Self Purchasing Female Fine Jewelry Market Growing Strong
17 May 2017
Methodology
MVI Marketing LLC (MVI) conducted this research online with 1056 USA female consumers who have purchased fine jewelry within the past 12 months. The study deployment dates were 1-5 May 2017.
Key Findings
- Strong emotional bond continues with fine jewelry wearing
- Over 67% said wearing fine jewelry makes them feel "Special"
- High recidivism rate
- 91.5% said they want to purchase more
- Specialty fine jewelry retailers lagging this consumer segment
- Self Purchasing Females, particularly younger women, don't see variety, color or warm environments in fine jewelry stores
- Many ask "Are there any young women working in these stores?"
- 59% said "Just Because" when asked what occasion prompted their purchase
Why don't you like shopping in traditional fine jewelry stores? (Top Open Ended Responses)
- Too many men
- For what?
- Paranoia
- Don't want to get ripped off
- Can't try on anything comfortably
- No style no fashion
- Every store looks the same
- They're not talking to me
- It's all so white, I need color to accessorize
Self Purchasing Females Comparative Insights from Prior MVI Research Reports
MVI Self Purchasing Female Consumer Market Research 2013
Self Purchasing Females
- Rarely seen in fine jewelry stores
- Why underserved? An industry dominated by men selling a product to and for women
- Women care much more about fashion and style than gemlogy
Accessorizing as Sport
Women on average bought four pairs of shoes a year - with 13 percent admitting to hiding a purchase from their partner.
"I need color in my jewelry to go with my outfits. It can't all be white diamonds."
About MVI
MVI‘s Luxury Consumer Research is the industry standard for detailing, defining and analyzing consumer preferences and likely behaviors. With over 30 years of experience and leadership, MVI has perfected a unique predictive modeling protocol, allowing our clients to learn what will sell thru, with which consumers, for what price, and where. Predictive Modeling of likely consumer behaviors is critical in today’s competitive marketplace, where the cost of raw materials continues to rise, and sell thru at retail is the only metric that counts. In addition to product research with target consumers, MVI‘s Luxury Consumer Research is the perfect vehicle for testing brand awareness, equity and leverage opportunities.
MVI’s clients include multi-national conglomerates, manufacturers, retailers, trade associations, financial institutions and sovereign nations.
For additional information contact Marty Hurwitz Marty@MVIMarketing.com
