loyal
segment of the market is crucial for productivity. The company aims to maintain
their brand image, brand loyalty and exclusivity in the minds of this consumer
segment with their social media tactics. In order to accomplish this goal, Tiffany
incorporates a pull marketing strategy. Thus, consumers actively seek out
information from the company as opposed to Tiffanys pushing their marketing and
promotions on consumers. The company accomplishes this technique by blending
traditional and tradigital marketing with their social media efforts in a consistent
manner to strengthen their brand image. Through the use of Twitter, LinkedIn,
Tumblr, and Facebook Tiffanys informs consumers about their products and allows
consumers to interact with the company and with each other. Overall, customer
relationship management is employed to make users feel connected to the Tiffanys
brand.

OBJECTIVE # 2

The second segment of the market encompasses the aware consumers, who know of
Tiffany & Co. but have yet to actually purchase the product for various reasons, such
as a lack of discretionary funding. Tiffanys pull strategy is also directed at this
segment of the market because it reiterates exclusivity. Social media also effectively
encourages the aware customer to develop a stronger relationship and emotional
connection to the Tiffanys brand. Furthermore, their social media efforts encourage
in store visits and guide consumers to the Tiffany & Co. online transactional website,
promoting product trial and adoption. Encouraging store visits, online and in
person, increases the chance that consumers will make a purchase, thus moving this
segment into the brand loyal category of customers.

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STEP C: TARGET AUDIENCE

TARGET MARKET PROFILE

CATEGORIES
Geographics

Demographics

Psychographics

Tiffany
VARIABLES
Region
City or Census
Metropolitan
Area Size
Density
Climate
Age
Gender
Family Size
Stage in Family
Life Cycle
Income
Occupation

Education
Ethnic
Background
Home
Ownership
Personality

Lifestyle

Behaviouristics

Benefits Sought

BREAKDOWN

Developed nations internationally

250,000-1,000,000+
Urban
Any; Cold OR Warm
18-35
Female
1-4
Young single adult
Young married, w/ or w/o kids
$60,000-200,000
Professional
Sales
Managerial
College or University graduate
All ethnic backgrounds
Owns or rents home
Tiffany is a rather traditional woman who
places a lot of emphasis on love and romance.
She is outgoing and friendly, but at the same
time, on the conservative side. She believes in
marriage and notions of true love and fidelity.
She carries with her a sense of elegance and
class.
Tiffany is very social. She spends a lot of time
with friends and going out on dates. Shes also
actively involved in her career. Since Tiffany &
Co. is at a relatively high price point, the
target consumer must have a higher than
average income to accommodate
discretionary purchases.
Tiffany generally hopes to attain the status
and gratification involved in owning a piece of
Tiffany jewelry. The pieces are usually quite
traditional and classic. Potential consumers
may buy Tiffany & Co. jewelry as an
investment.

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Usage Rate

User Status

Tiffany & Co. targets a wide array of usage

rates from light to heavy users. The brand
focuses heavily on their selection of
engagement rings, which a couple may save
up for and cherish for a lifetime. However,
they also focus on a strong sense of brand
loyalty, which would appeal to those of higher
incomes who can afford to buy multiple
pieces of precious jewelry at Tiffanys
regularly.
Similar to the usage rate, Tiffany & Co.
attempts to target people of all user statuses
such as first time users, regular users and
loyal users. They offer items at a wide range
of price points to appeal to all ages and
purposes. The company has built such a
strong brand image that the name Tiffanys
has become synonymous with high status and
quality. Consequently, women develop a
desire for the brand from an early age. Tiffany
& Co. targets these young users with their
sterling silver jewelry at lower price points
and targets more regular and loyal customers
with higher incomes with their high quality
bridal, anniversary, and other more expensive
pieces.

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STEP C: TARGET AUDIENCE

SOCIAL MEDIA PROFILE
Social Media Segmentation
VARIABLES
BREAKDOWN

TAXONOMIES
Joiner
Social
Technographics

Pew Internet
Technology
Types

Anderson
Analytics

Microblog User
Types

Tiffany visits and maintains her

Facebook, Twitter, and Instagram on a
daily basis updating her statuses,
tweeting, and posting pictures.
Conversationalist She engages in small talk with friends
as well as deep conversation through
Facebook message, Twitter direct
message and Email regularly. She also
uses social media as a means of
engaging in public discussions about
things that interest her.
Collector
Tiffany demonstrates her collector
nature by keeping a Pinterest account,
where she frequently repins content
posted by others to her wedding,
style, and food boards.
Media Mover
Tiffany can be classified as a media
mover because of her tendency to use
social media on the go via her
smartphone. Her Pinterest app allows
her to repin as she waits for her
appointment in the dentists office for
example.
Fun Seeker
Tiffany sees social media as a way to
cure boredom and engage in fun
discussion. She finds it moderately
useful and sees no barriers such as
privacy issues standing in her way of
participating in the world of social
media.
Social Media
She is a social media maven because
Maven
she is incredibly familiar and apt with
social media and technology and uses it
frequently.
Attention Seeker Tiffany rarely creates her own content
because she enjoys surfing through the
content of others and reposting those
things that speak to her to create her
digital identity.

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Why Tiffany
Logs In

Affinity Impulse

Tiffany frequents social networking

sites and enjoys publicly
acknowledging her relationships with
her friends and family by writing on
their walls, commenting on their
pictures, wishing them a happy
birthday, etc.
Prurient Impulse She also uses the same social
networking sites to keep up with the
lives of people she knows; for example,
she likes to keep a Facebook friendship
with her high school classmates so she
can know what they are up to. She feels
a curiosity about the lives of others and
social media allows her to feed it.
Contact Comfort Social media acts as a way for Tiffany to
and Immediacy
feel close to her friends and
Impulse
acquaintances even in todays busy
world. She is able to communicate with
others and receive relatively immediate
response, allowing her to maintain
friendships even if she cannot
physically see the person. She derives
comfort from this ability to feel close to
people even from a distance.
Validation
Another purpose Tiffany uses social
Impulse
media for is to show others what is
going on in her life. She assumes others
feel the same prurient impulse she does
and would like people to perceive her a
certain way when they indulge it.

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STEP C: TARGET AUDIENCE

SOCIAL MEDIA PROFILE
Social Media Segmentation Cont
Tiffany is a digital native, having been born into a digital
Social Media
world. Upon waking each morning, she checks her Facebook,
Habits

Product Usage

Social Activity

Social Style

Twitter, and Instagram feeds before even leaving bed to see

what she missed during the night. She keeps up with her social
media outlets constantly throughout the day, both by posting
her own statuses and tweets and viewing and sharing content
posted by others. She frequently retweets her friends and
accounts she finds interesting, comments on statuses, and
likes the company profiles she wants to stay up to date with.
Tiffany is part of the majority category in the diffusion of
innovation in terms of technology. She currently uses an
iPhone 4s and on it, she has downloaded many social apps
such as Twitter, Facebook, Instagram, and Tumblr. She doesnt
always post but she likes to make sure she does not miss out
on anything important.
Tiffany enjoys an active social life. She loves going out at night
with her friends and going shopping on weekends with the
girls. During every outing, she generally uses some sort of
social media to inform her followers of her activities, whether
it be a tweet about the amazing new bracelet she just bought
or an Instagram photo of her and the girls ready for a night
out.
Her style of post is generally to show her friends and followers
what is going on in her life and to feed her curiosity about the
lives of those she follows. She tweets classic, picture, and
sharing tweets. She also posts on friends walls that she hasnt
seen in a while to catch up. She enjoys using Tumblr to reblog
things she thinks are interesting or catch her attention but she
rarely creates original content to post.

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STEP D: SOCIAL MEDIA ZONES & VEHICLES

SOCIAL COMMUNITY

The vehicles in this zone focus on building and maintaining customer relationships,
customer service, building brand/ product awareness (earned media) and building
the brands personality. They engage in brand to customer relationships by
encouraging consumers to interact with the brand (Tuten and Soloman, 110). They
also promote their products and collections by providing share applications that
will allow people to share with their connections, creating earned media and
expanding the companys reach.

FACEBOOK
Posts pictures of events, products and collections, consumer-generated
media (True Love pictures) and provides share applications for the fan to
engage in conversation (comment), share, and like the content
Provides links to their other social media websites (e.g. What Makes Love
True)

WHAT MAKES LOVE TRUE

View others love stories or share your own (provides share applications)
Company shares places to inspire romance within New York City (provides
share applications)
Provides romantic playlists and must see romantic movies (provides share
applications)
Allows couples to mark their initials on a map of NYC and share their
moments of true love through a photo gallery

YOUTUBE

Company shares videos of their history and vision, product and brand image
(The World of Tiffany), videos of real life love stories (What Makes Love
True), events the company has hosted and sponsored (Events), and insight
into the designers vision (Tiffany Designers)
Viewers can comment, like and share the videos
Viewers can subscribe to the page like

TIFFANY.CA

Provides applications that allow you to share the product your viewing with
Facebook, Twitter and Pinterest
Provides applications to email viewed product to a friend
Provides application called Drop A Hint to send the viewed product to a
significant other

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TWITTER

Tweets pictures of events, products and collections, consumer-generated

media and provides share applications for the consumer to engage in
conversation (reply) and retweet
They also engage with followers through retweeting the followers photos
and tweets

FOURSQUARE

Company gives tips on places to visit in New York City

Provides applications to like, save and share on Facebook, Twitter and via
email

INSTAGRAM

Company posts pictures of tips, poetry, consumer- generated media (true

love pictures), product and collections
Provides applications to share on Facebook, Twitter, Google, Tumblr and
Pinterest

LINKEDIN

Allows the company to interact and connect with eligible candidates and
Allows the interested candidates the opportunity to interact and connect
with the brand

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SOCIAL COMMERCE

The company uses social media applications on their e-commerce website and
smart phone app to allow consumers to interact while they shop. This is designed to
help the consumer through their decision making process, as they can seek feedback
from family and friends by sharing the information and make it an enjoyable
experience (Tuten and Soloman, 173). They also use LinkedIn for human resources
purposes. This website makes it easy for the company to connect with potential
candidates and vice-versa.

ENGAGEMENT RING FINDER (APP)
Smartphone app that allows consumers to view the perfect engagement ring
(and view on hand model), find their ring size, save their favorite rings, book
a consultation and read about the companys standards and quality
Provides applications to share the viewed ring on Facebook and Twitter
Provides application to email a friend the viewed ring

LINKEDIN

This vehicle is used for human resources purposes

Allows the company to interact and connect with eligible candidates and
Allows the interested candidates the opportunity to interact and connect
with the brand
Provides a forty-one second video (careers at Tiffany & Co.) about the
company and its reputation as an employer for interested candidates

TIFFANY.CA

Companys digital storefront allows consumers to purchase product online

(transactional website)
Provides applications that allow you to share the product your viewing with
Facebook, Twitter and Pinterest
Provides application to email viewed product to a friend
Provides application called Drop A Hint to send the viewed product to the
significant other

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SOCIAL PUBLISHING

In these vehicles, the company is sharing branded content that will strengthen the
awareness of the brands overall message. It also uses the branded content to bring
people back to the brands other social sites and the companys international
website by providing links. This branded content includes information about
product and events, tips to live by (advice), art (store windows), and videos (Tuten
and Soloman,122)

FACEBOOK

Posts pictures of events, celebrities and product with links that direct you
back to the companys international website to view the related information

YOUTUBE

The videos shared increases the awareness and strengthens brand image
There are links at the right-hand side of the companys official YouTube page
that direct you back to the other social sites they participate in and the
companys international website

TWITTER

Tweets about events, celebrities and products with links that direct you back
to the companys international website to view the related information

INSTAGRAM

Company posts pictures of tips, poetry, consumer-generated media (true

love pictures), products and collections that strengthen the brands image

TUMBLR

From Out of the Blue posts pictures of product, store windows, tips and
consumer-generated media (true love pictures) that strengthen the brands
image
Company also provides a list of links on the left-side of the homepage to
their favorite blogs which also increase awareness of the brands personality

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SOCIAL ENTERTAINMENT

In this zone, the company provides a number of romantic music playlists that enable
the viewer to connect emotionally with the brand. They also share videos that are
both educational and entertaining.

WHAT MAKES LOVE TRUE

The art of romance provides several romantic music playlists that viewers
can listen to via iTunes under a number of different titles, for example
Tiffanys playlist

YOUTUBE

A number of videos posted by the company that are entertaining and

informational
These videos are about the brand and about love, for example kids talk
about true love

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STEP E: RECOMMENDATIONS

REVIEW OF FINDINGS

Overall, Tiffany & Co. does an effective job of creating a strong online presence that
consistently demonstrates their brand image through social media. With profiles on
Twitter, Facebook, Tumblr, FourSquare, and Youtube, in addition to their own
applications and websites, the company has developed a clear digital identity.
However, there are opportunities to improve their social media marketing strategy.
Tiffanys could benefit from an improvement in the areas of personal consumer
interaction, posting frequency, and content originality.

RECOMMENDATIONS

First and foremost, Tiffany & Co. needs to be consistently active on all of their social
media accounts. Without consistent activity, users will not want to follow the
company or learn about their products from an online source. A solid presence in
social media will give Tiffanys recognition and help attain new followers. A great
way to practice this would be to engage customers on their social media accounts
such as Twitter and Facebook. Retweeting customer praise, answering questions
and comments from followers, and asking questions to followers are all effective
ways to interact with consumers on a personal level and receive feedback on both
what is working and what needs improvement.

Another issue to address is Tiffanys lack of diversity in their photos. By posting the
same photos on their Tumblr, Twitter and Facebook, they are isolating followers to
only one account. If users can see the same photos on each site, they will not feel the
desire to subscribe to each account. If Tiffanys were to use different photos on each
account, users would be more interested in checking each account for different
content. Instead of photoshopping the jewelry onto a Tiffany blue background, the
company should post photos of the jewelry as it would lie on a real body or ask
consumers to send in photos of themselves wearing their Tiffanys pieces.

Tiffany & Co. has not been active on its FourSquare account since June of 2011. For a
company such as Tiffanys where romance is integral, FourSquare offers many
marketing opportunities. The page currently lists romantic places in New York City
for lovers to share intimate moments, but isolates its customers by focusing only on
New York. By expanding into different locales and cities, Tiffanys would reach more
customers and keep them interested in their FourSquare page.

YouTube is a large player in the world of social media and there is room for
improvement in Tiffanys utilization of the vehicle. In order for Tiffanys to capitalize
on YouTubes marketing potential, the company should develop a stronger presence
on the site and attract those customers falling under the social technographic sector
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of spectator, who enjoy consuming content posted by others. More specifically, with
such an important role in the new Great Gatsby film, Tiffanys should be pushing to
promote the film with each of their social media accounts. The company could
create videos with behind the scenes access and interviews with the cast. They
could also produce videos discussing which pieces were chosen and why they are
relevant to the film. It is far from common knowledge that Tiffany & Co. supplied the
jewelry for the film, and the company is could facilitate enormous amounts of
publicity by making their involvement in the film more widely known.

Finally, Tiffany & Co. needs to update their applications. The Engagement Ring
Finder is rather intimidating in its approach, which could push away men and the
average engagement ring consumer from using the app. To make the app less
overbearing, Tiffanys should make it more appealing to their male audience. If the
company were to include suggestions on romantic gestures, ways to propose, and
stress relievers to make men feel at ease, the application might receive more use
and more favourable reviews. Tiffanys should also bring more attention to their
What Makes Love True app. This application is a wonderful way to have Tiffanys
consumers interact with one another and with the company. With romantic stories
and maps to tag your intimate moments, the website and app have a lot of
marketing potential. However, the website and app are rather detached from the
other Tiffany & Co. social media outlets. A link to the website on the Tiffanys
homepage and perhaps adding Tiffany & Co. to the name would bring more traffic
and users to the website and app.

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