Editor’s Note
**Editor’s Note:** As consumer confidence wavers and spending shifts toward high-end goods and other categories, the costume jewelry sector faces a cautious outlook for late 2024. This article examines how Agete is navigating the trend by targeting key sales months.
Publication date: October 25, 2024
Sector: Personal, Home, Sports and Leisure
In 2023, sales in the costume jewelry sector were mixed, with consumers leaning towards very high-end items or other sectors such as electronics and cosmetics. Some market observatories therefore predict a rather mixed end of the year in terms of sales, also noting a decline in consumer confidence due to fluctuations in selling prices.
Agete (https://agete.com) is focusing on sales in October and November, which are always important, and not expecting too much from December sales. The number of customers should be similar to last year, with a slight difference in trends, notably more voluminous rings. Agete plans to put rings on sale, available only to customers who have made a purchase.
The new collection from Vendôme Aoyama (https://vendome.jp/aoyama) is in platinum, 18-carat gold and diamonds. December sales are expected to increase by 8%. As the brand has raised its prices twice this year, the average consumer basket should increase by about 10%. However, the number of customers is not expected to increase, mainly due to the overall price increase and the diversification of year-end gifts.
Festaria (https://onlineshop.festaria.jp) is focusing on items between 50,000 and 100,000 JPY, to match the purchasing trends of its mature clientele, and also to be in the segment of anniversary gifts. December sales should remain stable, and the brand should gain new customers, notably thanks to a new digital strategy.
Pontevecchio’s (www.pontevecchio.jp) objective is to retain its clientele with items intended for gifting, priced between 50,000 and 100,000 JPY, and on private demand with higher-end items between 100,000 and 200,000 JPY.
Other brands like 4°C (www.fdcp.co.jp) or Star Jewelry (www.star-jewelry.com) are focusing on offering jewelry for sale exclusively to their club members, with the aim of retaining customers.
Article from September 24, 2024, Senken Journal