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Signet’s Brands Lose Popularity Among Women

Pandora “purchase consideration” higher than Jared, Kay and Zales in YouGov survey.
Dec 19, 2017 8:41 AM   By Rapaport News
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Recent publicity over sexual-harassment allegations against Signet Jewelers may be a factor in the recent slide in the attitude of women toward the company’s brands, according to YouGov BrandIndex.

In the past year, Signet’s brand perception has fallen, as has its “purchase consideration” — the likelihood that a consumer will buy from one company above another. Some 7% of women would consider Kay and Zales for their next purchase, and 5% would choose Jared, the survey found. In contrast, 8% would rather purchase from Pandora.

“Fallout from Signet Jewelers’ sexual harassment and discrimination suit from February seems to be impacting female consumers as the crucial holiday season is in full swing,” YouGov BrandIndex explained.

“Ad awareness” — measured by women confirming that they have seen the brand in a recent advertisement — has fallen for all three Signet brands since January. However, Pandora, still lags slightly behind them by that measure.
Tags: Jared, kay, Pandora, Rapaport News, Signet, surveys, YouGov BrandIndex, zales
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