Zales is shaking up their marketing strategies to reach Gen Z consumers. Zales recognizes that they’re not on Gen Z’s radar when it comes to purchasing jewelry. After all, they’ve historically positioned themselves as high-end special occasion store, specifically focused on diamonds, which typically isn’t what young consumers can afford to purchase. But YPulse data shows jewelry is the second top luxury product young people are interested in purchasing. So, to refresh their previous image and pull in young consumers, they’re launching a new campaign, “Own It,” promoting Zales as a place to buy everyday jewelry, too. They’re adding trendy, Gen Z-loved pieces like charm necklaces and tennis bracelets, some of which will still be splurge pieces, at a price range of under $100-$2.5K. (BoF)
👀 Read more from YPulse: Gen Z Is Interested in Buying These Luxury Products
