- Kay Jewelers, the jewellery retailer owned by Signet Jewelers, is revamping its brand to engage a younger generation of shoppers, according to a press release.
- The overhaul features a latest ad campaign and store redesigns that leverage technology for a more personalized experience. The company in October may even release a brand new Studio By Kay collection focused on more on a regular basis jewelry.
- Kay’s refresh comes as parent Signet ramps up personalization efforts, including by tapping into artificial intelligence, and tries to grow e-commerce sales. The jewelry category has seen upstarts find stronger favor with picky Gen Z and millennials.
Kay, which boasts of being the world’s largest diamond jewelry retailer, is evolving several features of its brand to better recognize the tastes and shopping preferences of the subsequent generation of consumers. Modernized stores, fresh promoting creative and a brand new line of on a regular basis jewelry aim to increase appeal with Gen Z and millennial buyers. Studio By Kay, which hits shelves Oct. 28, spans over 30 styles, corresponding to hoop earrings and stackable rings, with prices starting from $199.99 to $2,199.99.
The over 100-year-old Kay brand operates in a retail vertical that has seen emerging rivals, including Mejuri and Catbird, win over younger consumers through on-trend casual jewelry and celebrity collaborations. Kay parent Signet, which also owns Zales and Diamonds Direct, can also be constructing out its e-commerce capabilities to capitalize on changing purchasing habits.
To promote its refreshed approach, Kay debuted a brand new campaign earlier this month that depicts love as people experience it within the day-to-day (the long-standing “Every Kiss Begins with Kay” tagline is sticking around). Ads show a various array of couples as they get engaged and tie the knot. The creative will run across TV, online video, social, display and search. The marketer can also be leveraging sports partnerships, including its existing work with the NFL, for the hassle that hits airwaves ahead of the vacation shopping season.
On the retail front, Kay will evolve its footprint of over 200 stores throughout 2024 and into 2025, integrating more technology and adding customization and collaboration areas that cater to wedding parties, friend groups and other sorts of gatherings. The brick-and-mortar investment tops $60 million, Women’s Wear Daily reported.
Signet recently enacted an identical brand refresh for Zales, which has passed 100 years in operations. The jewelry giant has been in a slump, with sales sliding 7.6% yr over yr to $1.5 billion within the second quarter of its fiscal yr. Same-store sales, a vital metric of retailer health, declined 3.4% for the period.
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