There was some recovery seen over the 2020 holiday season, thanks to the relatively stable infection trends seen in autumn. However, jewellery in Japan largely struggled in the first half of 2021, with this following on from sharp current value decline over 2020 as a whole.
Like many other industries, rapid digitalisation was seen in jewellery in Japan towards the end of the review period. Soon after the first state of the emergency was introduced in 2020, domestic jewellery brands such as K-uno and aidect launched online consultations via LINE, the most popular social messaging app in Japan, and some players even offered at-home fittings.
Bridal jewellery brand K.uno opened a new concept store in April 2021, where customers can manufacture bridal rings themselves with support from master craftspeople.
Recovery of jewellery in Japan will be slow in current value terms in the forecast period, given delays and uncertainty regarding the vaccination roll out and the Tokyo Olympic/Paralympic Games in 2021. As of summer 2021, consumer confidence remained weak due to ongoing regulations and economic uncertainty.
In the forecast period, jewellery players in Japan will need to prepare for intensified competition from other product categories, hand-made products and also second-hand products. Subscription and rental services are also attracting intensifying attention among those consumers who wish to try out different types of jewellery for different occasions.
In February 2020, global pearl jewellery player K Mikimoto launched a ground-breaking pearl collection for men in collaboration with Comme Des Garcons. This attracted many male fashionistas in Japan and performed well.
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Understand the latest market trends and future growth opportunities for the Jewellery industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Jewellery research and analysis database.
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