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Article: The JCK-Harrison Group Consumer Jewelry Study.(Report)
- Article from:
- Jewelers Circular Keystone
- Article date:
- July 1, 2008
CopyrightCOPYRIGHT 2008 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Hedda T. Schupak, Editor-in-Chief
When buying fine jewelry, shoppers most often identify with the retailer. So say respondents to the JCK-Harrison Group consumer market study of fine jewelry. In the first of a series, JCK presents highlights from exclusive new research into consumer attitudes about buying jewelry. This month, we focus on brand recognition, the price-to-value equation, and the sales experience.
Which brand of jewelry has the most name recognition among consumers?
Would you believe, none? That's right--zero.
When asked the open-ended question, Thinking about fine jewelry, what brand or company that makes and/or sells ...