The Global Luxury Brands' Dilemmas in Marketing Strategies on International Markets: the Case of Tiffany & Co Company

Exclusivity – accessibility dilemma consists of two major dimensions. The first is product positioning. Here we include the basic trade-off: being extremely expensive or accessible. This trade off also implies customer segment choice. The tradition approach is to concentrate on extremely rich mature people. Another approach is to satisfy growing number of millennials, as they already became solvent consumers, while population of previous generations decreases. The second is distribution. Traditional view is to offer hard-to-get products. In contrast, opposite approach can be development of modern channels (e-commerce, onmi channels) in order to provide customers with extreme level of purchase comfort as they are buying expensive goods. Consequently, we formulate the following hypothesis: Successful marketing strategy of luxury brand may base on accessibly approach. In the next chapters, we will study the current trends of luxury goods market. Further, we will make a research on Tiffany & Co market strategy and luxury jewelry market (target market of Tiffany) in order to test out hypothesis.