Analysis on Luxury Jewelry Brands Based on Chinese Consumer Behavior: A Comparative Analysis on Tiffany and Cartier

Xiaosen Xu ()
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Xiaosen Xu: Jinan Tomas School

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 909-915 from Springer

Abstract: Abstract Luxury goods sales are expected to cool down in the Chinese market in 2024. The performance of jewelry is also poor. This is related to the changing consumer attitudes of Chinese consumers. The main consumer group for luxury goods in China is high net worth individuals. The consumption concept of this group has undergone significant changes in the past few years. Tiffany and Cartier, as the most popular jewelry brands among high-net-worth individuals in China, have made a series of adjustments from 2024 to early 2025 in response to changes in the Chinese market. This article takes these two brands as examples, based on the preferences and concepts of high-net-worth individuals in China, and compares and analyzes them from the perspectives of design concepts and market strategies. It explores the successes and failures of the two brands in the past and provides recommendations. Research has found that there are significant differences in the design concepts of the two brands, but many strategic aspects are the same. Cartier's brand design philosophy is more in line with current Chinese cultural trends and started earlier than Tiffany in some strategies. Through this study, it is suggested that both brands can pay more attention to incorporating health-related concepts into their brand design in the future, and place greater emphasis on design aesthetics in store design and services.

Keywords: Luxury Jewelry; Comparative Analysis; Tiffany; Cartier (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-874-5_105

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