The JCK-Harrison Group Consumer Jewelry Study

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Published at: www.jckonline.com

Robert MetzPresidentRobert Metz & Associates

Consumer Recognition of Jewelry Brands

July 3, 2008

Consumers know RETAIL brands because ONLY retail brands promote consistently and sufficiently to become ingrained in the minds of consumers. Manufacturers of even the most successful jewelry brands spend relatively little in advertising to promote their brand due to low gross margins for this product.  They simple do NOT have sufficient profit to justify higher ad spending.  Only low cost brands with higher margins can afford national advertising and for the most part even those that do advertise spend relatively little in comparison to their retail counterparts. Retailers for the most part do not and will not promote a manufacturer's brand. Their advertising expenditures are used to sell mostly specific product they own or to promote their store image

Nicholas WhitePresidentRetail Horizons, Inc

Zale #1 Jewelry Brand as Consumers Confound Marketing Experts

July 3, 2008

In spite of nearly a decade of jewelry product brand advertising, not one brand makes the top 10 list according to the latest research from Harrison Group and the JCK.  Here's how consumers think about jewelry brands.