Wealthy Consumers Associate Tiffany, Cartier with Jewelry

15/10/2015 23:32

Tiffany and Cartier jewelry brands enjoy the greatest awareness among affluent consumers, according to the new Millionaire Monitor, the 27th tracking study of the wealthiest 10% of U.S. households by the American Affluence Research Center (AARC). Tiffany and Cartier earned 98% awareness, while four other brands scored above 95% (Chanel, Kay, Zales, and Jared), while Graff and Buccellati were recognized by approximately 20%. Prior purchases of the brands ranged from a low of zero for Graff to a high of 50% for Tiffany. The study reports that, "The limited awareness and prior purchase experience with many brands presents them with opportunities for strengthening their market position." And as AARC founder and president Ron Kurtz tells JCK, “Most luxury brands will show beautiful artwork and photography but not factual presentations of the features and the appeal of the product. They need to do a better job informing people why they should be stepping up to true luxury.”