According to a recent survey, perception of three of Signet Jewelers’ nameplates--Kay, Zales and Jared--as well as purchase consideration are down among female shoppers.
New York--The buzz around Signet’s brands is falling among female shoppers, according to YouGov Brand Index.

A recent survey by the company shows that Jared, Kay and Zales are seeing decreases in two key metrics among female consumers compared with a year ago: their perception of the stores is down, as is their purchase consideration.

YouGov Brand Index measured perception of the jewelry brands using its Buzz score, which asks respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word-of-mouth, was it positive or negative?” A score can range from -100 to 100, with a zero score indicating neutral feelings.

With the downturn in sentiment, Pandora has moved ahead of the specialty jeweler in both of those metrics this holiday season.

According to the survey, 8 percent of women would consider buying jewelry at Pandora next time, compared with 7 percent at Zales and Kay and 5 percent at Jared.

(It’s worth noting that YouGov just started tracking Pandora on June 1.)

YouGov speculated in its survey results release that the downturn for Signet came as a result of the news covering allegations of sexual harassment and gender discrimination at the company earlier this year, especially given that sentiment started turning more negative around January-February.

It added that Pandora’s achievement is also notable given the brand has the lowest Ad Awareness by women among these four brands. (Ad Awareness is calculated by asking survey-takers, “Which of the following brands have you seen an advertisement for in the past two weeks?”)

Kay Jewelers was tops in Ad Awareness among with four, with 17 percent of women saying they had seen an ad for the jewelry store in the past two weeks.

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