Signet’s Brands Lose Popularity Among Women

RAPAPORT… 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.