Evolve or Vanish: How can Tiffany & Co. reinvigorate its heritage brand image after suffering market share decline, whilst retaining its core customer base and attract a new cohort of Generation Z consumers in the UK.

My final year project focussed on the brand Tiffany and Co., and I received feedback that my work showcased strong academic rigour, clear strategic thinking, and creative flair.

This project included:

• An internal analysis of the brand

• An external analysis of the brand

• Primary research with Tiffany & Co. customers

• Developed a strategy and campaign proposal for the brand

• Developed realistic KPI’s for the campaign, costings and a campaign timeline

• Developing mock-ups of both strategies, such as floor plans, collaboration designs, social media mock-ups, invitations and newsletters.