Silveira, Catherine daMahle, Laura2024-03-222024-03-222023-01-162022-12-16http://hdl.handle.net/10362/165295The 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 brandsengJewelryLuxury JewelryGeneration ZTiffany & Co.Communication strategymaster thesis203313356