T I F FA N Y & C O [ T I F : U S ]
KEY RISKS (3) LOSING TOUCH WITH CONSUMERS ■
With fashion jewellery continuing to increase as a percentage of total sales in recent years, it is important for Tiffany to connect to its customers constantly and respond to consumer trends. Tiffany needs to be the “Arbiter of Taste and Style” for consumers today. If not, there is a risk that the Tiffany brand will be viewed by the next generation of consumers as “old world luxury” and ignored by younger consumers.
DECLINING MARRIAGE RATE/S ■
Based on an OECD report*, rates of marriage are declining in almost all OECD countries since 1970. This secular trend is likely to continue in the near future. Even in countries with strong traditional marriage customs like China, the marriage rate is declining too in recent years.
* Source: https://www.oecd.org/els/family/SF_3_1_Marriage_and_divorce_rates.pdf