Helzberg Diamonds Competition
Now Viewing Helzberg Diamonds's competition in: Jewelry Retail (primary)
Call Preparation Questions
Customers, Marketing, Pricing, Competition
What segment of the market does the company sell to? - Stores often target a specific demographic by income and age.
How does the company predict and respond to new jewelry trends? - Trade shows are a common source of new product ideas.
What types of marketing does the company use? - Newspaper ads are common; direct mail catalogs are often used. Discount promotions are most common at the lower end of the market.
Does the company cater to individuals who make frequent, expensive purchases? - Small jewelers may depend on a few wealthy buyers.
How does the company make pricing decisions? -
Competitive Landscape
Jewelry sales depend partly on consumer income. Small jewelers can effectively compete with large chains because price isn't the main factor determining sales. Profitability depends on merchandising and effective marketing.
Business Challenges
CRITICAL ISSUES
Sales Tied to Economic Growth - Jewelry sales are tied to the health of the US economy, particularly changes in disposable personal income and consumer confidence. Sales of expensive jewelry, especially, depend on good economic growth. Consumers may choose less expensive items or may forgo shopping for discretionary items such as jewelry during an economic downturn.
Competition from Mass Merchants - Specialty jewelry stores continue to lose market share to mass merchants like Wal-Mart. Specialty stores account for only about half of all jewelry sales in the US. The share sold by traditional department stores has also been declining.
Industries Where Helzberg Diamonds Competes
- Retail
- Jewelry & Watch Retail(primary)
- Nonstore Retail
- Direct Selling
