The Zale Corporation Case
THE ZALE CORPORATION
Zale Corporation is a leading specialty retailer of diamonds and other jewelry products in North America. The Company has significant brand name recognition as a result of each of its brands’ long-standing presence in the industry, having 2.349 stores in the United States, Puerto Rico and Canada.
The Company´s vision “provide customers with quality merchandise at the lowest possible price” has remain the same since its first store opening in 1920´s.
The Mission of Zale Corporation is to be the best specialty retailer in North America. Our goal is to develop and maximize the finest collection of jewelry brands in order to build lasting customer relationships that will generate solid returns for our shareholders.
Zale Corporation pursues a direct sales strategy characterized by a typical business to customer relationship and reports operations under three business segments: Fine Jewelry, Kiosk Jewelry and All Other. Fine Jewelry segment generates approximately 89 percent of its revenues while the Kiosk Jewelry segment represents approximately 10 percent.
Fine Jewelry segment focused on the moderate income consumer as its core customer target. Each brand specializes in fine jewelry and watches, with merchandise and marketing emphasis focused on diamond products. Additionally, each brand differentiates itself through a customer experience with different points of emphasis. The brands in the Fine Jewelry segment have expanded their presence in the retail market through their e-commerce sites, www.zales.com, www.gordonsjewelers.com, and www.baileybanksandbiddle.com.
The Kiosk Jewelry segment specializes in gold and silver products that capitalize on the latest fashion trends. At the entry-level price point, the Kiosk Jewelry segment targets a young, fashion forward customer. The kiosk segment offers an extensive collection of popularly-priced bracelets, earrings, charms, rings, and 14 karat and 10 karat gold chains, as well as a selection of
Zale Corporation is a leading specialty retailer of diamonds and other jewelry products in North America. The Company has significant brand name recognition as a result of each of its brands’ long-standing presence in the industry, having 2.349 stores in the United States, Puerto Rico and Canada.
The Company´s vision “provide customers with quality merchandise at the lowest possible price” has remain the same since its first store opening in 1920´s.
The Mission of Zale Corporation is to be the best specialty retailer in North America. Our goal is to develop and maximize the finest collection of jewelry brands in order to build lasting customer relationships that will generate solid returns for our shareholders.
Zale Corporation pursues a direct sales strategy characterized by a typical business to customer relationship and reports operations under three business segments: Fine Jewelry, Kiosk Jewelry and All Other. Fine Jewelry segment generates approximately 89 percent of its revenues while the Kiosk Jewelry segment represents approximately 10 percent.
Fine Jewelry segment focused on the moderate income consumer as its core customer target. Each brand specializes in fine jewelry and watches, with merchandise and marketing emphasis focused on diamond products. Additionally, each brand differentiates itself through a customer experience with different points of emphasis. The brands in the Fine Jewelry segment have expanded their presence in the retail market through their e-commerce sites, www.zales.com, www.gordonsjewelers.com, and www.baileybanksandbiddle.com.
The Kiosk Jewelry segment specializes in gold and silver products that capitalize on the latest fashion trends. At the entry-level price point, the Kiosk Jewelry segment targets a young, fashion forward customer. The kiosk segment offers an extensive collection of popularly-priced bracelets, earrings, charms, rings, and 14 karat and 10 karat gold chains, as well as a selection of