DESIGN HISTORY AND THEORY

ASSIGNMENT 4

Product Analysis

SUBMITTED BY
M. FAIZAN SAQIB
ROLL NO.
17-196
SECTION
E
SUBMITTED TO
Ms. Aliya

FOUNDATION YEAR STUDIES

PAKISTAN INSTITUTE OF FASHION AND DESIGN
Selected product: The product I have chosen is a hand
ornament from The Great Gatsby Collection by Tiffany & co.

Description:
The hand ornament is made up of daisy motif in diamonds,
cultured seed pearls and platinum, inspired by Chinoiserie. It
has a unique, mesmerizing design which is enough to attract
consumers by a first glance.
The beautiful hand piece was especially designed by Tiffany &
Co. for the movie, The Great Gatsby.
It was a collaboration between Tiffany & Co. and the movie,
The Great Gatsby.

Targeted group:
Baz Luhrmann’s movie, The Great Gatsby was set in 1920’s era,
so the costumes, architecture, and accessories had to be
according to it so the product, hand ornament was made on
special demand as per requirements.
The target group of the product is elite class as it was made on
special demand and it was expensive.

Dependency of design systems

Product features
Color, form, arrangement
It is silver and milk white in color. Round in shape to perfectly
fit over the wrist. It has a stylized, distinctive form with
contrasting patterns, symmetrical and parallel lines and layered
geometrical shapes.
Product purpose
The hand ornament was made on a special demand for Baz
Luhrmann’s movie. Tiffany & Co. made other accessories and
items for the movie as well and called this project as “Tiffany
Gatsby Collection.”
Daisy being the main female lead necessarily has to have a
separate identity so the particular hand ornament was
specifically designed for her in the movie as a party wear
accessory to show that she belongs to the elite class and to
match the era’s requirements.
Product effects
The hand ornament has positive and negative effects. It makes
you look beautiful and elegant. It is expensive and not
affordable for everyone, especially, middle and lower class. It
creates hype in the audience to get it which results in the
replica of the jewel piece being made, which ultimately results
in hindering the quality and effecting the design.
Service
Four basic demands:
Functional demand
In the movie, The Great Gatsby, Gatsby throws extravagant and
lavish parties in his beautiful mansion to impress the love of his
life, Daisy and everyone else invited.
Daisy being the main female lead necessarily has to have a
separate identity so the particular hand ornament was
specifically designed for her in the movie as a party wear
accessory to show that she belongs to the elite class and to
match the era’s requirements.
Social demand
It was especially designed for the movie to match the 1920’s
era requirements.
After the actress wore it in the film, it attracted the audience
very much especially the women and it became a demand of
the women as the bridal wear accessory.
Economical demand
The hand ornament was specifically designed for the movie,
The Great Gatsby, made up of cultured seed pearls, diamonds
and platinum and therefore, its price was not released over the
market to the general public, due to its high monetary value.
However, its replicas might have been made at affordable
prices to make it feasible for the consumers of upper and lower
middle class to buy.
Ecological demand
Tiffany & Co. quotes, “we are devoted to better understanding
the social, economic and environmental impacts of the mining
and processing of precious materials so that we can create
positive impacts along the supply chain, all the way from the
mine to our customers. Our dedication to protect the natural
world is at the heart of Tiffany culture. We aspire to leave
behind a world that is as beautiful and abandoned as the one
we inherited. We have long spoken out about the need to
protect certain special places from mining such as Yellowstone
National Park and Bristol Bay, Alaska. At Tiffany & Co., we
believe it is our moral duty to sustain the natural
environment. As a result, we are committed to not only
minimizing our impacts as a business but also using our voice
and actions to positively affect communities and protect the
planet.”
http://www.tiffany.com/sustainability
Hence, we can conclude that Tiffany & Co.’s hand ornament is
an environmental friendly product.

Customized demand
The hand ornament was made on a special demand for Baz
Luhrmann’s movie. As it was set in 1920’s Art Deco era so the hand
piece was designed keeping these demands and details of that era
in mind. Tiffany & CO. made other accessories and items for the
movie as well and called this project as “Tiffany Gatsby Collection.”
Identification of target group

Cultural
During the twenties, Tiffany designed these jewels that
incorporated American glamour and exoticism. These
magnificent creations expressed all the energy and optimism of
New York City in the most marvelous of times. The hand
ornament represents the culture of New York in the 1920s.
It can be worn in parties, weddings, as a bridal wear or formal
or semi-formal wears in events.

Religious
This hand piece does not have any religious boundaries as the
hand piece uses diamonds, pearls and platinum that is not
restricted in any religion.

Biological
This hand piece is made for women. It is round in shape so that
it could easily get fit over the wrist. The round shape is smaller
in size as women’s hands and wrists are smaller as compared to
men.
Geographical
The hand piece can be worn in any weather and in any country.
It fulfills the demand of the elite community that has enough
money to afford it.

Political
The product does not go against any political law. Thus, it is
politically stable.
Financial
The ravishing jewel piece is an expensive accessory and is only
affordable by the upper class. It is a need for the movie as per
the art deco era requires. This product is a luxury item. It
represents the elite class and it shows that the person wearing
it belongs to an upper class and is of a high status.

Semantics

Material
The luxurious hand piece is made up of diamonds, cultured
seed pearls and platinum. It’s perfect for Daisy, all hard,
sparkling delicacy and twinkling with diamonds and pearls.
Aesthetics
By seeing the hand piece you can see it is a hard, shiny, round
shaped and luxurious piece of art. It does not have any kind of
smell. It is tasteless. By hitting it you can hear a slightly less
sharp and low noise of platinum. By touching it you can feel the
smooth and cold surface of platinum.

Tiffany quotes, “We believe fine craftsmanship starts with

responsibly sourcing high-quality raw materials and continues
through the creation of the final piece of jewelry. Unlike other
jewelers, we source the majority of our rough diamonds and
metals directly from mines we know and from recycled
sources.”
http://tiffany.com/sustainability