WHY IS JEWELLERY PURCHASED?Jewellery is about relationships; relationships with spouses, new loves, family, friends and ourselves. The jewellery we wear speaks volumes about who we are. Men and women alike, love talking about their jewellery, as it communicates something about who they are and what is important to them. Sometimes what is communicated is "I spent a lot of money," or "I have fabulous taste." But how does the consumer decide just what kind of piece to buy when there are so many options available?
WHO PURCHASES JEWELLERY?
Jewellery is a often a luxury purchase made to celebrate a special occasion. Marketing men's jewellery to men, has many similarities as well as many differences to marketing women's jewellery. While men are a very important consumer group in the jewellery business, they are often viewed solely as purchasing expensive women's jewellery. This trend began to change in in the last few years, as more men are now purchasing pieces for themselves, using the expertise and information gained from shopping for women's pieces. [1]
HOW TO CAPTURE THE TARGET CUSTOMER
To capitalize on the growth of the male self purchase, here are 10 steps to effective marketing to today's man:
- Men are in a state of transition - at home, at work, and at play.
- Men are under more scrutiny and pressure than ever before.
- Men are still men.
- Men don't feminize male brands
- Don't mistake a fad for a trend.
- Don't get mired in a "classic" male past.
- Don't be one Dimensional.
- Facilitate men's quest for the new versatility.
- Appearance matters more than ever.
- Remember: marketing terms are ephemeral; men's development is evolutionary.[2]
WHY MARKET TO MEN?
The men's jewellery market has doubled from 2004 to a six billion dollar industry worldwide, now holding more than a twelve percent share of the industry. To any stakeholders of the jewellery industry, these are numbers that can no longer be ignored. The traditional jewellery retailer suffered greatly after the millennium, which reinforced the technological advances of previous decades, and brought a mass amount of on-line and discount retailers. Currently, speciality jewellers have re-gained a full fifty percent share of the jewellery market. This strength combined with the increase in the demand for higher-quality merchandise, fashion-forward designs, service and and expertise, has made men a much more valuable customer than ever before. [1]
