Investigación De Mercado En Ingles

AMERICAN JEWELRY MARKET
Compilation of Secondary Research Studies

December 28, 2009
V 1.0

Table of Contents

I. Jewerly Trends 2007 (Jewerly Consumer Opinion Council – JCOO) 3
II. FEMALE SELF-PURCHASERS (IdexOnline) 9
III. Internet Shopping Facts (IndexOnline) 15
IV. American Jewelry Consumer (IdexOnline) 16
V. How Do People Buy Jewelry (IdexOnline) 17
VI. Today’s Internet JewelryConsumer (JCOO) 18
VII. Jewelry Internet Shopping (JCOO) 22

Jewerly Trends 2007 (Jewerly Consumer Opinion Council – JCOO)

Consumers on average spent below $200 for monthly jewelry purchases, with February, July and September seeing $300 and below as the popular range.

E-commerce grew in importance throughout 2007 capturing more than one
quarter to about one third of respondents eachmonth as a jewelry-buying
destination.

Overall, no matter the retail venue, self-purchases were made by a majority of respondents. TV shopping seemed to capture the greatest number of selfpurchases, averaging 75%, with online shopping next for more than 60%, and retail venues like jewelry and department stores catching 56%. Gift purchases were strongest at retail stores with the fourth quarter,ranking as a “big time” for gift giving, and September, in particular, popular for anniversaries. Anniversary gifts also ranked high for TV shoppers in September. And, online shoppers, at least half, thought more about gifts for others than themselves in December.

Birthdays, anniversaries, engagements and weddings, graduations, Mother’s and Father’s Day, and religious holidays still occur. Itis up to the jeweler to convince the consumer that whatever discretionary dollars they do have to mark these occasions is best spent on a gift that not only has lasting value, but emotional and sentimental value like no other gift can give.

Moreover, the strength of the self-purchase market is one that cannot be ignored. Despite economic uncertainties, consumers, predominantly women, arespending on themselves. It is up to the jeweler to convince her that the ideal accessories to her wardrobe are fine jewels, which complement more things in her closet and will last longer than any pair of leather boots or handbag she owns.

Silver Trends
Silver boasts a demographic appeal spanning both sexes and a wide range of ages and incomes. It is touted as the most versatile, fashion-forward,affordable white precious metal on the market. A relevant fine jewelry category, silver boasts annual retail sales in the billions.
For jewelers who haven’t jumped on the silver bandwagon, consider this: consumers own silver and want more, according to a JCOC study conducted July 31 to Aug. 14, 2007. More than 60% of 2,511 panelists polled own silver jewelry without diamonds or gemstones (allreferences to silver jewelry in this section, unless otherwise noted, is sans gems).

Necklaces and earrings were the most popular jewelry types in silver that respondents own, according to three-quarters of JCOC panelists, followed by bracelets and fashion rings for more than 60%, pendants for nearly half, and watches for one quarter. Some 65% have purchased silver jewelry before, with birthdays andthe Christmas holiday season the two most popular occasions for nearly half of all respondents each. However, three quarters of respondents have purchased silver jewelry for no other reason than “just because,” with 84% buying silver for themselves. The majority of respondents at 80% favored prices below $200, with $100 or less preferred by more than half.

Looking ahead, 14% of respondentsplanned to buy silver jewelry with 44% undecided—ideal candidates for impulse-buys. Of those respondents interested to buy silver in the future, earrings and necklaces were favored by about one quarter each, followed by bracelets and fashion rings for just below 20% each.

About one third preferred silver jewelry styles sans gemstones, but nearly 40% combined wanted silver jewelry set with both...