Signet brands Jared, Kay, and Zales are generating less buzz from female consumers, while awareness of Pandora is rising, according to a survey from YouGov BrandIndex.
The three Signet nameplates all showed marked declines in YouGov’s measure of buzz, which asks women consumers whether they have heard anything about the brand and whether it was positive or negative. Purchase consideration for all three fell as well.
By contrast, chatter about Pandora is on the upswing, the survey found. In addition, eight percent of women said they would consider making their next jewelry purchase from Pandora, compared to 7 percent for Zales and Kay, and 5 percent for Jared.
Even so, Kay still beats all other brands in advertising, with 17 percent of women saying they had seen a Kay ad in recent weeks.