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Significantly affected by the health crisis, the jewellery market is adapting for this new year in anticipation of the economic crisis that is once again looming. Innovation and digital are at the rendezvous.
With the re-confinements in many countries as well as increasing health restrictions, the luxury sector in general is not putting aside the possibility of a recovery from the economic crisis. All the more so as the new variant of the virus is increasingly attracting the interest of governments.
The decline or even total disappearance of tourism has massively damaged the jewellery sector, particularly in Paris. The crisis has forced the sector to react and to rethink the ways in which customers are engaged, the distribution channels, and online contact.
Crucial digitalisation
Like its colleagues, the luxury jewellery market has had to reinvent itself and act digitally. The brands’ sales networks have thus developed considerably on the Internet and on social networks.
Even though jewellery normally requires more visuals and physical fitting, social networks are an excellent advertising medium cz-lekarna.com/. Indeed, through this means, the houses can broaden their clientele, especially to the younger generations.
The younger generations or milleniums have indeed become the main target of shopkeepers, who are looking for pockets of growth.
Another advantage of these channels? Influencers, which are one of the most essential factors on networks such as Instagram, Facebook, Pinterest … Their large audience allows brands to acquire a different and more realistic confidence towards their customers. With these personalities people are able to see the jewellery worn in a different and realistic way, if they cannot try it on in shop.
Influencers will also make it possible to replace, temporarily or not, celebrities who wore the famous jewellery creations during ceremonies and famous events. These appearances allowed the houses to create a certain proximity with the consumer, making him forget the commercial side. Luckily, influencers, if well chosen, can maintain this effect.
Moreover, in the jewellery world, the launch of a piece was regularly done on the occasion of these major events. It is time to put aside this type of promotion.
Creation and accessibility in the foreground
Among the re-invention of the jewellery industry, young designers who have appeared on a massive scale since the beginning of the pandemic are also mentioned. They are renewing the world of luxury jewellery. Craftsmanship, durability, originality and accessibility are the main factors enabling their success.
The free time generated by confinement and isolated life has therefore allowed the creation of new original jewellery that is less expensive than classic jewellery and more focused on returning to one’s roots and naturalness. As an example : hair jewellery or gold leaf that surrounds the earlobes and intertwines on the hands.
Accessibility is indeed a growing factor, more accessible products will thus become more important while high-end jewellery will lose interest with the disappearance of major events (galas, parties, etc.), where they were usually exhibited.
However, this does not mean that houses should forget their original and traditional collections. On the contrary, while developing these accessible collections they will have to strengthen their iconic lines to maintain their notoriety and the attractiveness of their loyal customers.
The second-hand phenomenon
Second-hand strategy is beginning to show a definite interest ; thanks to the priceless value of the old coins, they are considered as a legacy. Their preservation or resale then appear as strategic investments.
It should be noted that second hand also makes it possible to acquire top-of-the-range pieces at a lower price. A strategy that could therefore meet the demand for accessibility at the same time.
The metamorphosis of jewellery is therefore more than indispensable despite the fact that the physical experience in this universe remains primordial libido-de.com. It is crucial to stand out and maintain one’s notoriety in the face of competition.
A brand like Agatha has not been able to recover from the various crises that have affected the country in the past (yellow waistcoats, pandemic …). The company was already experiencing difficulties and the pandemic only accelerated its bankruptcy.
Read also > JEWELRY : WHAT FUTURE FOR THE JEWELRY SECTOR ?
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Significantly affected by the health crisis, the jewellery market is adapting for this new year in anticipation of the economic crisis that is once again looming. Innovation and digital are at the rendezvous.
With the re-confinements in many countries as well as increasing health restrictions, the luxury sector in general is not putting aside the possibility of a recovery from the economic crisis. All the more so as the new variant of the virus is increasingly attracting the interest of governments.
The decline or even total disappearance of tourism has massively damaged the jewellery sector, particularly in Paris. The crisis has forced the sector to react and to rethink the ways in which customers are engaged, the distribution channels, and online contact povezava v blogu.
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Significantly affected by the health crisis, the jewellery market is adapting for this new year in anticipation of the economic crisis that is once again looming. Innovation and digital are at the rendezvous.
With the re-confinements in many countries as well as increasing health restrictions, the luxury sector in general is not putting aside the possibility of a recovery from the economic crisis. All the more so as the new variant of the virus is increasingly attracting the interest of governments.
The decline or even total disappearance of tourism has massively damaged the jewellery sector, particularly in Paris. The crisis has forced the sector to react and to rethink the ways in which customers are engaged, the distribution channels, and online contact.
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