The Origins of American International Retailing: Tiffany of New York in London and Paris, 1837–1914

Abstract

This article considers the international retailing activities of Tiffany of New York between 1837 and 1914. Using data from the company archive alongside other sources, the findings indicate that five factors were determinants of sustainable international retailing: a centralized organizational structure, a stable ownership structure, existing international engagement, a strong brand identity, and a relevant international retail format. Placing Tiffany's activities in its wider commercial and consumer context, the findings illustrate the organizational changes and asset combination required to support the development of early international retail operations. The article contributes to theoretical understanding of the dynamics of retail internationalization.

Theorising brand aura

“…Luxury brands have attempted to achieve this for some considerable period of time through the use of stories designed to substantiate brand values. The incremental long-term international retailing activities of firms such as Tiffany of New York in the Paris and London markets illustrates this process (Alexander and Doherty, 2017). Such locations have provided an opportunity for the enhancement of brand aura where firms draw on their original territorial associations and those of the host market.…”

Antecedents and consequences of physical environment design in international retail stores

“…A quantitative survey has been used where data has been collected from the retailers in UK, which have the international existence. We have chosen international retailers, because they follow international retailing trends in order to attain global presence and recognition (Alexander and Doherty, 2017). The retail stores in London have a highly advanced retail structures.…”