Costume jewellery remains the most dynamic category of jewellery in 2018, with consumers attracted to the affordable prices and regular new collections on offer. Fast-fashion retailers H&M, Zara and Mango are key to the category’s development with their offer of affordable costume jewellery that can be alternated to match different outfits.
When it comes to fine jewellery the category is seeing polarisation as disposable income levels rise. For gifts and personal purchases, consumers are generally attracted by more affordable products, with Pandora’s range of charms and pendants proving extremely popular.
The average unit price of jewellery has seen only slight growth in 2018, despite growing demand for these products and rising disposable income. There are several factors behind this trend.
Pandora remained the leading brand in fine jewellery in 2017 with it continuing to record dynamic current value growth. The brand benefits from a number of factors.
H&M opened five new outlets in 2017, with the retailer pursuing a dynamic expansion strategy within Romania over the review period. This was reflected in the brand’s dynamic growth within costume jewellery in 2017 with it looking likely to take over the lead from Meli Melo Paris over the forecast period, with the latter seeing its value share decline throughout the review period.
The jewellery and watch specialist retailers channel continues to dominate the distribution of jewellery in 2018, with it having increased its value share by 10 percentage points over the review period. The channel saw a large rise in the number or outlets over the review period with leading chains such as Splend’or and Teilor pursuing rapid expansion plans.
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This industry report originates from Passport, our Jewellery market research database.