From High-end Jewellery to Daily Jewellery: Marketing Strategies of High-end Brands in Post-pandemic-era in China

Chenyu Dai ()
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Chenyu Dai: Fashion Management

A chapter in Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025), 2025, pp 15-22 from Springer

Abstract: Abstract In the post-pandemic era, the global economic situation and consumption habits have undergone significant changes, which have brought new challenges and opportunities to luxury brands, especially high-end jewellery brands. This study focuses on the daily market strategies of high-end jewellery brands in the Chinese market in the post pandemic era, using Tiffany as an example for in-depth analysis. Through a qualitative research method of semi-structured interviews and non-participatory observation, this study explores the changes in consumer trends faced by Tiffany after the pandemic and its response strategies. Research has found that Tiffany’s daily jewellery sales have significantly increased, while high-end jewellery sales have shown a downward trend, reflecting an increase in consumers’ daily demand for jewellery. Based on this, this article proposes three main market strategies: firstly, diversifying jewellery products to meet the diverse daily wearing needs of consumers; Secondly, digitalization of marketing channels, utilizing emerging channels such as social media and e-commerce platforms to expand the market; The third is to strengthen emotional marketing, by integrating brand culture and emotional elements, to enhance consumers’ brand identity and loyalty. These strategies aim to help high-end jewellery brands maintain competitiveness and profitability in the post pandemic market environment. The research results not only provide specific market strategy recommendations for Tiffany, but also provide reference for the daily transformation of other high-end jewellery brands in the Chinese market.

Keywords: Daily Jewellery; High-end Brand; Marketing Strategy; Post-pandemic-era; Tiffany (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-916-2_3

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DOI: 10.2991/978-94-6463-916-2_3

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