Brand New Identity
As an Italian gold manufacturer opens a marketing office for North
America, it hopes to build name recognition by educating retailers
Many gold jewelry manufacturers create brand identities through consumer
advertising. Tecnigold, however, has opened a U.S. office that's gambling
on another route educating retailers who will then promote its brand
name to the public.
Tecnigold hopes to achieve its goal by funneling education and marketing
information to its network of wholesalers, says Richard Weisenfeld, managing
director of the Vicenza, Italy, company's office in New York City. It doesn't
mean the retailer is not an important part of the company's long-term marketing
Specifically, the New York City office will gather information on domestic
consumers and work with wholesalers to create marketing and promotion strategies.
The wholesalers will teach these strategies to retailers. Then, says Weisenfeld,
retailers will be prepared to sell more Tecnigold jewelry and begin to promote
brand recognition of Tecnigold's name as a mark of quality.
Among the promotional efforts under development are wholesaler/retailer
co-op advertising programs. Tecnigold's U.S. office also launched a study
of trends in the retail gold jewelry business throughout North America to
determine which products, styles, packaging, displays, merchandising and
promotion materials retailers want most. The study looks at such things
as the potential value of various advertising campaigns, warranty programs
and service and support policies. This information will help the company
design and produce what retailers need and want, says Weisenfeld.
New Chain Style
Meanwhile, Tecnigold is promoting its "Gentle Curb" chain. The
company uses an exclusive technology to produce an extremely strong karat-gold
curb chain that weighs 35% less than other karat-gold curb chain of comparable
size and wire diameter.
"Gentle Curb" is hallmarked by Tecnigold in addition to the
Emagold symbol (Emagold is a European gold jewelry manufacturers' association
that uses an independent lab to certify gold manufacturing facilities and
conduct spot checks of jewelry to ensure products contain the gold content
stamped on them).
Gentle Curb chain is available in any karatage, in yellow and white gold
and various styles. Suggested retail range is $50 to $500.
Tecnigold, New York City, (212) 286-0991.
Copyright © 1998 by Bond Communications.