Trend Forecasting: TIFFANY & CO.

This project explored how Tiffany & Co. could strengthen its relevance with Gen Z while maintaining its position with its established luxury clientele. The work began with in-depth brand research into Tiffany’s heritage, iconic codes, product offering, target consumers, and current marketing, followed by a SWOT analysis that identified where the brand was struggling to connect with younger consumers.

Building on this understanding and using WGSN insights, the trend book examined the cultural signals, consumer behavior shifts, and industry responses shaping the future of jewelry. This led to three forecasted trends for S/S 2027: Chosen Bonds, Signature Self, and Moments that Matter, each reflecting a move toward jewelry as an expression of identity, meaningful relationships, and personal milestones.

The project included brand and market research, SWOT analysis, consumer profiling, trend forecasting, diffusion analysis, and color and material direction, positioning Tiffany to engage a new generation while honoring the heritage its loyal clients value.

Use the arrows to move through the full trend book.