Analyst Insight by Rob Walker - Contributing Analyst
When a luxury brand renowned for high-end products takes a big chunk of its portfolio downmarket, there are risks. The biggest is that its prestigious image becomes diluted and affluent consumers drift away. Tough times call for bold decisions, though. Rewind a year and a half and US luxury jeweller Tiffany & Co found itself in choppy waters. Sales were sinking like a stone in its core home market, and in its New York flagship especially. Revenue in Europe and Asia Pacific was in freefall too.
In a bid to turn things around, Tiffany ramped up its participation in affordable luxury. At its famous New York flagship on Fifth Avenue, well-heeled shoppers could still spend upwards of US$50,000 on a piece of statement jewellery, or US$5-10,000 on a piece of fine jewellery. But, low-priced silver jewellery, typically costing less than US$500 a piece – and led by a new range branded as the Atlas collection – began to grow in visibility. Few retailers anywhere in the world offered products covering such a cavernous price spectrum.
Tiffany & Co: Global Net Sales
Source: Euromonitor International from company press release