Too Many Trunk Shows in Fine Jewelry

It used to be a special event where once a year LeVian or Effy was brought in for a special trunk show. We could talk it up and build excitement because it was a rare event, available only once during the year. Fast forward to today, where now trunk shows are scheduled 5 - 6 times a year. Customers are not excited anymore. Trunk shows happen too frequently now, and the customers are tired of being hounded all the time to come to the next big trunk show. Macy's does NO advertising/marketing to build their base in Fine Jewelry (young college age men) but will lay the responsibility on the shoulders of the sales staff and the My Client system.

It seems as if those making these decisions, beat an idea (event) to death until it has become meaningless, much like the never ending pre-sale events.

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Same with IA Fit Events. They are every other week. Want to increase sales? Staff stores enough that customers can find a register with someone to accept their money and make a purchase. Another bright idea would be to staff stores so merchandise actually makes it to the floor before it goes penny stock.

If top management actually looked at stores during visits rather than making visits a linkedin selfy session they might get a clue.

While all the below still occur, for the majority executive visits have gone from

-Everyone in the district abandon their stores for a week to do everything in the door to be visited that was suppose to have been done the past 6 months

-Hide shipment and z-bars of go backs in all the stockrooms and/or hidden halls

to now

-Who cares, they never go to this or that department, we'll only focus on the certain10 ft (2% of the store) we know they walk every visit

The younger customer does not care about a "rock" on their finger. About time. They care about experiences in life, i.e.: Travel, etc. Better out source fine Jewelry or start renting pieces out.

Very True. Regardless of brand the trunk show client is the same customer. A very small percentage of our base. We have hundreds of Levian and Effy customers in our base. The majority are not "collectors", they purchased a one off piece for an anniversary or birthday. Most shows are not even supported by the brands social media.

As we are making appointments for said event, we are pre selling for Diamond sale, as we are on sale for 48hr event with better pricing. No one cares about 30% off of red box.

VIP, 3 Friends and Family and ultimate shopping event all trump each other and have drained all excitement from any of them.

They are now testing a spring, "thanks for sharing" type 25.00 by in in select stores. ???? Again making something special...ordinary.

I will not start with the glitchy my client system.

That is so true. Customers used to be excited about perusing the trunk shows. Now with so many scheduled during the year, customers are now getting upset and are telling associates to stop calling them. Macys needs to rethink how they are handling their jewelry department because it has lost sales tremendously.

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Too Many Trunk Shows in Fine Jewelry

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