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BRANDED VS UNBRANDED JEWELLERY ■

The jewellery industry is primarily local, and ~80% of all jewellery sold is unbranded jewellery sold by local/national retailers.

However, there is a growing trend towards branded jewellery as many consumers in growth markets such as India and China begin to shift purchase decisions from value to design/fashion/branding.

According to Bernstein Research*, branded jewellery is expected to be the fastest growing personal luxury segment in coming years. The strong brand awareness globally for Tiffany should allow the Company to capitalise on this trend.

BRANDED vs UNBRANDED JEWELLERY (%)*

MARKET SHARE (%) – TOP 10 GLOBAL BRANDS*

100% Tanishq1 Bvlgari Chow Sang Sang2

90%

87%

81%

81%

80%

6070%

Kay Jewelers3 Pandora Lao Miao4 Cartier Tiffany & Co

3040% 10%

13%

2003

2005

19%

19%

20%

2007

2009

2015

Lao Feng Xiang5 Chow Tai Fook6

0%

Branded

290

2020E

0.0

0.5

1.0

1.5

2.0

2.5

3.0

Unbranded

*Source: Bernstein Research - Tiffany: Time to get engaged? June 2016 1 Tanishq is a jewellery brand in India. It is a division of Titan Company (TTAN:IN). 2 Chow Sang Sang (116:HK) is a HK-based jewllery retailer/precious metals wholesaler, with over 200 stores in the Greater China region. 3 Kay Jewlers is one of the store brands owned by Sterling Jewlers, which is a wholly owned subsidiary of UK-based Signet Jewelers (SIG:US). 4 Lao Miao is a subsidiary of Shanghai Yuyuan Tourist Mart (600655:CH), the largest retailing conglomerate in China. 5 Lao Feng Xiang (600612:CH/900905:CH) is one of the oldest Chinese jewellery brands in existence (started in 1848). It operates over 3,000 stores worldwide, most of them in China. 6 Chow Tai Fook (1929:HK) is a multi-brand jewellery retailer (Chow-Tai Fook, Hearts On Fire, SOINLOVE, MONOLOGUE, CTF Watch) that operates 2,300 stores worldwide, most of them in China.

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Elevation Capital Research Annual 2018  

Elevation Capital Research Annual 2018