The aim of this work project is to identify and formulate strategic recommendations for the
brand Tiffany & Co. in Germany on how to address the target group Gen Z. Gen Z emerges as
a new and very important consumer group within the jewelry industry. The elaborated
strategies are grounded on conducted research for primary and secondary data and provide the
basis for the succeeding analysis and conclusions. The brand’s main weakness and
recommendation being discovered within this thesis is the development of a communication
strategy under careful consideration of Gen Z’s demands and expectations in products and
brand
