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Forevermark Ads to Refocus on Women
Jun 5, 2017 6:52 AM
By Rapaport News
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RAPAPORT... Forevermark will target female buyers in its holiday-season
marketing campaign this year, following a sharp shift in the way consumers acquire
their jewelry.
Self-purchasing by single and married women has increased
almost 50% in the past decade, and grew from 25% of the US diamond market in
2013 to 31% in 2015, according to data from Forevermark’s owner, De Beers.
While engagement rings and men’s gifts to their wives
still account for 28% and 37% of US diamond sales respectively, women are
increasingly taking the initiative rather than waiting for someone to buy them
jewelry.
“We are seeing clear trends emerge around the shifting role and
expectations of women, of how they see themselves and how they see diamonds as
a vehicle, increasingly, of self-expression,” De Beers CEO Bruce Cleaver said
Sunday at the JCK Luxury show in Las Vegas.
Speaking to Forevermark jewelers and manufacturers at the
brand’s annual breakfast, Cleaver said these changes “have implications for how
we create meaning for diamonds, and present us with exciting opportunities.”
The campaign in the fourth quarter will feature “emotional,
call-to-action” advertising that will drive customers to stores, Forevermark
said. The initiative will include designs for earrings, rings and a necklace,
with a launch planned for October. It will run until Christmas, appearing on national
television and in print, digital and social media, on search engines and in the
brand’s direct contact with customers. Jewelers who stock Forevermark diamonds
will have access to advertising materials and in-store support.
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Tags:
Bruce Cleaver, De Beers, Forevermark, JCK Luxury, jewelers, Jewelry, las vegas, marketing, Rapaport News, retail, Self-Purchasing
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