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Expert Analyses of the following article:

The JCK-Harrison Group Consumer Jewelry Study

Source: www.jckonline.com
July 3, 2008
Consumer Recognition of Jewelry Brands
Author: Robert Metz, President, Robert Metz & Associates
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...
Nicholas WhiteJuly 3, 2008
Zale #1 Jewelry Brand as Consumers Confound Marketing Experts
Author: Nicholas White, President, White & Co
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.

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