Familiarity With Jewelry Brands
By JCK Online Staff -- JCK Online, 1/1/2001 2:00:00 AM
In 1999, JCK released the results of a consumer study of jewelry purchasing habits, conducted by Taylor Nelson Sofres Intersearch, a market research firm in Horsham, Pa.*
Jewelry shoppers were queried on topics including their knowledge of name brands. Their response is a wake-up call to those still asking, "How important is branding?"
Not familiar with any brands named: 48.7%
Familiar with the following brands:**
|
Tiffany |
41.5% |
|
Cartier |
35.5% |
|
De Beers |
20.6% |
|
Van Cleef & Arpels |
16.4% |
|
Henry Dunay |
4.8% |
|
David Yurman |
4.3% |
|
Lagos |
4.1% |
|
Roberto Coin |
4.1% |
|
LeVian |
1.6% |
|
Seidengang |
1.4% |
|
John Hardy |
1% |
* Two hundred respondents were selected through random dialing to provide a statistically valid sample, with a margin of error of plus or minus 5%.
** Percent of respondents who are very familiar with brand name (when told name of brand and asked for level of familiarity).
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