Picture source: Intrigue
According to fashion industry media Glossy, in the past three months, the integrated e-commerce platform Lyst has sold thousands of Sophie Bille Brahe rings. This ring is priced at 4,522 US dollars, but it did not hinder its popularity.
And, unlike in the past, most of the women who bought this ring were female customers. Their purchase motives were all without exception and they were intended to please themselves.
Sarah Tanner, director of public relations at Lyst, was surprised to get feedback from the market. She couldn't believe that consumer behavior had such a big bias. "This big sales are for myself, either offline or online. If you dig a little deeper, you will find that 85% of the company's income is directly contributed by women.
Unlike the past that relied on the wedding market, the jewellery business is undergoing dramatic changes, and women have begun to purchase large amounts of jewelry for themselves. Over the past few years, expensive jewellery has been paid for by men. High sales often take place on festive days such as Valentine's Day. This means that both brands and markets have to target marketing strategies to male guests rather than women.
However, the data shows that today's large sales are no longer paid by men. Women can spend thousands of dollars at a jeweler at a time, and they have a great need for the wearing style of special scenes. The money will not hurt their income.
Experts believe that feminism is the dominant market trend in the future and will subvert the existing jewelry market. It is no longer put together with chocolate and roses and becomes a prop for romantic love.
This psychological motivation promotes the transformation of the jewelry market. As women become the main consumers of consumption, their pursuit of trend and change of personality also allows brands to step up product renewal efforts. More and more women wear different jewelry every season.
However, they have little interest in emerging brands. Data company Captify found that the top five brands for female consumer searches are still Tiffany, Cartier, Movado, Piaget and Bvlgari.
Since it is for self-purchase, the buying channel is not necessarily confined to a conspicuous scene, which underpins the development of jewelry e-commerce. As a result, brands have to step up their digital transformation. Between 2015 and 2016, Lyst’s jewelry sales increased by 122%. Compared with August of this year, the sales of single-month sales increased by 178%.
In addition, jewellery brands have had to work hard to find the portrait features of female customers, and men are forgotten by them. In today’s jewellery advertisements, you rarely see love themes anymore. More often than not, they are independent women’s life scenes. They travel, work, and meet friends. In any case, they are confident, sunny, and jewel-like. .
A market research company, Cassandra, has provided guidance for these brands, thinking that they can look for women between the ages of 19 and 35. They are the main force in purchasing jewelry, accounting for 47% of the total. And for this group of people, jewelry is the symbol of their independence - for this reason, the jewelry brand marketing strategy can hit this point, and often have a high bid rate.
This trend also has its clues in China. In the drama "My First Half," which was broadcast a lot in the past, the small gourd earrings worn by Tang Jing, the representative of an independent woman, attracted countless users. The brand is Qeelin, and the price is about 18,000, which is definitely not cheap. However, its charm is beyond the simplicity of shaping the United States and has become the endorsement of modern women's spirit.
If you look closely at Tang Jing's accessories, you will find Tiffany's silver bracelets, earrings, and necklaces are also quite a few.
However, we still find it difficult to equate feminism with this. From the point of view of Tang Jing-style accessories, the rise of women’s consciousness in the present is still exquisitely oriented. It is cautious, unassuming, not excessive, and not aggressive, and it is far from a Victorian jewelry style a century ago.
The Victorian period was a time when jewelry feminism was prevalent. During that time, women wore amethyst, white pearls, and green agate. The colors of the jewels were colorful and shaped. They could even be shaped into the uterus or ovaries. Eagles and snakes that symbolize power are also the most common design inspirations. After studying different national conditions and cultural backgrounds, I'm afraid that Chinese women's consciousness is trying to reach that level, and it will take time.