WATCHES & JEWELLERY


Jewellery and watches responds to shifting DF&TR trends cycle


Pricing, passenger traffic and retailer demands continue to have a marked influence on jewellery and watch trends within DF&TR. Jessica Mason discovers how certain brands are thriving on the global stage amid an ever-changing backdrop.


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ales of jewellery and watches within global travel retail are not immune to the effects of


economic and political instability. “The CAGR for luxury jewellery


and timepieces in Western Europe is expected to slow down to 1% in value over 2014-2019,” comments Euromonitor International Research Analyst Karla Rendle. “Threats to the economic climate


in China and Hong Kong and political instability in Russia, as well as the clampdown on corporate gifting in China, all pose serious concerns to sales.” Exterior pressures in the marketplace have an impact, with the category


“Threats to the economic climate in China and Hong Kong and political instability in Russia, as well as the clampdown on corporate gifting in China, all pose serious concerns to sales.”


Karla Rendle, Research Analyst, Euromonitor International


42 TRBUSINESS


reacting in different ways to meet the challenges it encounters, as Clogau International Customer Service Manager Aran Turner explains. “Over the past few years stats have


been published indicating jewellery sales are down in TR, which coincides with some brands scaling back their travel retail operations and an influx of plated fashion jewellery brands looking to fill the gaps.” However, despite the tailwinds,


the category continues to evolve to suit the needs of consumers, brand owners and retailers in equal measure. Finding new ways to adapt to market pressures has become the norm for many companies, but with the need to scale back – new trends are created. The costume jewellery segment in particular has flourished. “Although the jewellery landscape


has traditionally been dominated by real jewellery, costume jewellery is expected to grow at a rate almost on a par with real jewellery over 2014-2019,” says Rendle. “This is likely to result in several local and


international luxury brands in real jewellery experimenting with the costume segment.”


Fashion factor As costume jewellery and affordable lines continue to thrive, it is interesting to see how consumers have embraced the trend, subverting it to make adaptable and accessibly- priced jewellery a lifestyle choice that suits travellers. “I think we live in a society that


likes to purchase for themselves and when they want to – impulse purchase,” comments Kurate International Key Account Manager Claire O’Donnell. “Long gone are the days of


owning one watch, or minimal jewellery, now we collect these items and will change them like we change clothes.” Hitting the sweet spot in terms of


price has become a savvy business move, but jewellery and watch company owners must remain vigilant and make sure they do not alienate their core audience.


APRIL 2018


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