For this year, Signet is projecting sales at $7.67 billion to $7.84 billion. The strategy includes shifting customers’ perceptions that Zales, along with Signet’s other brands like Kay Jewelers and Jared, isn’t a dated mall-based jewelry retailer. Zales’ marketing shift is part of Signet Jewelers’ transformation strategy, which aims for a $9 billion to $10 billion revenue target. The jeweler is adding pieces from designers such as Soko, Shahla Karimi and Alessi Domenico.Ĭaffie explained Zales is expanding its efforts in targeting Latinx customers through more Spanish-language advertising. The marketing shift also coincides with Zales introducing new designers for the holiday season to broaden its assortment of everyday fashion accessories, which is meant to attract more younger consumers. or, Choose a photo from our gallery below. We’ll be there for them every day, and then also position Zales as a place where you can come for your fashion needs as well.” Find the perfect jewelry with a picture instead of text search. It’s not just about Valentine’s Day, Christmas and Mother’s Day. “To make sure that our Zales lovers understand that we’re still there for every occasion that they need to shop with us, but more for those everyday occasions. “The goals of the marketing shift would be to just expand the customer who is shopping with us,” Caffie said. The campaign falls in line with what was presented in Zales’ “When You Know You Know” campaign for its Vera Wang Love collection last month, which also featured diverse couples. BUY MORE SAVE MORE TAKE UP TO 25 OFF Offer valid 10/27 - 10/29, exclusions apply. Home > Store Locator > Zales Indianapolis Store. Shop at Zales Indianapolis, IN, Store 646 today. “As we delved into that, we thought that there was a real opportunity to be a little messier in the way that we presented ourselves to the customer, so not necessarily showing the most perfect moments in life, which has been where jewelry often is, but also understanding that life happens, and so how do we bring some imagery to them that would resonate in the way they live today.”Īn image from Zales’ “Love Real” campaign. Shop online or in store at Zales for all your jewelry needs. “The customers today really value genuine, real connections - in their relationships, but also in their relationships they have with organizations,” she said. The “Love Real” campaign focuses on authenticity and genuine connections, according to Zales president Kecia Caffie, and shifts away from the brand’s previous marketing strategy of showing “perfect moments.” The nearly 100-year-old jeweler, which is owned by Signet Jewelers, is releasing its “Love Real” campaign on Wednesday, which is part of its marketing rebrand aimed at connecting with customers more authentically. Zales is aiming to broader its customer base with a shift in its marketing strategy.
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