Goldsmiths battles ‘beige’ with brand overhaul

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New marketing and PR campaign introduces fresh strapline and imagery.

Nationwide jeweller Goldsmiths has overhauled its image and introduced a new strapline in a bid to make the brand more distinctive in a “beige” jewellery market, according to a report in Marketing Week.

The company partnered with the Portas Agency to introduce a new strapline, “It starts with Goldsmiths”, as well as new campaign imagery to support its diamond jewellery collections.

The overall aim is reportedly to give the company an “aspirational and luxury feel”, with the new look being fully integrated across its store network, digital presence, PR and social media accounts.

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Goldsmiths’ executive marketing director Ruth Benford told Marketing Week: “At the moment the middle jewellery market is very beige, there is no category leader with distinctive brand stand-out. This is an opportunity to create a distinctive and relevant brand for today’s consumers.”

According to Benford, the company opted to invest in a new marketing strategy based on customer research, which showed while Goldsmiths has a strong brand awareness, people couldn’t pick out why it was different to the rest of the market.

YouGov Brand Index figures showed Goldsmith has a brand awareness of 57.6%, behind rivals H.Samuel and Ernest Jones, but has very similar scores for metrics such as value, impression and quality.

Benford continued: “The products we sell are luxury; we want to replicate that in our marketing and brand image. Historically the marketplace has been about being a retailer, we want to behave more like a brand and interact with people like a brand would do.”

The new advertisements, created by high street guru Mary Portas’ self-titled Portas Agency, aims to articulate Goldsmiths’ heritage and products by telling the story behind key purchases including engagement and wedding rings.

The first campaign (pictured) features a couple in an open-top car with the new strap line, and the original “Since 1778” phrasing.

It will be accompanied by new product lines and improved staff training. Goldsmiths currently has 110 stores in the UK, and is one of four jewellery retailers owned by Aurum Holdings, alongside


This article was edited on 19/08/14 to reflect a corrected YouGov statistic.

 

Watches of Switzerland, Mappin & Webb and boutique.Goldsmiths.

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