Tiffany Same Store Sales Decline Continuously Performance Is Not Ideal.

High-end fashion retailing is becoming more and more difficult. Department stores are also struggling. Now young consumers are constantly pursuing new products instead of everyone else. That's why they prefer the Danish jewellery brand Pandora now because they can wear thousands of different bracelets on Tiffany, you can't have them.

The reason why Tiffany failed in his performance was that he had made a mistake in selling the same old products to young consumers who are seeking fresh and new products. More and more millennials feel that Tiffany is old and is out of date.

Tiffany net profit increased by 1% to 105 million 700 thousand US dollars over the same period last year of 104 million 900 thousand US dollars. The diluted share rose from 81 cents to 84 cents, and earnings per share were more than 12 cents from 72 cents of the investment analysis. Tiffany's share price rose by 5.2% to 72.52 dollars per share on Thursday morning.

By the end of July 31st, Tiffany's sales fell 6% to $931 million 600 thousand in the quarter, compared with a 8% drop in store sales compared with the same period last year, while sales in the United States dropped by 9%, while sales in Europe declined by 12%, including Asia, where China declined by 6%.

The only bright spot is in Japan, where sales are up 10%.

Tiffany, chief executive of Frederic Cumenal, said that the global high-end fashion market environment continues to face challenges.

Tiffany's income declined to a certain extent by the United States.

And the decline of international tourists, especially the consumption of tourists from China.

The company manages the expense effectively, the brand marketing expense proportion also reduces.

The brand has been committed to updating its marketing strategy to promote the sale of fashion jewelry.

For example, a marketing campaign like "not love" was launched, which included sponsoring Snapchat to develop a filter.

In a telephone conference with investors, Mark Aaron, vice president of investor relations, said that the company is studying how to cope with the weakness of consumption in the high-end market in the US, and will stick to infrastructure to face these challenges.

In order to attract existing and potential consumers, the company said it would also enhance customers' shopping experience on retail stores and online.

Aaron represents Tiffany's fashion jewelry.

And the wedding jewelry performance is superior to the independent jewelry and the advanced jewelry series.

But as the most expensive series in the brand, the premium jewelry series has become the worst performing series after its remarkable growth in 2015.

Randal Konik, analyst at Jefferies & Co., said

There is a high profit in fashion jewelry products, which will continue to bring more compound profits, as well as their efforts in innovation, such as the new "back to Tiffany love" series, showing sales momentum.

At the same time, we also see the opportunity brought by silver ornaments under 500 yuan, and this kind of product has increased a certain amount.

In the first quarter of 2016, the company's revenue fell 7.4% to $891 million 300 thousand, much lower than expected $924 million 100 thousand, and profits plunged 16.7%, which is the six consecutive quarterly decline.

Some industry analysts point out that this phenomenon is especially evident in the middle and high income millennial generation whose annual income ranges from 10 to 250 thousand dollars. Their income is not low, but it is also not known as the rich class. Such millennials prefer new brands.

It is worth noting that in the Chinese market, Tiffany's main rivals, Bvlgari and Cartire, have invited young idol Wu Yifan and Lu Han as spokesmen to attract millennial consumers.