Tous. Research report

1.

TOUS
RESEARCH REPORT
MARCH 2018 | Brand Vision

2. CONTENT

• Purchase experience among jewelry customers
• TOUS brand metrics, perception, purchase experience
• TOUS advertising effectiveness
• Competitors: brand metrics analysis

3. METHODOLOGY

DESCRIPTION
Method
CAWI (Computer Assisted Web Interviewing)
Periodicity
1 time
Interview duration
25 min
Geography
Russia 100 000+
Sample
1200 respondents + 150 respondents, aware of TOUS brand
SAMPLE DESIGN*
Gender
M- 30%, F- 70%
Age
18-55 y.o.
Regions
Moscow-25%, Saint-Petersburg- 25%, other – 50%
Purchase experience Bought jewelry for last 12 months
Income
Average and higher
* Sample design is based on soc-dem distribution of jewelry customers
(Mediascope M-Index 2017)

4. MAIN OBJECTIVES

Evaluation of the brand's position on key
brand metrics, including awareness,
purchase, loyalty
Description of Target Audience in terms of
consumption habits and attitude towards the
brand
Identification of brand strengths and
weaknesses

5.

SUMMARY
TOUS customers’ portrait
Wide audience 18-55 with core 25-44 year olds. Young group aged 18-24 has big interest to the brand, group aged 25-44 has high
purchase power and intention to buy and recommend the brand to others.
TOUS customers are practical, get pleasure from shopping. It is more typical for them to visit prestigious shops, be price
sensitive and be influenced by celebrities.
Media consumption: TV and Internet have high cover. Social media: Facebook, VK, Instagram (the most typical is Pinterest)
Brand’s strengths
• Design
• Unique style
• Fits the youth
• Corresponds to modern trends
• Looks like products people want to buy
• Positive impression of TOUS logo
• High conversion in purchase and
loyalty
Brand’s weaknesses
• Low brand metrics: awareness, purchase,
loyalty
• Assortment
• Price
• not expensive image among those who are
unaware of the brand
• Childish style
• Strange/unclear logo among those who are
unaware of the brand
• Image of not prestigious, high quality brand
Awareness Purchase Loyalty
All
10%
29%
3%
35% 1%
18-24
13%
62%
8%
38% 3%
Aware of
brand
100%
31% 31%
35% 12%
Covered by
Ad
51%
63% 32%
44% 14%
5

6. PURCHASE EXPERIENCE AMONG JEWELRY CUSTOMERS

7.

Customers prefer to buy jewelry in mono- and multi-branded offline stores. Online shopping is
more popular for affordable jewelry. Youth buy online more often
HOW DO YOU SHOP FOR JEWELRY?
AFFORDABLE JEWELRY
Jewelry Multi-brand
stores of the jewelry
brand
stores
58%
51%
Affordable jewelry
55%
Expensive/luxury jewelry
43%
18-24
25-34
35-44
45-55
60%
55%
49%
41%
56%
51%
61%
53%
Online
36%
24%
18%
14%
Boutique
stores
19%
24%
17%
13%
Other
1%
1%
1%
1%
LUXURY JEWELRY
22%
19%19%
13%
Pawnshops,
Vintage Shops,
Local Dealers
1% 2%
Jewelry stores
of the brand
Sample: 1350 (All)
Multi-brand
jewelry stores
Online
Boutique stores
Other
Jewelry Multi-brand
stores of the jewelry
brand
stores
18-24
25-34
35-44
45-55
71%
59%
57%
44%
34%
44%
45%
47%
Online
16%
13%
12%
11%
Boutique
stores
17%
21%
21%
13%
Other
2%
0%
4%
3%
7

8.

Style and price are the main influencers for making decision during jewelry purchasing
OVERALL, WHAT HAS AN INFLUENCE ON YOUR
DECISION TO BUY JEWELRY?
75%
Style of jewelry
63%
Pricing
45%
Promotions
29%
Brand
The shopping environment
18%
Recommendation
17%
Influencer/Celebrities
Other
Sample: 1350 (All)
Style of
Pricing Promotions Brand
jewelry
5%
2%
M
F
The
Recomm Influencer/
Other
shopping
endation Celebrities
environment
72% 65%
76% 62%
37%
48%
31%
27%
16%
19%
24%
13%
4%
5%
3%
2%
18-24
82%
74%
54%
31%
23%
25%
4%
0%
25-34
76%
64%
43%
28%
16%
17%
5%
2%
35-44
76%
58%
41%
34%
21%
15%
7%
1%
45-55
66%
58%
48%
21%
14%
10%
1%
5%
Moscow 71%
62%
46%
25%
18%
15%
6%
2%
Saint-P. 76%
65%
49%
32%
19%
14%
3%
1%
Regions 77%
63%
42%
29%
18%
19%
4%
3%
8

9.

Merchandising influences customers’ intention to buy things
WHEN YOU ARE SHOPPING IN A STORE, HOW INFLUENTIAL
IS VISUAL MERCHANDISING IN MOTIVATING YOU
TO MAKE A PURCHASE?
3%
13%
Extremely
influential
27%
15%
42%
Somewhat
influential
Neither
Somewhat
Not influential
influential nor
not influential at all
not influential
18-24
27%
40%
17%
14%
2%
25-34
29%
42%
14%
12%
3%
35-44
27%
44%
13%
12%
4%
45-55
25%
43%
14%
16%
2%
Extremely influential
Somewhat influential
Neither influential, nor not influential
Somewhat not influential
Not at all influential
Sample: 1350 (All)
9

10.

The majority would be motivated by a loyalty program
WOULD A LOYALTY PROGRAM OF A JEWELRY BRAND
MOTIVATE YOU TO PURCHASE THAT
JEWELRY MORE OFTEN?
23%
77%
Yes
Sample: 1350 (All)
Yes
No
M
76%
24%
F
77%
23%
18-24
25-34
35-44
45-55
77%
79%
75%
76%
23%
21%
25%
24%
Moscow
80%
20%
Saint-P.
81%
19%
Regions
74%
26%
No
10

11.

Half of the customers consider the jewelry to be too expensive if it costs 50 th. rub or more
SPECIFY WHAT IS THE PRICE LIMIT
FOR JEWELRY THAT YOU CONSIDER TOO HIGH?
100 th. rub. and higher
32%
100 th.
5 th. rub. 10 th. rub. 15 th. rub. 25 th. rub. 30 th. rub. 50 th. rub. rub. and
higher
50 th. rub.
30 th. rub.
18%
25 th. rub.
15%
15 th. rub.
14%
10 th. rub.
13%
7%
Sample: 1350 (All)
1%
5 th. rub.
18-24
0%
9%
18%
13%
14%
23%
23%
25-34
0%
4%
12%
17%
13%
16%
38%
35-44
1%
10%
9%
15%
15%
19%
31%
45-55
2%
7%
18%
8%
17%
19%
29%
Moscow
1%
6%
12%
11%
15%
19%
36%
Saint-P.
1%
8%
17%
15%
15%
16%
28%
Regions
0%
6%
12%
20%
14%
20%
29%
11

12.

Earrings and rings are the most popular items to buy
WHAT JEWELRY/EXPENSIVE BIJOUTERIE
HAVE YOU PURCHASED IN THE LAST 12 MONTHS?
51%
Ring (not wedding)
Brooch Necklace
M
54% 53%
30%
22%
34%
12%
14%
9%
4%
56% 50%
29%
30%
17%
11%
9%
6%
5%
55%
58%
58%
49%
50%
54%
46%
53%
30%
31%
30%
24%
28%
28%
27%
28%
32%
24%
17%
16%
11%
11%
11%
13%
12%
11%
10%
8%
7%
9%
8%
0%
13%
6%
3%
1%
Moscow 53% 49%
Saint-P. 59% 51%
Regions 55% 52%
25%
31%
30%
28%
26%
29%
20%
24%
22%
12%
13%
10%
12%
9%
10%
5%
7%
8%
5%
6%
5%
Bracelet
29%
F
Pendant
28%
18-24
25-34
35-44
45-55
22%
Watch
Brooch
11%
Necklace
10%
Wedding ring
7%
Choker
5%
Other
Sample: 1350 (All)
Earrin Ring (not
Bracelet Pendant Watch
gs wedding)
56%
Earrings
clasp to tie
cross, chain
charms and
pendants for
bracelets
Ring Necklace
wedding -choker
2%
12

13.

The audience buys jewelry more often for themselves.
The most popular event to buy jewelry as a gift is a birthday
DO YOU BUY JEWELRY MORE OFTEN FOR
PERSONAL USE OR FOR GIFT GIVING?
FOR WHAT EVENT HAVE YOU PURCHASED
JEWELRY/EXPENSIVE BIJOUTERIE
IN THE LAST 12 MONTHS?
55%
Birthday
37%
Without an occasion
Women's Day - March 8
19%
New Year
19%
7%
St. Valentine's Day
Christmas
Other
Sample: 1350 (All)
Personal use
9%
Wedding/Engagement
Important personal event
58%
13%
Anniversary
Male Feast - February 23
Gift giving
42%
5%
4%
3%
1%
Personal use
Gift giving
M
11%
89%
F
76%
24%
13

14.

Women often buy jewelry to please themselves, men – as a gift for a spouse
FOR WHAT PURPOSE HAVE YOU
PURCHASED JEWELRY/EXPENSIVE BIJOUTERIE
IN THE LAST 12 MONTHS?
To Please myself
82%
77%
As a gift for a
spouse/loved person
24%
34%
26%
As a gift for other
family members
As a gift for a friend
As a gift for
colleagues/ chief
Sample: 1350 (All)
As a gift for a As a gift for
As a gift for
To Please
As a gift for a
spouse/loved other family
colleagues/
myself
friend
person
members
chief
29%
8%
17%
4%
3%
Other
18-24
73%
36%
31%
14%
2%
0%
25-34
67%
42%
29%
19%
5%
1%
35-44
66%
41%
25%
13%
2%
1%
45-55
63%
35%
28%
8%
3%
0%
Moscow
67%
41%
23%
16%
4%
0%
Saint-P.
67%
41%
30%
15%
5%
1%
Regions
67%
37%
30%
13%
3%
1%
MEN
WOMEN
14

15.

75% of women and 36% of men have received jewelry as a gift. More than a half got jewelry
as a present for a birthday
HAVE YOU RECEIVED JEWELRY AS
A GIFT IN THE LAST 12 MONTHS?
53%
Birthday
(men+women)
75%
36%
MEN
18-24
25-34
35-44
45-55
Yes
68%
69%
63%
53%
Sample: 1350 (All) /865 (received a gift)
WOMEN
No
32%
31%
37%
47%
Women's Day - March 8
20%
New Year
19%
Without an occasion
17%
Anniversary
11%
St. Valentine's Day
10%
Important personal event
5%
Wedding/Engagement
4%
Male Feast - February 23
3%
Christmas
2%
15

16.

SUMMARY: PURCHASE EXPERIENCE
• Customers buy jewelry more often for themselves. Women purchase jewelry to please
themselves, men buy it as a gift.
• Birthday is the most popular event to buy jewelry.
• Earrings and rings are the most popular types of purchased jewelry.
• Customers prefer to buy jewelry in mono- and multi-branded offline stores. Online shopping
is more popular for affordable jewelry. Youth buy online more often.
• Style and price are the main influencers for making decision during jewelry purchasing.
• Loyalty program is a good motivator to buy things more often.
.
16

17. TOUS BRAND METRICS, PERCEPTION AND PURCHASE EXPERIENCE

18.

Tous awareness is 10%. More than 60% of them know the brand for less than 2 years
AWARENESS OF TOUS JEWELRY
WITHIN
SOCIO-DEMOGRAPHIC GROUPS
HAVE YOU HEARD OF
TOUS JEWELRY?
11%
No;
90%
7%
Yes;
10%
F
M
13%
9%
10%
9%
25-34
35-44
45-55
HOW LONG HAVE YOU KNOWN
TOUS JEWELRY?
18-24
14%
9%
31%
15%
Less than half a year
1 - 2 year
3 - 5 year
More than 5 year
Not sure
20%
8%
6%
31%
Moscow
Sample: 1200 (Main)/ 269 (aware of TOUS)
Saint-P.
Regions
18

19.

Among those who are aware of TOUS there are more women, 18-24 year olds and
rich people than jewelry customers in general
GENDER
AGE
20%
ALL
30%
19%
16%
AWARE
OF TOUS
Man
84%
70%
20%
AWARE
OF TOUS
25%
Woman
36%
26%
INCOME
12%
ALL
28%
41%
17%
ALL
Can afford anything they
want
Can afford almost anything
they want, except such
expensive purchases as flat
or country house
47%
47%
37%
EMPLOYMENT
25%
AWARE
OF TOUS
18-24
25-34
35-44
45-55
Enough money for
expensive items for home
Student
9% 5%
7% 10%
13%
11%
ALL
Employed full-time
Employed part-yime
AWARE
OF TOUS
Retired
70%
72%
Not employed/housemaker
Disabled
Sample: 269 (aware of TOUS )/1200 (All)
Inner circle – aware of TOUS, outer circle – all jewelry customers
19

20.

Though only 3% of overall have ever bought TOUS jewelry, among aware of TOUS
there are 29% of TOUS customers
HAVE YOU EVER BOUGHT TOUS
JEWELRY?
HAVE YOU EVER BOUGHT
TOUS JEWELRY?
Among aware of
TOUS
29%
4%
1%
M
F
8%
No; 97%
Yes; 3%
1%
18-24
25-34
3%
3%
35-44
45-55
7%
2%
Moscow
Sample: 1200 (Main)
Saint-P.
1%
Regions
20

21.

Among TOUS customers there are more women, youth and people who can afford
anything they want
GENDER
ALL
AGE
ALL
30%
12%
BUY
OF TOUS
19%
man
woman
88%
70%
26%
17%
BUY
OF TOUS
33%
18-24
25-34
35-44
45-55
37%
37%
INCOME
12%
ALL
27%
41%
20%
11%
EMPLOYMENT
Can afford anything they
want
24%
BUY
OF TOUS
49% 47%
Can afford almost anything
they want, except such
expensive purchases as flat
or country house
Enough money for
expensive items for home
9% 5%
3% 18%
13% 7%
Student
ALL
BUY
OF TOUS
Employed full-time
Employed part-yime
Retired
68%
Not employed/housemaker
72%
Disabled
Sample: 84 (Buy TOUS ) 1200 (All)
Inner circle – buy of TOUS, outer circle – all jewelry customers
21

22.

TOUS customers are practical, get pleasure from shopping. It is more typical for them to visit
prestigious shops, be price sensitive and be influenced by celebrities
LIFESTYLE STATEMENT
(TOTALLY AGREE+AGREE)
79%
75%
73%
I like the variety of goods and brands
If I like something I'm ready to save money to buy it
I'm a practical person
I get pleasure from shopping
If I like something I make purchase immediately
I'm ready to pay more for good quality
The main thing for me when choosing a product is its…
Before purchasing I try to find out others' opinion on the…
I often go to prestigious, expensive shops
The main thing for me when choosing a product is price
If I chose one brand, I will always try to buy it
Celebrities have an influence on my purchase decisions
I manage finances in my family
I only buy things that I really need
I prefer to pay extra for a product of a well known firm
It would be difficult for me to realize my desires without…
I am inclined to spend money without thinking
I prefer to buy domestic goods
The Russian products' quality is lower than the import…
I live for today, without worrying about tomorrow
Sample: 84 (Buy TOUS ) / 1200 (All)
AFFINITY (VS ALL JEWELRY
CUSTOMERS)
62%
58%
57%
57%
56%
55%
51%
49%
46%
45%
43%
40%
35%
31%
31%
27%
23%
98
98
108
80
109
81
69
101
156
128
114
181
76
129
86
151
142
143
83
125
22

23.

Usage of media among those who are aware of TOUS does not show significant
difference from target audience in general
HOW OFTEN DO YOU…?
(Aware of TOUS)
120
100
140%
92
96
120%
95
87
88
88
100%
80
Usage among aware of
TOUS (Every day +
Several times a week)
80%
Affinity to All
60
60%
94%
40
40%
72%
48%
20
59%
79%
20%
35%
0
0%
TV
Internet
Sample: 269 (Aware of TOUS) /1200 (All)
Press
Social network
Going to Malls
Radio
23

24.

Those who are aware of TOUS use the Internet to the same extent as jewelry
customers, average TV viewing is less for 0.5 hour per day
HOW MANY HOURS PER DAY
DO YOU SPEND ON…?
AWARE OF TOUS
Average
ALL
2.5 h
3.9 h
8%
8%
4%
2%
16%
9%
15%
3.0 h
3.9 h
7%
3%
7%
8%
12%
15%
16%
23%
From 15 min. till half an hour
13%
46%
Sample: 269 (Aware of TOUS)/1200 (All)
Less than 15 min.
24%
14%
TV VIEWING
From 1 till 2 hours
From half an hour till 1 hour
10%
36%
From 3 till 4 hours
From 2 till 3 hours
15%
13%
17%
5 hours and more
From 4 till 5 hours
17%
17%
16%
2%
INTERNET USAGE
TV VIEWING
INTERNET USAGE
24

25.

Facebook, Instagram and Vkontakte.ru have the largest cover but the most affinitive social
media are Professionali.ru and Vkrugudruzei.ru
WHAT SOCIAL MEDIA DO YOU USE?
Facebook
60%
Instagram
57%
Vkontakte.ru
55%
Odnoklassniki.ru
Pinterest
102
70
80
73
21%
12%
10%
SnapChat
6%
Professionali.ru
6%
LinkedIn
4%
Vkrugudruzei.ru
3%
Sample: 269 (Aware of TOUS)/1200 (All)
112
37%
Google+
Мой мир@mail.ru
AFFINITY (VS ALL JEWELRY
CUSTOMERS)
50
109
113
170
100
284
25

26.

Leading touchpoints among paid media are search, TV ad and press, owned – sellers
reco in shop, earned - word of mouth
HOW DID YOU LEARN ABOUT TOUS?
Other people's reco (friends/relatives)
Narrative about jewelry in online articles about fashion/beauty
Production reminders in online article on fashion/beauty site
Narrative about jewelry products in press fashion/beauty articles
Narrative about jewelry products in Radio fashion/beauty programms
Narrative about jewelry products in TV fashion/beauty programms
Brand promotion by celebrity
Sellers reco in jewelry shop
Different jewelry discussions on the internet
Info on producer's or shop's site
Ads on plasma screens in stores
Brand social network profile
Promo in jewelry shop (discount/gift/2 for 1 etc.)
Info in search portals (yandex.ru etc.)
Ads on TV
Ads in press
Banners on the internet
Info leaflets about jewelry
Brand appearance in film/series
OOH (posters along roads, on bus stops, on buildings)
TV fashion/beauty programm sponsorship
Video ads before/during/after film/clip in internet (e.g. Youtube)
Ads on the Radio
Ads in social network (Vkontakte.ru, Odnoklassniki.ru, Facebook, Instagram etc.)
Ads in Metro
Ads on smartphones or tablet browser/app/game
TV programm sponsorship (not fashion/beauty )
Sample: 269 (aware of TOUS)
25%
4%
4%
2%
2%
1%
1%
3%
3%
2%
2%
1%
5%
4%
3%
3%
3%
1%
1%
1%
1%
1%
0%
0%
EARNED MEDIA
9%
OWNED MEDIA
13%
13%
PAID MEDIA
26

27.

The youngest group aged 18-24 has a leading position by brand metrics and
conversion to purchase and loyalty
ALL
18-24
25-44
45-55
Brand awareness
Brand awareness
Brand awareness
Brand awareness
10%
13%
10%
9%
29%
62%
19%
28%
Purchase
Purchase
Purchase
Purchase
3%
8%
2%
3%
35%
38%
30%
10%
Loyalty
Loyalty
Loyalty
Loyalty
1%
3%
1%
1%
Sample: 1200 (main)
27

28.

TOUS jewelry is perceived as youthful, tenderness and fun
WHAT IS YOUR OVERALL IMPRESSION
OF THE BRAND TOUS?
51%
Fun
Fashion
able
Trendy
Youthful
spirit
Elegant
Classic
Tender
ness
None of
the
above
M
F
39%
38%
27%
29%
41%
28%
43%
53%
25%
18%
14%
10%
36%
43%
11%
6%
18-24
25-34
35-44
45-55
36%
45%
37%
27%
25%
38%
25%
22%
38%
34%
25%
22%
60%
51%
51%
43%
23%
20%
19%
14%
11%
10%
16%
4%
32%
41%
52%
39%
6%
5%
4%
14%
Moscow 31%
31%
37%
49%
27%
11%
39%
8%
Saint-P. 49%
29%
31%
59%
18%
10%
39%
10%
Regions 40%
27%
22%
50%
11%
10%
46%
4%
42%
38%
30%
29%
19%
11%
Youthful
spirit
Tenderness
Sample: 269 (aware of TOUS)
Fun
Trendy
Fashionable
Elegant
Classic
28

29.

Youth think of TOUS like trendy jewelry that let owner feel attractive and proud.
Elder people consider it looks not expensive and fits for youth
WHAT ARE YOUR OVERALL IMPRESSIONS OF THE
TOUS BRAND?
Produces jewelry that let women feel
attractive
Makes trendy products, meets modern
trends
Looks not expensive
100%
80%
60%
Fits the youth
Price of this product is unjustifiedly risen
Produces jewelry for different taste
It is a long time that producers exists, reliable
company
40%
Produces jewelry that let the owner feel
proud
20%
Jewelry is reliable money investment
0%
Unique design
Wide choice
Understands modern women needs
Shows much attention to customers
Looks expensive
Optimal ratio of price and quality
Produces prestigious jewelry
Sample: 269 (aware of TOUS)
Among 18-24
Available brand of luxury life
Jewelry of high qulality
Jewelry - prestigious desired gifts
Among 25-44
29

30.

74% agree that each TOUS item reflects the values of the brand
EACH TOUS ITEM REFLECTS THE VALUES OF THE BRAND:
TENDERNESS, FUN AND A YOUTHFUL SPIRIT
1%
3%
Strongly disagree
22%
Somewhat disagree
Strongly
agree
46%
Neither agree nor
disagree
Somewhat agree
28%
Sample: 269 (aware of TOUS)
Strongly agree
Somewhat Neither agree Somewhat
agree
nor disagree
disagree
Strongly
disagree
M
27%
41%
25%
2%
5%
F
27%
47%
21%
4%
1%
18-24
25-34
35-44
45-55
23%
35%
22%
25%
55%
40%
55%
37%
19%
23%
19%
24%
2%
2%
2%
10%
1%
0%
2%
4%
Moscow
31%
41%
23%
3%
2%
Saint-P.
29%
47%
18%
4%
2%
Regions
23%
51%
21%
3%
2%
30

31.

The majority of those who are not aware of TOUS perceive it as a brand for youth
with unique design which doesn’t look expensive
EVEN THOUGH YOU HAVE NOT HEARD OF TOUS, WHAT IS
YOUR IMPRESSION OF THIS TYPE OF JEWELRY?
62%
Fits the youth
40%
Looks not expensive
Unique design
Wide choice
Make trendy products, meet modern trends
Look like products I want to buy
Understand modern women needs
Jewelry of high qulality
Jewelry - prestigious desired gifts
Affordable brand of luxury life
Produce jewelry for different taste
Looks expensive
Produce jewelry that let women feel attractive
Optimal ratio of price and quality
Produce prestigious jewelry
Jewelry is a reliable money investment
Produce jewelry that let the owner feel proud
Price of this product is unjustifiedly risen
Show much attention to customers
It is a long time that producers exists, reliable company
Sample: 1081 (not aware of TOUS)
25%
17%
17%
14%
13%
12%
9%
9%
9%
9%
8%
8%
5%
4%
4%
4%
2%
1%
M
F
18-24
25-34
35-44
45-55
Looks
Fits the
not
Unique
youth expens design
ive
Wide
choice
Make
trendy Look like Understa
Jewelry
stuff,
stuff I
nd
of high
meet
want to women
quality
modern
buy
needs
trends
56% 34% 24%
65% 43% 26%
21%
16%
12%
19%
69%
60%
55%
71%
13%
15%
14%
13%
15%
11%
53%
39%
37%
37%
37%
28%
21%
16%
17%
20%
12%
20%
28%
18%
14%
11%
21%
14%
17%
4%
15%
12%
8%
19%
5%
9%
24%
8%
Moscow 63% 44%
25%
15%
15%
15%
11%
8%
Saint-P. 60% 37%
24%
15%
19%
16%
16%
11%
Regions 63% 40%
26%
20%
18%
13%
12%
15%
31

32.

Those who are aware of the TOUS brand bear leave positive impression on the logo
WHAT IS YOUR OVERALL IMPRESSION OF THE BEAR AS A LOGO?
"Very branded bear, youth. Famous TOUS Bear"
"An excellent logo, unusual cute and at the same
time expensive"
"Once I saw it and remembered at once“
"An interesting idea that attracts attention"
"It is close to me in spirit, I like very much, I
recognize it"
38%
“Teddy bear is always nice!”
"Bear is cute and simple
image"
"Terrible“
"One might think more
of a logo“
"Looks not expensive"
20%
"That seems to
be black, but
gives bright and
light impression"
"A strange logo.
There is a feeling of a
"childish" store of not
expensive jewelry "
13%
6%
Sample: 269 (aware of TOUS)
5%
4%
2%
1%
"Terrible“
"One might think more of a logo“
"Looks not expensive "
1%
The bigger word is in number of letters, the more
frequently it was marked
32

33.

Among those who are unfamiliar with brand, the TOUS bear is perceived to be less
positive and more childish/strange
WHAT IS YOUR OVERALL IMPRESSION OF THE BEAR AS A LOGO?
"It looks interesting, original and easy to remember"
"It looks original. I've never heard of TOUS before, but look of
the logo itself, in my opinion, is able to arouse interest to it"
"An interesting approach, quite creative in comparison to other
jewelry companies"
19%
"Unattractive. At first glance it
looks like a blot "
"It looks not expensive and
not very attractive"
"The logo is not for jewelry"
12%
10%
10%
"Its form is somewhat weird, especially
the lower part, I do not really like it“
“Are you sure that this is a bear indeed?“
"If they had not written that it was a
bear, I would not have guessed"
"Its form is somewhat weird,
especially the lower part, I do not
really like it“
“Are you sure that this is a bear
indeed?“
"If they had not written that it was a
bear, I would not have guessed"
9%
9%
7%
Sample: 1081 (not aware of TOUS)
6%
5%
The bigger word is in number of letters, the more
frequently it was marked
33

34.

21% are likely to wear jewelry with the Bear on it, the readiness is much higher
among those who are aware of the brand and the youngest group 18-24 y.o.
* Large share of “No” may be related with this
exact jewelry, not with the Bear
WOULD YOU WEAR JEWELRY WITH
THE TOUS BEAR? *
14%
21%
Yes
No
Not sure
64%
72%
64%
59%
63%
68%
50%
34%
21%
7%
18-24
Sample: 1200 (Main)
15%
25-34
20%
34%
17%
35-45
13%
15%
45-55
16%
18%
Aware TOUS
Sample: 269 (aware of TOUS)/1081 (Not aware of TOUS)
14%
Not aware TOUS
34

35.

TOUS is preferred for design and style, but small range and high price can be
barriers to the purchase
WHAT DO YOU LIKE LEAST
ABOUT TOUS JEWELRY?
WHAT DO YOU LIKE BEST ABOUT
TOUS JEWELRY?
«Very beautiful and original!
Stylish jewelry and price is vey
appealing that I lost my mind»
«Something very different from
that I knew before»
43%
«I got acquainted with the
ТОUS jewelry brand recently
and want to say that all its stuff
has a sign of Russian assay
palace and also want to take
note of qualitative package»
«I like originality, quality
and visual
attractiveness of stuff
after all. Expensive and
luxury appearance with
quite comfortable price»
19%
17%
9%
Sample: 269 (aware of TOUS)
«Small range of
stuff made of
white gold in
combination with
gems (except of
brilliants)»
8%
3%
«Some stuff
is really
overprice»
16%
«Bothers quick in
contrast to
classic»
«Very childish
design»
16%
7%
6%
35

36.

62% are likely to buy TOUS jewelry. The group aged 25-44 has high probability to
buy TOUS and has high purchasing power
HOW LIKELY ARE YOU TO BUY TOUS
JEWELRY?
PLEASE MARK THE REASON WHY YOU
WON’T BUY IT
Extremely likely
Somewhat likely
Neither likely nor
unlikely
Somewhat unlikely
3%
4%
31%
26%
36%
Extremely
likely
Somewhat
likely
Neither likely
nor unlikely
Somewhat
unlikely
Not likely at all
17%
29%
28%
29%
40%
38%
40%
22%
34%
31%
25%
39%
4%
1%
3%
4%
6%
2%
3%
6%
Sample: 269 (aware of TOUS)
35%
Childish style
Not likely at all
18-24
25-34
35-44
45-55
76%
Prefer other style products
Prefer other brands products
24%
Poor range
24%
It is short time that I know
this brand
18%
High price
18%
Low quality of products
18%
Lack of trendy stuff/Out of
date brand
The main
reason not to
buy TOUS is
unsuitable or
childish style
0%
36

37.

Also 25-44 y.o. are likely to recommend the brand to their friends
TO WHAT EXTENT IS IT LIKELY THAT YOU WILL
RECOMMEND TOUS JEWELRY TO YOUR
FRIENDS/RELATIVES/COLLEAGUES?
4%
36%
2%
Definitely will Likely to
recommend recommend
26%
32%
Definitely will recommend
Likely to recommend
May be will, may be won't
Not likely to recommend
May be will, Not likely to
may be won’t recommend
Definitely
won’t
recommend
18-24
19%
26%
45%
8%
2%
25-34
28%
35%
35%
2%
0%
35-44
33%
33%
31%
0%
3%
45-55
22%
29%
37%
8%
4%
Definitely won't recommend
Sample: 269 (aware of TOUS)
37

38. TOUS ADVERTISING EFFECTIVENESS

39.

Clip recognition is 13%. Brand attribution is 44%.
Effective coverage of advertising campaign is 6% in total
Clip recognition
13%
o Aided recognition - % of respondents
who saw the advertising message at
least once
o Correct attribution with brand - % of
Brand attribution
Aided recognition
Sample: 1200 (main)
M
F
10%
15%
18-24
25-34
35-44
45-55
22%
11%
15%
6%
Moscow
Saint-P.
Regions
19%
11%
12%
44%
correctly named the brand among
those who saw the advertising
message
o Effective coverage - % of the
Effective coverage
6%
respondents who saw the advertising
and at the same time correctly
attributed to the brand
39

40.

56% confuse the brand of the TV ad. However there is wide range of the competitors,
there is no brand-leader with strong association with the clip
WHERE DID YOU SEE THIS
ADVERTISING MESSAGE?
TV
51%
Internet
35%
Social media
Store
25%
9%
ATTRIBUTION WITH BRAND
Sample: 158 (saw ad)
TOUS
Pandora
44%
9%
Tiffany&Co Sunlight Adamas Valtera MUZ Swarovski
7%
5%
5%
4%
3% 2%
40

41.

All main positive brand features have been increased by communication with TOUS ad
WHAT ARE YOUR OVERALL IMPRESSIONS OF THE
TOUS BRAND?
Jewelry is reliable money investment
100%
Fits the youth
Long time exists, reliable company
Makes trendy products, meet modern
Shows much attention to customers
80%
trends
60%
Looks like products I want to buy
Produces jewelry for different taste
40%
Produces jewelry that let women feel
attractive
20%
Price of this product is unjustifiedly
risen
0%
Looks expensive
Wide choice
Looks not expensive
Produces prestigious jewelry
Understands modern women needs
Jewelry of high qulality
Prestigious desired gifts
Produces let the owner feel proud
All
Sample: 269 (aware of TOUS)
Available brand of luxury life
Optimal ratio of price and quality
Covered by ad
41

42.

SUMMARY: BRAND AWARENESS AND PURCHASE OF TOUS
• TOUS brand metrics: awareness 10%, purchase 3%, loyalty 1%. The highest results are among 18-24 year old
people
• TOUS customers are practical, get pleasure from shopping. It is more typical for them to visit prestigious
shops, be price sensitive and be influenced by celebrities.
• Youthful, tenderness and fun are exact words to describe the brand, logo is mostly positive and cute.
• The style and design are what is liked most while small range and high price are liked the least.
• Media consumption among those who are aware of TOUS doesn’t differ significantly from all jewelry
customers.
• 62% are likely to buy TOUS jewelry. People, aged 25-44 have high probability to buy TOUS & intend to
recommend it to others.
• Clip recognition is 13%. Brand attribution is 44%. Effective coverage of advertising campaign is 6% in total. All
main positive brand features have been increased by communication with TOUS ad.
.
42

43. COMPETITORS: BRAND METRICS OVERVIEW

44.

Brand awareness: TOUS shows rather low results, but among covered by TOUS ad it is
much higher
WHAT BRANDS OF JEWELRY DO YOU KNOW OR HAVE HEARD OF?
Aided brand awareness
Spontaneous brand awareness
83%
80%
76%
75%
72%
67%
Among covered by
TOUS ad
61%
Among covered by
TOUS ad
51%
42%
54%
9%
29%
19% 18% 17%
16% 15% 13% 13%
11%
Sunlight
Tiffany
Pandora Sokolov Adamas Swarovski
MUZ
10%
7%
7%
585Gold Cartier Bvlgari
6%
6%
4%
3%
1%
Yakutskie Yashma Bronitskij
Valtera
brillianty
zoloto
Yuvelir
TOUS
Other
Swarovski
Sunlight
Pandora
Adamas
Tiffany&Co
MUZ
Sokolov
Valtera
TOUS
18-24 31% 23% 20% 17%
6%
14%
9%
26%
6% 12%
2%
11%
3%
6%
3%
57%
18-24
93%
90%
90%
80%
79%
64%
68%
51%
13%
25-34 31%
20%
20%
22%
21%
12%
13%
13%
8%
6%
5%
5%
8%
6%
2%
57%
25-34
84%
81%
84%
77%
78%
67%
67%
44%
9%
35-44 25%
16%
19%
12%
16%
14%
11%
6%
15% 9%
7%
6%
6%
4%
0%
51%
35-44
77%
74%
63%
74%
64%
63%
54%
41%
10%
45-55 26%
18%
9%
14%
13%
21%
21%
12% 15% 4%
14%
4%
4%
1%
1%
47%
45-55
80%
77%
66%
65%
68%
74%
51%
31%
9%
Sample: 1200 (Main)
44

45.

Among covered by TOUS ad purchase and loyalty of TOUS is ten-fold higher
WHAT BRANDS OF JEWELRY
HAVE YOU EVER BOUGHT?*
WHAT BRANDS OF JEWELRY DID
YOU BUY FOR LAST 12 MONTHS?*
Sunlight
55%
Adamas
37%
Sunlight
MUZ
14%
21%
Adamas
13%
Adamas
Pandora
33%
Pandora
Sokolov
17%
Swarovski
Tiffany&Co
15%
Among
covered by
TOUS ad
Valtera
15%
32%
TOUS
19%
Sokolov
25%
3%
*Respondents could also buy replicas of these brands
Sample: 1200 (Main)
27%
22%
33%
29%
Sunlight
MUZ
MUZ
Swarovski
37%
WHAT BRANDS OF JEWELRY
DO YOU BUY MORE OFTEN?*
12%
Tiffany&Co
8%
Among
covered by
TOUS ad
Valtera
8%
23%
TOUS
2%
Pandora
10%
Sokolov
10%
Swarovski
3%
Tiffany&Co
3%
Valtera
2%
TOUS
1%
Among
covered by
TOUS ad
14%
45

46.

TOUS brand’s KPI is not very high. But conversion is rather good.
MUZ has the best conversion from awareness to purchase and loyalty
TOUS
MUZ
PANDORA
SWAROVSKI
Brand awareness
(spontaneous brand
awareness)
Brand awareness
(spontaneous brand
awareness)
Brand awareness
(spontaneous brand
awareness)
Brand awareness
(spontaneous brand
awareness)
10%
67%
76%
83%
(1%)
(13%)
(18%)
(15%)
29%
50%
43%
36%
Purchase
Purchase
Purchase
Purchase
3%
33%
33%
29%
35%
43%
30%
10%
Loyalty
Loyalty
Loyalty
Loyalty
1%
14%
10%
3%
Sample: 1200 (main)
46

47.

Competitors of TOUS by perception for youth are Sunlight and Pandora
WHAT ARE YOUR OVERALL IMPRESSIONS OF THE BRANDS?
Produces jewelry that let the owner feel proud
Jewelry of high quality
Shows much attention to customers
Understands modern women needs
Produces jewelry that let women feel attractive
Produces prestigious jewelry
Looks expensive
Fits the youth
Produces jewelry for different taste
Price of this product is unjustifiably risen
Unique design
It is a long time that producers exists, reliable
company
Makes trendy products, meets modern trends
Jewelry is reliable money investment
Optimal ratio of price and quality
Jewelry - prestigious desired gifts
Looks like products I want to buy
Wide choice
Looks not expensive
Available brand of luxury life
Sample: 269 (aware of TOUS)
Sunlight
MUZ
Adamas Pandora Sokolov Swarovski Tiffany&Co
Valtera
31%
34%
31%
52%
47%
18%
23%
68%
66%
10%
26%
42%
66%
48%
33%
51%
36%
35%
21%
61%
9%
21%
35%
49%
28%
38%
49%
28%
36%
20%
52%
14%
18%
43%
40%
32%
51%
52%
37%
33%
61%
28%
33%
47%
43%
46%
28%
49%
50%
36%
41%
39%
43%
17%
36%
50%
46%
32%
46%
54%
50%
51%
33%
30%
36%
53%
67%
64%
46%
52%
68%
74%
72%
30%
33%
46%
63%
23%
27%
20%
37%
39%
19%
26%
29%
33%
14%
17%
TOUS
29%
23%
13%
33%
42%
22%
35%
54%
13%
14%
44%
25%
69%
48%
29%
26%
51%
63%
17%
9%
55%
20%
59%
34%
38%
68%
46%
39%
40%
44%
43%
47%
46%
65%
10%
33%
33%
31%
34%
36%
38%
54%
10%
26%
60%
18%
25%
49%
40%
40%
23%
31%
51%
24%
35%
43%
42%
48%
9%
33%
50%
29%
14%
54%
37%
39%
5%
26%
54%
49%
11%
71%
52%
43%
4%
24%
35%
12%
23%
32%
27%
35%
13%
20%
48%
7%
24%
31%
42%
16%
33%
24%
* Pink values – the highest values by the statement (line)
47

48.

SUMMARY: COMPETITORS. BRAND METRICS OVERVIEW
• Brand awareness: TOUS shows rather low results, but among covered by TOUS ad it
is much higher
• Among covered by TOUS ad purchase and loyalty of TOUS are ten-fold higher
• TOUS brand’s KPI is not very high. But conversion is rather good.
• Competitors of TOUS by perception for youth are Sunlight and Pandora
.
56

49.

DISCOVERED INSIGHTS: WHAT THIS MEANS FOR US
INSIGHTS
ACTIONS
TOUS consumers are most of all W18-34 y.o. But the customers of jewelry are W2544 y.o., they also most likely to intend to buy and to recommend TOUS jewelry.
Focus on two different audiences: W18-24 and W25-44 years old.
TOUS awareness is not very high, but among people who are aware of TOUS,
purchase and loyalty are much higher. Communication with TOUS ads
increases it by a factor of 2. Actual ad has good brand attribution, but low aided recognition.
Increase volume of market presence.
The highest awareness and purchase of TOUS are in Moscow region, but there is
much room to grow.
Focus on Moscow region, but if there is a possibility consider allocating more ad
spending in regions.
Customers are most likely to learn about new jewelry from TV and internet, their main
media channels.
Ensure TOUS is clearly communicated on TV and internet.
Design and unique style are what is liked best about TOUS, while assortment and
price are liked the least.
Promote unique style and design, broad assortment.
77% of shoppers are motivated by a loyalty program for a brand of jewelry .
Develop usage of loyalty program for TOUS.
18-24 y.o. are most likely to wear jewelry with the Bear.
Use advertising with the Bear primarily in communication with youth.
Tous has image of not luxurious, prestigious, high quality brand. Especially among
25-44 y.o.
Focus on high quality and luxury of brand in ad message targeting on 25-44.
The most popular event to buy jewelry as a gift is a birthday
Earrings and rings are the most popular jewelry.
Focus on theme of birthday in ad message.
Focus on earrings and rings in ad message.
57

50.

Advertising Investments in the Jewelry Category
The trend shows increase of media investments in the category of Jewelry
There are 2 prevalent channels in the category TV and Print media.
RUR, %
Category investments
438 mln
100%
90%
80%
6%
7%
8%
47%
130 mln
7%
6%
4%
4%
10%
5%
4%
5%
3%
5%
70%
60%
10%
483 mln
26%
22%
31%
192 mln
3%
4%
6%
6%
9%
17%
50%
Media Mix
Cinema
Radio
Outdoor
Internet
100%
7%
90%
14%
Print
15%
TV
80%
70%
37%
43%
24%
35%
60%
50%
17%
40%
26%
25%
23%
30%
20%
10%
CHANEL
DIOR
TIFFANY
SWAROVSKI
CARTIER
TOUS
SUNLIGHT
ADAMAS
MUZ
SOKOLOV
PANDORA
30%
35%
21%
23%
2016
2017
40%
19%
0%
20%
46%
44%
2016
2017
51%
56%
10%
0%
2017 Jan-Mar 2018 Jan-Mar
Source: MediaScope, 2016 – 2018, UM estimation
2017 Jan-Mar 2018 Jan-Mar
65

51.

Advertising Investments by TOUS, Swarovski, MUZ, Pandora
The trend shows an increase of media investments
2 prevalent channels remain to be TV and Printed media.
Category investments
Cinema
Media Mix
Radio
RUR, %
SWAROVSKI
18%
100%
90%
226mln
267mln
5%
3%
8%
Outdoor
52%
77mln
7%
8%
9%
116mln
5%
10%
TOUS
MUZ
90%
80%
70%
70%
27%
60%
40%
50%
40%
40%
30%
30%
58%
41%
12%
15%
TV
31%
38%
Print
18%
25%
60%
52%
50%
20%
10%
PANDORA
80%
50%
Internet
100%
20%
42%
33%
10%
48%
54%
61%
67%
10%
0%
0%
2016
2017
2017 Jan-Mar 2018 Jan-Mar
Source: MediaScope, 2016 – 2018, UM estimation
2016
2017
2017 Jan-Mar 2018 Jan-Mar
59

52.

Seasonality shows clearly peaks in the gender holidays and New Year’s celebration
Million,RUR
Media Investments dynamics
160 ₽
140 ₽
120 ₽
100 ₽
80 ₽
60 ₽
40 ₽
20 ₽
0₽
Jan
Feb
Source: MediaScope, 2016 – 2018, UM estimation
Mar
Apr
May
Jun
2016
2017
Jul
2018
Aug
Sep
Oct
Nov
Dec

53.

SOS vs SOV on Nat TV – Sokolov’s investments are the most efficient in terms of Nat TV
Share of Spend (SOS)
MUZ
46%
100%
90%
144mln
78mln
94%
28mln
54mln
SOKOLOV
100%
90%
23%
80%
70%
Share of Voice (SOV)
PANDORA
80%
57%
20%
66%
60%
75 694
24 671
26 339
17%
13%
48%
58%
70%
68%
72%
60%
50%
50%
40%
40%
30%
29 131
30%
57%
43%
20%
34%
10%
70%
52%
42%
20%
32%
28%
10%
0%
0%
2016
2017
Source: MediaScope, 2016 – 2018, W 25-45 BC
2017 Jan-Mar
2018 Jan-Mar
2016
2017
2017 Jan-Mar
2018 Jan-Mar

54.

Regional TV – Sokolov and Moskow Jewelry Plant massively support their products in
various cities
2016
Regional TRP's
SOKOLOV
MUZ
2017
Regional TRP's
SOKOLOV
1
2
3
4
5
6
7
8
Chelyabinsk
Ekaterinburg
Irkutsk
Kazan
Khabarovsk
Krasnodar
Krasnoyarsk
Moscow
532
470
996
2921
777
636
593
2
541
9
Nizhniy Novgorod
975
459
1
2
3
4
5
6
7
8
9
10
Chelyabinsk
Ekaterinburg
Irkutsk
Izhevsk
Kazan
Kemerovo
Khabarovsk
Krasnodar
Krasnoyarsk
Moscow
781
1589
2975
336
2276
809
840
2908
1976
10
11
12
Novosibirsk
Omsk
Perm
232
515
808
11
Nizhniy Novgorod
13
Rostov-On-Don
673
12
13
14
14
Saint-Petersburg
15
16
17
18
19
20
21
22
23
24
Samara
Saratov
Stavropol
Tula
Tver
Tyumen
Ufa
Vladivostok
Volgograd
Voronezh
558
1123
2062
384
671
1319
524
1008
576
222
495
726
175
489
744
847
661
755
162
119
634
585
254
375
Source: MediaScope, 2016 – 2017, W 25-45 BC
MUZ
SWAROVSKI TOUS
2790
2782
2367
484
1
2
3
4
5
6
7
8
1833
10
11
Chelyabinsk
Ekaterinburg
Irkutsk
Izhevsk
Kazan
Khabarovsk
Krasnodar
Moscow
Nizhniy
Novgorod
Novosibirsk
Perm
12
Rostov-On-Don
1057
9
5394
423
384
2504
423
Novosibirsk
Omsk
Perm
2834
1995
1969
2193
15
Rostov-On-Don
2728
1385
501
16
Saint-Petersburg
2511
3009
843
17
18
19
20
21
22
23
24
25
26
Samara
Saratov
Stavropol
Tula
Tver
Tyumen
Ufa
Vladivostok
Voronezh
Yaroslavl
834
3128
2270
267
2360
169
2753
46
92
2298
153
844
663
1346
2868
1003
Jan-Mar
Regional TRP's SOKOLOV
2018
905
102
13
14
15
16
17
18
19
20
21
SaintPetersburg
Samara
Saratov
Stavropol
Tver
Tyumen
Vladivostok
Volgograd
Voronezh
MUZ
PANDORA ADAMAS
607
287
164
621
138
491
1054
123
444
456
492
477
118
347
97
548
463
1099
362
1380
174
1051
1113
452
1675
852
493
1550
496
1108
986
239
813
3
763
257
13
125
134

55.

Investments – Awareness correlation. Generally awareness rises with investments and may
have accumulative effect in the following quarter after the quarter of ad running.
Spend
Awareness
60
100%
2016 – 94mln
2017 – 113mln
80%
50
40
60%
30
40%
Millions, RUR
Millions, RUR
Pandora
70
20
60
Sokolov
40
60%
30
40%
Mar'16May'16
Jun'16Aug'16
Sep'16Nov'16
Dec'16Feb'17
Mar'17May'17
Jun'17Aug'17
Sep'17Nov'17
Dec'17Feb'18
20%
10
0%
-
100%
2016 – 12mln
2017 – 21mln
80%
50
40
60%
30
40%
20
Mar'16May'16
Jun'16Aug'16
Sep'16Nov'16
Dec'16Feb'17
Mar'17May'17
Jun'17Aug'17
Sep'17Nov'17
Dec'17Feb'18
MUZ
70
60
0%
100%
2016 – 113mln
2017 – 108mln
80%
50
40
60%
30
40%
20
20%
10
-
Millions, RUR
Millions, RUR
60
80%
50
Swarovski
70
100%
2016 – 114mln
2017 – 123mln
20
20%
10
-
70
20%
10
Mar'16May'16
Jun'16Aug'16
Sep'16Nov'16
Dec'16Feb'17
Mar'17May'17
Jun'17Aug'17
Sep'17Nov'17
Dec'17Feb'18
0%
-
Source: MediaScope, M’Index, H1 2016, H2 2016, H1 2017, H2 2017, W 25-45 BC, 2016 – 2017, UM estimation
Mar'16May'16
Jun'16Aug'16
Sep'16Nov'16
Dec'16Feb'17
Mar'17May'17
Jun'17Aug'17
Sep'17Nov'17
Dec'17Feb'18
0%
63

56.

Share of TOUS jewelry turnover among the main competitors in Russia in 2017
Share of Market (in terms of value)
5,4%
MUZ 4,2%
PANDORA 3,6%
1,8%
2,5%
1,4%
1,3%
1,1%
1,1%
1,1%
Others 70,4%
TOUS 0,5%
SWAROVSKI 0,3%
Source: Indexbox market research for Tous 2018
Kristal, Smolenskaya ogranka
MUZ
PANDORA
Karatov
CARTIER
TIFFANY
VAN CLEEF & ARPELS
GRAFF
Adamas
MERCURY
Jewelry plant «Platina»
CHOPARD
Bronnitsy Jewelry
Yashma-Zoloto
BULGARI
TOUS
Sokolov
Moscow experimental Jewelry plant
Krastsvetmet
Krasnaya Presnya
SWAROVSKI
Others
Share of Market
among main competitors
6% 3%
42%
49%
Tous SOM
From total
jewelry
market*
From main
competitors*
*
0,5%
6%
16th place
3rd place
*By sales volume on jewelry market
** By the volume turnover of competitors: MUZ,
Swarovski и Pandora
64

57.

4,0%
3,5%
18%
4,2%
3,6%
15%
3,0%
Brand Awareness
4,5%
Market Share
Relation between Market Share* and Spontaneous Brand Awareness in 2017 is not obvious in regard
to Russian Market.
20%
18%
16%
14%
13%
12%
2,5%
10%
2,0%
8%
1,5%
6%
1,0%
0,5%
4%
0,5%
0,3%
1%
0,0%
0%
TOUS
Pandora
Market Share
* according to Jewelry Report 2017
2%
MUZ
SWAROVSKI
Brand Awareness (spontaneous )
65

58.

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