Memo to Merchandisers

June 30, 2009 | Link This | Email this | Comments (0)

June 26, 2009 | Link This | Email this | Comments (0)

Jewelry customers buy products and have expectations based on utility, function, and performance of the jewelry which is based as much on image and status as the contribute of perceived value. The perceived value of luxury products is important to all luxury companies, brands and products. Image and status are very important to all luxury brandsUtility relates to how a product’s benefits are derived. A watch might deliver utility as a time piece. However, with cell phones and computers and cars all offering the time the real utility of a watch might come from being a fashion accessory. So function refers to how an individual uses a product to gain benefit. Keep in mind if the customer does not perceive any value then no value ex...Read More

June 22, 2009 | Link This | Email this | Comments (0)

The Economy has changed buyer attitudes as more consumers today are more involved during the due diligence the preform before making purchases. Today more consumers are more inclined to be influenced regarding the products  and services they purchase based on the recommendations they receive. Jewelry marketers need to understand that it is easier today than ever before to lose control of their marketing messages and that it is necessary to more carefully monitor and respond to consumer conversations about their brands.

The most logical place to start is with sales associates. It is more important than ever before for jewelry sale...Read More

June 18, 2009 | Link This | Email this | Comments (1)

When we were children our parents would preach to us not to talk to strangers. Today the dynamics of digitally communicating with one another has turned that approach on its head as we have entered a world where we are now very comfortable talking to strangers. There are many more relationships being created and maintained online today than in our more traditional face to face encounters.  

To see how much things have changed; we need look no further than the way homes are designed today. Houses used to be built with large front porches so neighbors could easily converse with one another. Now homes are built like fortresses to the outside world with automatic garage door openers so residents don’t even have to stop in the front of their house. And homes...Read More

June 16, 2009 | Link This | Email this | Comments (8)

Jewelry companies should take notice of the one of the top ten fashion stories of 2008; the return of the supermodel. According to Time magazine, for over ten years many fashion lines have preferred the use of less known models to carry their brands down runways and across the pages of their advertisements. However, today’s top fashion design lines are now responding to the consumer's fixation on garnering more value from their purchases. Top fashion brands are adding value by leveraging the certain beauty of today’s best known models. Brands like Marc Jacobs, Karl Lagerfeld and Stefano Pilati are stepping up their promotional messaging to consumers with some of the most well financed advertising campaigns of all time. Luxury fashion brands are counting on the well identified beauty of famous models such as Claudia...Read More