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Main Government and Public Sector Social Studies Jewelry Report, 2006 Update The Who, What, Where, Why And How Much Of Jewelry Shopping
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Jewelry Report, 2006 Update The Who, What, Where, Why And How Much Of Jewelry Shopping

DateJun, 2006
Pages192
Price / format$2500 / Online Download
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Abstract:
 The objective of this study is to help jewelry marketers and retailers better understand the consumer market for jewelry and watches. Based upon research among recent jewelry purchasers, this report focuses on market opportunities available to product manufacturers and retailers to help them deliver products and services that satisfy the consumers’ craving for this ultimate category of luxury goods.

With a focus on the consumers, their buying behaviors, needs, desires and preferences, this research study includes research data and statistics about:

Jewelry Market Size and Growth: What is the size of the jewelry market and how rapidly is it growing? How is the jewelry and watch market segmented by the type of jewelry product and material of composition?

Demographics of the Jewelry Market: What kinds of households buy jewelry and how do different demographic characteristics impact and influence jewelry buying behavior, (e.g.: HHI, size, composition, ethnicity/race, education, etc.); what are the different demographic segments within the jewelry market? How similar or different are households/consumers who purchase jewelry for personal use and for gifting.

Jewelry Buying Behavior: What are the primary characteristics of the consumers’ buying behavior related to jewelry and why they buy, e.g. for self or for gift? Where do they shop for jewelry; how do they decide to purchase one piece vs. another; how do they set a budget for jewelry buying; what is the role of brand in jewelry buying behavior; how much do they purchase and how much do they spend on key categories of jewelry. How do men and women differ in their jewelry shopping and buying behavior?

Psychographic Profile and Segmentation of the Jewelry Market: The psychographic profile of jewelry consumers will reveal their different drives and motivations in purchasing jewelry; what factors are more or less important in driving jewelry purchasing decisions; how can jewelry marketers and retailers better understand the hearts and minds of their consumers. In essence, we will discover “why people buy jewelry.”


Table of contents:
CHAPTER 1: INTRODUCTION
RESEARCH OBJECTIVES
METHODOLOGY
FOCUS GROUP RESEARCH
QUANTITATIVE JEWELRY CONSUMER SURVEY
2006 JEWELRY UPDATE
CHAPTER 2: ABOUT JEWELRY INDUSTRY SALES & GROWTH
JEWELRY MARKET SLOWED IN 2005 AFTER GROWING RAPIDLY IN 2003 & 2004
Figure 1: Jewelry and Watch Industry Sales, 1997-Proj. 2010
FINE AND COSTUME JEWELRY SALES ON THE RISE
WOMEN'S FINE JEWELRY ACCOUNTS FOR ABOUT THREE-FOURTHS OF TOTAL INDUSTRY
COSTUME JEWELRY IS LESS THAN 15 PECENT OF TOTAL MARKET
RINGS, FOLLOWED BY BRIDAL, WERE TOP CATEGORIES IN WOMEN'S FINE JEWELRY
Figure 2: Women Fine Jewelry Sales by Item, 2003-2005
WATCHES CAPTURED LARGEST SHARE OF MEN'S FINE JEWELRY MARKET
Figure 3: Men Fine Jewelry Sales by type of Item, 2003-2005
WATCHES AND OTHER (PINS, CHARMS, ETC.) ARE TOP CATEGORIES IN WOMEN'S COSTUME JEWELRY
Figure 4: Women Costume Jewelry Sales by Item, 2003-2005
WATCHES CAPTURE GROWING SHARE OF JEWELRY MARKET
Figure 5: Watch Sales, 2003-20 18
GOLD JEWELRY WAS MOST POPULAR IN WOMEN' FINE
Figure 6: Women Fine Jewelry Sales by Metal, 2003-2005
GOLD IS TOPS IN MEN' FINE JEWELRY TOO
Figure 7: Men Fine Jewelry Sales by Metal, 2003-2005
DIAMONDS ARE A GIRL'S BEST FRIEND
Figure 8: Women Fine Jewelry Sales by Gemstone, 2003-2005
MOST MEN'S JEWELRY BOUGHT CONTAINS NO GEMSTONES
Figure 9: Fine Men Jewelry Sales by Gemstore, 2003-2005
JEWELRY STORES LOSING SHARE AS OTHER RETAILING CHANNELS GROW
Figure 10: Jewelry Sales by Channels of Distribution, 2003-2005
PROJECTIONS OF JEWELRY SALES INTO THE FUTURE
CHAPTER 3: ABOUT JEWELRY CONSUMERS AND THEIR PURCHASES
ABOUT HALF OF U.S. CONSUMERS PURCHASED JEWELRY
Figure 11: Jewelry Purchase Incidence
DEMOGRAPHICS OF JEWELRY AND WATCH CONSUMERS ¦Ў
TWENTY-SOMETHING TO FIFTY-SOMETHING WOMEN WITH HIGHER INCOMES
Figure 12: Demographics of Jewelry Consumer
PURCHASE INCIDENCE OF COSTUME JEWELRY ROSE IN 2004, WHILE FINE JEWELRY DROPPED JUST SLIGHTLY .28
Figure 13: Type of Jewelry Purchased
DEMOGRAPHIC DISTINCTIVES IN TYPE OF JEWELRY BOUGHT
FINE WOMEN'S JEWELRY
FINE MEN'S JEWELRY
COSTUME WOMEN'S JEWELRY 30
COSTUME MEN'S JEWELRY
MEN MOSTLY BUY JEWELRY AS A GIFT; WOMEN MOSTLY BUY JEWELRY FOR THEMSELVES
Figure 14: Percentage of Jewelry Bought as Gift
PRICE MUST BE RIGHT FOR A GIFT
MEN TEND TO SPEND MORE ON A GIFT THAN THE FEMALE RECIPIENT THINKS IS APPROPRIATE
WOMEN NEED TO ACCOMPANY MEN TO SELECT GIFT
OCCASION OF GIFT IMPACTS SELECTION
JOY OF GIFTING IS SEEING HOW MUCH THE ITEM IS APPRECIATED
SOME STORES ARE RIGHT FOR A GIFT, WHILE OTHERS ARE NOT
SELECTING THE RIGHT GIFT ITEM CAN BE A CHALLENGE
SIZING IS AN ISSUE IN BUYING JEWELRY AS A GIFT
THINKING ABOUT THE NEXT GIFT MATCHING PIECES APPRECIATED
WOMEN BUY MORE PIECES OF JEWELRY PER YEAR THAN MEN
Figure 15: Average Number of Jewelry Items Purchased
JEWELRY-BUYING MEN SPEND MORE BUYING JEWELRY IN PAST YEAR THAN WOMEN
Figure 16: Average Amount Spent Buying Jewelry by Type
MALE PURCHASERS HAVE SLIGHTLY GREATER JEWELRY MARKET POTENTIAL
CHAPTER 4: ABOUT MOST RECENT JEWELRY PURCHASE
MAJORITY MADE MOST RECENT JEWELRY PURCHASE FOR SELF
Figure 17: Percentage of Most Recent Purchases Made as Gift or For Self
TYPICAL JEWELRY PURCHASE IS FOR ONE-TO-TWO ITEMS
Figure 18: Number of Jewelry Pieces Bought Most Recently
SINGLE ITEM PURCHASERS AND MULTI-ITEM PURCHASERS EXHIBIT SAME BUYING PATTERNS EXCEPT ONE — MULTI-ITEM BUYERS SPEND MORE
Figure 19: Total Jewelry Spending by Single-Piece Buyers vs. Multi-Piece Buyers
WOMEN’S JEWELRY IS MOST LIKELY RECENT PURCHASE
NECKLACES, RINGS AND EARRINGS TOP THE LIST OF MOST RECENT WOMEN’S FINE JEWELRY ITEM PURCHASED TYPE OF WOMEN’S FINE JEWELRY BOUGHT
Figure 21: Women's Fine Jewelry Most Recently Bought by Type of Item
FINE GOLD IS TOP CHOICE OF METALS IN FINE WOMEN’S JEWELRY
Figure 22: Women's Fine Jewelry Most Recently Bought by Type of Metal
DIAMONDS ARE A GIRL’S BEST FRIEND WHEN IT COMES TO FINE WOMEN’S JEWELRY
WATCHES ARE MOST RECENT WOMEN’S COSTUME OR FASHION JEWELRY ITEM PURCHASED
Figure 24: Women’s Costume Jewelry Most Recently Bought by Type of Item
NEARLY HALF OF RECENT MEN’S FINE JEWELRY PURCHASERS BOUGHT A WATCH
TYPE OF MEN’S FINE JEWELRY BOUGHT
Figure 25: Men's Fine Jewelry Most Recently Bought by Type of Item
8FINE GOLD IS FAVORED METAL OF COMPOSITION FOR FINE MEN’S JEWELRY
MOST MEN’S JEWELRY CONTAINS NO GEMSTONES
Figure 27: Men's Fine Jewelry Most Recently Bought by Type of Gemstone
MOST RECENT MEN’S COSTUME OR FASHION JEWELRY ITEM PURCHASED WAS A WATCHE THE TYPICAL BUYER SPENT JUST OVER $500 ON LAST JEWELRY ITEM BOUGHT
Figure 28: Spending on Most Recent Jewelry Purchase
MOST RESPONDENTS BOUGHT LAST JEWELRY ITEM ON SALE — FINE JEWELRY IS MORE LIKELY TO BE DISCOUNTED THAN COSTUME
Figure 29: Type of Jewelry Bought Most Recently on Sale or Discounted
SYTLE AND DESIGN AND BUYING FOR A SPECIAL OCCASION MOTIVATES MOST RECENT PIECE OF JEWELRY
Figure 30: Reasons Why Made Most Recent Jewelry Purchase
GIFTERS BUY FOR SPECIAL OCCASIONS; SELF-PURCHASERS FOR STYLE
ABOUT WHAT SHOPPERS LOOK FOR IN BUYING JEWELRY PIECE
CLASP THAT WILL HOLD AND IS SECURE
GOLD CONTENT
TRUE COLOR IN GEMSTONES
NOT MAN-MADE STONES
PREFERRED METAL
DEPENDS ON THE OCCASION
AFFORDABLE PRICE
PLACE OF ORIGIN AND/OR CONFLICT DIAMONDS OF NO IMPORTANCE
BRANDING AND DESIGNER NOT PARTICULARLY IMPORTANT
DESIGN, PRESENTATION AND SETTING
DISTINCTIVE AND UNUSUAL DESIGN
HIGH QUALITY
SIZE OF PIECE
INCONSISTENCY OF MASS-MARKET JEWELRY
HERITAGE VALUE
PERSONAL TASTE IS KEY
MOST BUYERS WERE VERY SATISFIED WITH MOST RECENT PURCHASE
Figure 31: How Satisfied with Most Recent Jewelry Purchase
JEWELRY PURCHASES MORE LIKELY TO BE IMPULSE DRIVEN
Figure 32: Percentage of Shoppers that Shopped Around to Compare Prices
BUYING DIAMONDS TAKES MORE CARE AND REQUIRES MORE COMPARISON SHOPPING
DEPARTMENT STORES TAKE THE LEAD IN WHERE THEY MOST RECENTLY SHOPPED FOR JEWELRY
Figure 33: Where Most Recent Jewelry Item Bought
ABOUT SHOPPING FOR JEWELRY
JEWELRY SHOPPING IS SPECIAL AND PERSONAL
GET A GOOD PRICE
TRUST IS KEY
SPECIAL, UNIQUE SHOPPING EXPERIENCE
TOGETHERNESS MAKES IT SPECIAL
SALES ARE A MOTIVATOR FOR SHOPPING FOR JEWELRY
SOME STORES MARK UP JEWELRY JUST TO MARK IT DOWN
SELF-PURCHASE DONE ON IMPULSE; GIFT BUYING IS PURPOSEFUL
INDEPENDENT APPRAISALS ARE IMPORTANT FOR HIGHER PRICED JEWELRY
CUSTOMIZING JEWELRY IS NEW SPECIALTY
SHOPPERS WANT MORE SPECIAL SERVICES AND WIDER SELECTION OF ITEMS
IN STORE LIGHTING CAN BE DECEPTIVE
SHOPPERS NEED KNOWLEDGEABLE SALESPEOPLE TO PROVIDE GUIDANCE
SHOPPERS WANT SPECIALIZED SERVICE
SUPERIOR SALES SERVICE WILL PAY BACK IN REPEAT BUSINESS, MORE WORD OF MOUTH
SALES PEOPLE CAN BE A TURNOFF WHEN SHOPPING FOR JEWELRY
SHOPPERS WANT TO SHOP IN A STORE THAT HAS THE RIGHT PRICE SELECTION
GETTING A GOOD PRICE IS TOP INFLUENCER ON PLACE TO SHOP
Figure 35: Why Shopped for Jewelry Most Recently in This Particular Store
ABOUT SELECTING A STORE TO BUY JEWELRY
TRUST IN THE STORE
CLOSE TO HOME & CONVENIENT A STORE THAT WILL STAND BEHIND THE PURCHASE
STORE WITH APPEALING DISPLAYS AND ATTRACTIVE PRODUCTS
CHAIN STORES CAN SOMETIMES GET MERCHANDISE FROM OTHER STORES
ATTRACTIVE SALES MAKE FOR A GOOD JEWELRY STORE
WHILE SATISFIED WITH SHOPPING EXPERIENCE, JEWELRY SHOPPERS WERE LESS SATISFIED WITH SHOPPING THAN WITH THE ITEM THEY BOUGHT
Figure 36: Level of Satisfaction with Most Recent Shopping Experience
WHAT SHOPPERS SAY ABOUT THEIR MOST RECENT JEWELRY SHOPPING EXPERIENCE
TRUST IS KEY WHEN CHOOSING A JEWELRY STORE
SHOPPING AROUND TO FIND THE BEST ITEM AT BEST PRICE IS COMMON
BEING ABLE TO EASILY RETURN A JEWELRY PIECE IS CRITICAL TO CONFIDENCE IN JEWELER
INTERNET IS FAVORITE WAY TO COMPARISON SHOP AND RESEARCH NEW PURCHASES
JEWELRY CUSTOMERS HESITANT TO BUY OFF INTERNET OR TELEVISION SHOPPING BECAUSE THEY CAN’T SEE AND TOUCH
TELEVISION SHOPPING HAS ITS APPEALS TO SOME JEWELRY BUYERS
SELF-PURCHASE OF JEWELRY IS A SPECIAL GIFT TO REWARD ONESELF
JEWELRY WAS BOUGHT IN MEMORY OF ONE WHO HAD PASSED AWAY
SHOPPER BUYS JEWELRY FOR TWO DIFFERENT JEWELRY WARDROBES: ONE FOR WORK AND ONE FOR PLAY
WHILE SOME SHOPPERS LIKE THE VARIETY AND ABILITY TO HAGGLE AT JEWELRY EXCHANGE, OTHERS ARE TURNED OFF
SOME JEWELERS GIVE SPECIAL SERVICES, INCLUDING ORDERING SPECIAL PIECES OR MAKING CUSTOM PIECES
TRAVEL MOTIVATES JEWELRY SHOPPING WITH DUTY-FREE SHOPS AND GOOD PRICES
CHAPTER 5: ABOUT PRICING OF JEWELRY
THE FRUGAL JEWELRY SHOPPER
PRICE IS IMPORTANT IN JEWELRY SELECTION, BUT PRICE/VALUE RELATIONSHIP IS MORE SO
THE PRICE ONE EXPECTS TO PAY IMPACTS THE STORE WHEN CONSUMER CHOOSES TO SHOP
GETTING A BARGAIN IS HOW CONSUMERS MEASURE THEIR WINNINGS IN THE SHOPPING GAME
CONSUMERS WANT A FAIR PRICE, NOT NECESSARILY THE LOWEST PRICE
WHAT SHOPPERS PAY FOR JEWELRY PROVIDES PARAMETERS FOR PRICING JEWELRY RIGHT
BRIDAL JEWELRY IS MOST EXPENSIVE IN WOMEN’S FINE JEWELRY
Figure 37: Pricing Parameters: Women's Fine Jewelry
MEN SPENT MORE ON LAST RING PURCHASED
Figure 38: Pricing Parameters Men's Fine Jewelry
NARROWER PRICE RANGES CHARACTERIZES WOMEN’S COSTUME JEWELRY
Figure 39: Pricing Parameters Women's Costume Jewelry
AVERAGE PRICE FOR MEN’S COSTUME WATCH WAS $143
CHAPTER 6: ABOUT WHERE PEOPLE SHOP FOR JEWELRY
WHERE JEWELRY CONSUMERS SHOPPED FOR JEWELRY IN PAST YEAR
Figure 40: Where People Shopped for Jewelry in Past Year
DEMOGRAPHIC DISTINCTIVES IN SHOPPING PATTERNS
SPECIFIC STORES WHERE JEWELRY SHOPPERS FREQUENTED
Figure 41: Top Ten Stores for Jewelry Shopping
CHAIN JEWELRY STORES
Figure 42: Chain Jewelry Stores Shopped at in Past Year
WOMEN AND MEN HAVE DIFFERENT FEELINGS ABOUT JEWELRY STORES
JEWELRY STORES TEND TO CATER TO THE MALE SHOPPER MORE THAN FEMALE
FORTUNOFF'S IS NOTED AS STORE THAT DOES AN OUTSTANDING JOB SERVING BOTH MALE AND FEMALE JEWELRY SHOPPERS
DEPARTMENT STORES
Figure 43: Department Stores Shopped at in Past Year
SOMETIMES DEPARTMENT STORES ARE NOT THE RIGHT STORE FOR JEWELRY
SOME DEPARTMENT STORES HAVE FINE JEWELRY COUNTERS STAFFED BY TRAINED JEWELRY PEOPLE
SOME DEPARTMENT STORES HAVE TOO MUCH SIMILAR, UNINVENTIVE PRODUCT
DEPARTMENT STORES NOT APPROPRIATE FOR MORE EXPENSIVE PURCHASES
DIFFERENCES BETWEEN DEPARTMENT STORE SELECTIONS AND DISCOUNT DEPARTMENT STORE SELECTIONS
FASHION & CLOTHING STORES
Figure 44: Fashion Stores Shopped at in Past Year
DISCOUNT STORES
Figure 45: Discount Stores Shopped at in Past Year
TELEVISION, MAIL ORDER AND INTERNET SOURCES
Figure 46: Non-Store Retailers Shopped at in Past Year
FEW HAVE EVER BOUGHT FINE JEWELRY ONLINE, WHILE MORE HAVE BROWSED FOR JEWELRY INFORMATION ONLINE
PERSONAL TOUCH IS MISSING ONLINE
FACTORS INFLUENCING CHOICE OF STORE TO SHOP FOR JEWELRY
Figure 47: Factors Influencing Where to Shop for Jewelry
TRUST IN A STORE BUILDS LOYALTY
WHAT IS MISSING FROM THE JEWELRY SHOPPING EXPERIENCE?
MARKETING PROFILES OF THE TOP TEN JEWELRY RETAIL OUTLETS
WAL-MART IS NATION’S NUMBER ONE JEWELRY RETAILER
JC PENNEY’S
TARGET
EBAY
SEARS
KMART
ZALES AND ZALE CORPORATION
KAY JEWELERS
KOHL’S
CHAPTER 7: ABOUT THE LUXURY SEGMENT OF THE JEWELRY AND WATCH MARKET
JEWELRY AND WATCHES WERE STRONG PERSONAL LUXURY PERFORMERS IN 2005
Figure 48: Personal Luxuries Purchase Incidence, 2002-2005
TOTAL SPENDING ON LUXURY JEWELRY AVERAGED $10,825 BUT IT DECLINED FROM 2004
Figure 49: Personal luxury and automobile spending, 2005-2004
Figure 50: Luxury Consumer Spending on Jewelry & Watches by Demographic Segments, 2004 & 2005
TYPE OF JEWELRY BOUGHT
Figure 51: Type of Women’s Luxury Jewelry Bought
Figure 52: Type of Men's Luxury Jewelry Bought
MATERIAL OF COMPOSITION OF JEWELRY BOUGHT
Figure 53: Material of composition of women’s luxury jewelry bought
Figure 54: Material of composition of men’s luxury jewelry bought
TYPES OF WATCHES BOUGHT
Figure 55: Type of luxury watches bought
WHERE PEOPLE BOUGHT LUXURY JEWELRY
Figure 56: Where People Bought Luxury Jewelry
Figure 57: Where People Bought Luxury Watches
TOP JEWELRY BRANDS
Figure 58: Leading luxury jewelry brands, brand awareness and brand usage
TOP WATCH BRANDS
Figure 59: Leading watch brands, brand awareness and brand usage
MOST LUXURY JEWELRY IS BOUGHT ON SALE
MOST OWN AT LEAST ONE LUXURY WATCH
Figure 60: Luxury Watch Ownership
LUXURY JEWELRY PURCHASE MOTIVATION
CHAPTER 8: ABOUT TRENDS & ATTITUDES IN JEWELRY SHOPPING
MOST JEWELRY SHOPPERS EXPECT TO SPEND THE SAME NEXT YEAR
Figure 61: Spending Trends Next Year
ATTITUDES ABOUT SHOPPING FOR JEWELRY
Figure 62: Attitudes about Jewelry
CHAPTER 9: ABOUT DIFFERENT PERSONALITY TYPES IN TODAY’S JEWELRY MARKET
SEGMENT’S ATTITUDES ABOUT JEWELRY
Figure 63: Attitudes about Jewelry by Personalities
JEWELRY MARKET IS COMPOSED OF THREE DIFFERENT TYPES OF WOMEN SHOPPERS
FASHIONISTA FRANCES FAVORS FASHION JEWELRY BUT HAS MISCONCEPTIONS ABOUT FINE JEWELRY
CONNOISEUR CATHERINE WANTS ONLY THE BEST AND SHE CAN PAY FOR IT
DIME-STORE DEBBIE BUYS ONLY WHAT SHE HAS TO AND LOOKS FOR THE BEST DEAL
FIELD GUIDE TO FEMALE JEWELRY BUYING SEGMENTS
MEN ARE SEGMENTED BY THEIR PRIMARY JEWELRY PURCHASE MOTIVATION: GIFTING OR SELF-PURCHASE
THE WOMEN IN GENEROUS GEORGE’S LIFE GET LOTS OF JEWELRY
PERSONAL INDULGER PETE BUYS MORE JEWELRY AS GIFTS, BUT HE ALSO WANTS SOME ‘BLING’ FOR HIMSELF
FIELD GUIDE TO MALE JEWELRY BUYING SEGMENTS
CHAPTER 10: ABOUT MAXIMIZING SALES TO THE JEWELRY MARKET
REVIEW OF KEY BUSINESS BUILDING TACTICS TO INCREASE SALES IN THE JEWELRY MARKET
NEXT STEPS FOR JEWELRY MARKETERS TO INCREASE SALES AND BUILD MARKET SHARE
MARKETING OPPORTUNITY #1: INCREASING GIFTING AMONG BOTH MEN AND WOMEN GIFT-GIVERS AS WAY TO INCREASE REVENUES AND BUILD LOYALTY
Figure 64: Gifters Spending on Jewelry
MARKETING OPPORTUNITY #2: INTERNET IS A GROWING OUTLET FOR JEWELRY; MARKETERS AND RETAILERS NEED TO COMMIT TO IT AS A CHANNEL FOR THE FUTURE
INTERNET IS RIGHT AT THE TOP OF PLACES WHERE LUXURY CONSUMERS SHOP FOR JEWELRY, ALONG WITH OTHER THINGS
Figure 65: Internet Users March 2003-March 2004
MARKETING OPPORTUNITY #3: PRICING IS A POWERFUL PSYCHOLOGICAL TOOL TO GET PEOPLE TO SHOP AND BUY
MARKETING OPPORTUNITY #4: THERE ISN’T JUST ONE JEWELRY MARKET — MEN AND WOMEN REPRESENT TWO DISTINCT MARKETS DRIVEN BY TOTALLY DIFFERENT NEEDS AND DESIRES
MARKETING OPPORTUNITY #5: GIVE THE JEWELRY CUSTOMER AN EXIT RAMP OFF THE ‘MASS TRACK’
MARKETING OPPORTUNITY #6: JEWELRY SHOPPING IS A SPECIAL, HIGHLY PERSONAL EXPERIENCE
MARKETING OPPORTUNITY #7: BRANDING OF JEWELRY IS WIDE-OPEN OPPORTUNITY, BOTH FOR RETAILERS AND MARKETERS
Figure 66: Luxury Brand Loyality Index
APPENDIX A: JEWELRY BUYERS SURVEY QUESTIONNAIRE
JEWELRY BUYERS SURVEY QUESTIONNAIRE


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