Tiffany & Co: Omni-channel strategy for the Asian luxury consumer

• Main Authors: REDDY, Srinivas K., DA SILVA, Geoffrey, BHARDWAJ, Sheetal
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Omni-Channel Retail; Luxury Brands; Digital Media; E-Commerce; Fashion Brands; Decision Making Process; Asian Studies; Business Administration, Management, and Operations; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/210; https://cmp.smu.edu.sg/case/3511
• Institution: Singapore Management University

Based in 2016, this case presents the dilemma faced by Tiffany & Co. (Tiffany), the luxury jewellery and specialty retailer, about embarking upon an omni-channel retail (OCR) strategy. Although Tiffany had a strong social media presence globally, it offered e-commerce solutions only in a few sel...