TIFFANY & CO.
Part I: History and Growth
i. How the brand was conceived
The Tiffany Story
In 1837, Charles Lewis Tiffany and John F. Young founded Tiffany & Young in Broadway, New York, selling stationery and varieties of costume jewelry (Tiffany and Co., 2014). Tiffany and Young took on another partner, J. L. Ellis in 1841, and the store became Tiffany, Young & Ellis, with a reputation in selling upmarket goods, bohemian glass and porcelain. It also began manufacturing its own jewelry. Within the next five years, the store began to receive widespread popularity in the city that it expanded into selling real jewelry, a more complete line of stationery and silverware. In addition to these, Tiffany’s carried clocks, watches, ornaments, bronzes, perfumes, moccasins, belts, and other sundries.
The brand published its first mail order catalogue in 1945 – The Tiffany Blue Book, which featured its rarest and most spectacular jewels, and was the first retail catalogue to be distributed in the U.S. However, in the 1850s, Charles bought over his partners’ shares and renamed the store to Tiffany & Co, opening branches in London and Paris. Tiffany’s was also the first American company to employ the British silver standard (92% pure), and this was subsequently adopted by the U.S Government (The Editors of The Encyclopædia Britannica, 2013).
Part II: Brand Meaning
i. Describe the Brand Elements
Brand name:
Tiffany and Company (known colloquially as Tiffany or Tiffany's)
Logo:
A serif, custom typeface that spells Tiffany & Co. in all caps
Colour:
Known as Tiffany Blue, the colour was selected by founder Charles Lewis Tiffany for the cover of the Blue Book, Tiffany’s annual collection of exquisitely handcrafted jewels, which was first published ...
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...Tiffany & Co. (2014). Timeline | The Tiffany Story | Tiffany & Co. Retrieved May 1, 2014, from http://www.tiffany.com/WorldOfTiffany/TiffanyStory/Timeline/
4) Hall, H. (1895). America's successful men of affairs an encyclopedia of contemporaneous biography.. New York: New York Tribune.
5) Gorman, K. (2011, November 6). What’s Red and Blue and Litigated All Over? Louboutin, Tiffany, and the Future of Trademarked Colors. Columbia Business Law Review Whats Red and Blue and Litigated All Over Louboutin Tiffany and the Future of Trademarked Colors Comments. Retrieved May 1, 2014, from http://cblr.columbia.edu/archives/1186
6) Harris, A (2013, November 19). Tiffany engagement ring stands the test of time. Vancouver Sun, Retrieved from http://www.vancouversun.com/life/fashion-beauty/Tiffany+engagement+ring+setting+stands+test+time/9185848/story.html?__lsa=a8e8-7020
Charlotte Russe was founded in 1975 under the Lawrence Merchandising Corporation. The first Charlotte Russe was first opened in Carlsbad, California, while being named after a desert that the Lawrence brothers remembered from their childhood.
During the period of 1919 and 1924, the company started its first expansion in Oxford Street and was selling everything from make-up to toys. So far, over 15 million had shopped in the store. Selfridges & Co. had one of its most important moments on the celebration of its 16th birthday, when a television set was presented for the first time. In addition, the company ended up later leading the way of selling it. In 1929, Selfridges was the largest retail group in Europe, being considered the most imperial building in London.
A very lucky few, such as the Straus family who owned Macy's (bought in 1887), Lyman G. Bloomingdales who started Bloomingdales (1872) and the Altmans of B. Altman & Co (1865). (Hendrickson 66, 105 & 159). Many of the enormous department stores which Americans and the world cherish so much, started from theses poor Jewish German immigrants. These stores, such as Bendels, A&S and Gimbels helped established New York City as one of the top four fashion capitals of the world (Ellecanada). They moved to cities with a big population with many job opportunities because "The Jews were men who act...
1786 - The first store or shop for the sale of merchandise was opened in Nashville in 1786 by Lardner Clark. Clark brought his goods from Philadelphia packed on ten horses. The store contained assorted items such as cheap calicoes, unbleached linens, and coarse woolens. He also operated a tavern out of the same establishment selling liquors to the local citizens. With little or no money in the early settlement, Clark took pelts in exchange for goods.
WHEN: They were founded in 1949, but the Hermens actually started the company in 1897
Louis Comfort Tiffany was originally trained as a painter, but began studying the techniques of glassmaking when he was 24. In 1885, Tiffany established his own studios, employing teams of designers and craftspeople to translate his vision into works material works of art (Morsemuseum.org, 2014). Tiffany Studios, during its 50-year history, produced an approximated 5,000 windows. Many of these windows had religious themes, such as The Righteous Shall Receive a Crown of Glory (Tiffany, 1901). This window’s theme “celebrates victory over death, and the joyous theme of resurrection” (Cmog.org, 2014). Tiffany’s window depictions were overall more optimistic than most other 19th-century stained glass memorials, w...
This Birthstone comes in a wide range of colors, all of which will enhance any jewelry with a sparkle. Colors include blue, green, pale, golden red and pink, as well as some other rare colors. A gorgeous gemstone, topaz boasts both strength and beauty.
Women buying diamonds for themselves, for the joy of wearing them invested in jewelry in case of emergency.
My company of choice for this report is Macy 's. 'The Magic of Macy 's ', as the company advertises it, has inspired me to shop there, take advantage of their incomparable discounts and great online shopping experience. Macy 's, Inc. is one of the largest department store chains in the United States of America. Macy 's manages stores under the Macy 's and Bloomingdale 's brands. I enjoy shopping at both of the company 's store brands, Macy 's and Bloomingdales. Bloomingdales provides a more personalized experience
Kmart's greater problems stem from its poor brand strategy and negative image among consumers. In 1965, Kmart introduced the technique that was to become its trademark - the "Blue Light Special." Shoppers in a Kmart would hear the words, "Attention Kmart shoppers." Somewhere in the store a blue light would start flashing. From all over the store, shoppers would race to the Blue Light area to get special discount prices, usually on closeout merchandise. The limited-time sale strategy gave Kmart an identity. In 1991, Kmart discontinued the Blue Light Special, saying it had become too campy. In fact, it was Kmart's dirty, unkempt stores that generated that reputation. Kmart had a chance to revive the BlueLight in 2001. That concept was so powerful that ten years later, when the concept was re-introduced (too late), almost two-thirds of Americans recognized the Blue Light Special and associated it with Kmart.
Out of all the earth’s major natural resources, diamonds are the most sought after and most mysterious. Throughout history, the virtuosity and resistance of diamonds have caused fighters and lover’s great pain and happiness. For centuries, the value of the diamond commodity became increasingly popular. However, it wasn’t until the mid 1900s, when diamonds permanently made their signature as the world’s most indispensable symbol of love and affection (Howard, Vick 2008). Soon after, diamond rings became the 21st century standard of engagement rings. Without a doubt, everybody in society knows how valuable this commodity is. Nonetheless, what truly makes this commodity more valuable are the stages it goes through from the diamond mines to th...
Yet another difference is their overarching personality type. A key point is Hall’s governing and dead set attitude. Krakauer describes him as, “A compulsively methodical man. . .” (353). Th...
During the Great Depression, while the competitors were cutting costs and reusing outdated designs, Kress was expanding and building more elaborate stores than their previous ones. The architecture was referred to as an “emporium” evoking an elegant atmosphere more suited to a fine cloth or furniture store in New York rather than the five & dime stores dotting small town America. Many wonder what the driving force was behind these design decisions, especially during a national time of economic recession. Perhaps simply to outpace the competition, but perhaps more importantly Samuel Kress was an avid art collector and a proponent of public art enhancing a community. In this way the Kress legacy of the brand became more than a retail business, it became a symbol of small town civic pride.
In 1785, the court jewelers, Bohmer and Basange, constructed a necklace with five hundred and forty diamonds of varying sizes in an ugly arrangement that resembled the collars worn by circus animals. They hoped that King Louis XV would purchase it for his favorite, Madame du Barry. Unfortunately, the king died before the necklace was completed. So, naturally the jewelers tried to sell the piece to the newly crowned Queen, Marie Antoinette, because she was known for her extravagant spending and taste. They priced the jewelry at and equivalent of two million dollars in modern money. The Queen declined the offer. She did not like the necklace and the price was even too high for her. Knowing that they would be ruined if the Queen didn’t buy their product the jewelers continued to plead with her for ten years. Each time she turned them down. Then, one day the Queen received a note signed by Bassange which said, “We have real satisfaction in thinking that the most beautiful set of diamonds in existence will belong to the greatest and best of Queens.” Puzzled by the message, the Queen, put the note to flame by a candle sitting on a nearby table (Komroff 85).
Around the world, especially in the United States, it has become an accepted cultural norm that any marriage proposal must include a diamond. However, many people are oblivious to the history behind the exchange of rings and the diamonds they include. The desire for couples to represent their love for one another with a diamond ring unintentionally promotes corruption on many levels. Not only are these diamonds the product of a business with unethical and immoral beginnings, but also, their alleged significance is a fiction created by these diamond businesses. The history of the diamond industry is overflowing with immoral deals and exploitation. In addition to concern about the history, consumers should have trepidations