The JCK-Harrison Group Consumer Jewelry Study

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 jewelry comes to mind first? respondents to the JCK–Harrison Group consumer Jewelry Study named Zales—a retailer—as the No. 1 jewelry brand. Rival mall retailer Kay Jewelers ranked second in unaided brand recall, though it tied with Zales and Tiffany & Co. in aided recall. The study, conducted by the Harrison Group and JCK in April 2008, polled 908 demographically and regionally balanced respondents who purchased fine jewelry within the previous two years. The results delivered a statistically projectable sample of consumer attitudes about fine-jewelry shopping and ownership. The findings indicate that, even after a decade of stepped-up consumer ad

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