BALANCING ACT: Branded jewellery and your store

Consumers love a brand story but how can retailers convey a cohesive message for the store’s overall brand as well as the branded jewellery ranges that they carry? ANGELA TUFVESSON investigates.

Jewellers have already learnt that relying on the reputation of external brands is unlikely to lead to a healthy bottom line. Choosing the right ones is a challenge in itself with so many branded suppliers – local and international – jockeying for space in the cluttered Australian market.

Rather, the key to success lies in successfully integrating brand narratives into a store’s own story. The goal? A cohesive message that brings in customers and helps to create an emotional connection between consumers and products.

Big brands like Apple and Coca-Cola have told stories to attract customers for decades. Now, branded marketing has evolved so far that even independent retailers are aware of the need to educate customers on what their brands and products represent. Whether the focus is eco-friendly clothing with an urban edge or funky dessert options, brands that exude a consistent image and tell a story that makes sense to their target market are likely to be more successful.

Sarah Patrick, a research associate at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, says maintaining a consistent look and feel in communications is “essential”.

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