NEW YORK (TheStreet) -- Watching a number of retailers decline this morning prompted us to look at another one of New York's iconic brands -- Tiffany & Co. (TIF) - Get Report. Everyone knows their packaging, but the charts suggest that TIF is losing its luster and Santa may prefer other stores on Fifth Avenue this season.

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Prices for TIF have been trending irregularly lower the past 12 months, as can be seen in the above chart. The 50-day and 200-day moving averages have a negative slope and tell us we should trade with the trend, which is pointed downward. Though the On-Balance-Volume (OBV) line did improve from April to early August, it has been working lower since.

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This longer term chart, above, puts the rise and fall of TIF in a different light. TIF more than doubled from its 2012 lows. The rally ended with a gap down in early 2015 and the 40-week moving average was broken. TIF has trended lower with the OBV line declining and the MACD oscillator in negative territory -- both indicators confirming the decline. This chart shows some support around $70, and that looks like the most likely target for TIF.

TheStreet Ratings team rates TIFFANY & CO as a Buy with a ratings score of B-. TheStreet Ratings Team has this to say about their recommendation:

We rate TIFFANY & CO (TIF) a BUY. This is driven by a number of strengths, which we believe should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks we cover. The company's strengths can be seen in multiple areas, such as its largely solid financial position with reasonable debt levels by most measures, expanding profit margins, good cash flow from operations and notable return on equity. We feel its strengths outweigh the fact that the company has had lackluster performance in the stock itself.

Highlights from the analysis by TheStreet Ratings Team goes as follows:

  • The current debt-to-equity ratio, 0.37, is low and is below the industry average, implying that there has been successful management of debt levels. To add to this, TIF has a quick ratio of 1.56, which demonstrates the ability of the company to cover short-term liquidity needs.
  • The gross profit margin for TIFFANY & CO is rather high; currently it is at 64.86%. It has increased from the same quarter the previous year. Along with this, the net profit margin of 10.57% is above that of the industry average.
  • Net operating cash flow has significantly increased by 118.29% to $166.30 million when compared to the same quarter last year. In addition, TIFFANY & CO has also vastly surpassed the industry average cash flow growth rate of -10.88%.
  • Current return on equity exceeded its ROE from the same quarter one year prior. This is a clear sign of strength within the company. Compared to other companies in the Specialty Retail industry and the overall market on the basis of return on equity, TIFFANY & CO has underperformed in comparison with the industry average, but has exceeded that of the S&P 500.
  • TIFFANY & CO's earnings per share declined by 15.6% in the most recent quarter compared to the same quarter a year ago. This company has reported somewhat volatile earnings recently. But, we feel it is poised for EPS growth in the coming year. During the past fiscal year, TIFFANY & CO increased its bottom line by earning $3.73 versus $1.40 in the prior year. This year, the market expects an improvement in earnings ($4.05 versus $3.73).
  • You can view the full analysis from the report here: TIF

Any reference to TheStreet Ratings and its underlying recommendation does not reflect the opinion of Jim Cramer, TheStreet or any of its contributors.