The Many Faces of Success

One area demonstrating Zale's continuing merchandising innovation and market growth is its bridal business. Now almost 40% of Zale's volume, the bridal category continues to grow thanks to aggressive TV advertising ("the backbone of our marketing," says Zale chairman Beryl Raff); new avenues for building brand awareness (such as ads for solitaires in print and on morning TV talk shows and sponsoring the televised lighting of New York's Rockefeller Center Christmas tree); and creating demand for individual items designed to set it apart from its competition. One of the most successful of those is Zale's multifaceted diamond. A year was spent developing the product and marketing concept. The result is a diamond with 128 facets or more (versus the standard 53-facet cut) offered at a highly competitive retail price. "It's important to look for items and concepts that can differentiate ou
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