A Wired.com user account lets you create, edit and comment on Webmonkey articles. You will also be able to contribute to the Wired How-To Wiki and comment on news stories at Wired.com.
It's fast and free.
processing...Retrieve Sign In
Please enter your e-mail address or username below. Your username and password will be sent to the e-mail address you provided us.
processing...Welcome to Webmonkey
- edit articles
- add to the code library
- design and write a tutorial
- comment on any Webmonkey article
Sign In Information Sent
No one cares
/skill level/
/viewed/
Article
Sandy Rivchun, president of Charles Rivchun Jewelers in Cleveland, agrees, saying older Tiffany jewellery was both heavier and better. Michael Kowalski, Tiffany's marketing vice president strongly disagrees: "We define ourselves first and foremost as a jeweler. Tiffany design quality has been consistent and I would like to think it has been improving steadily." BrandEquity's Selame thinks there will always remain a place for Tiffany, as long as they preserve their cachet. It is the idea of Tiffany's exclusivity that makes people want to buy there. "People want to feel good about what they buy silver bangles, and that's what brands do. They're as much psychological as anything else. Otherwise, people could just go to health clubs to feel good." Travel anywhere in the world and mention the name Atlas�� charm bracelet, and memories of the elegant Audrey Hepburn in Breakfast at Tiffany's will follow. The movie was priceless in terms of boosting Tiffany's brand recognition.
"Among the over-40 crowd, the movie associates Tiffany with glamour," says Columbia Business School marketing professor Don Lehmann. "But the movie doesn't have much impact on 20-year-olds and Generation X, who do not have the same attachment with the store. In the long run, this is a problem for Tiffany because at some point, when those-40-plus people are going to die."
- This page was last modified 05:27, 6 November 2009.
Special Offer For Webmonkey Users
WIRED magazine:
The first word on how technology is changing our world.
Registration on or use of this site constitutes acceptance of our User Agreement (Revised 4/2/2009) and Privacy Policy (Revised 4/2/2009).
Wired.com © 2009 Condé Nast Digital. All rights reserved.
The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast Digital.