市場調査報告書：ジュエリー：米国

Abstract

The jewelry sector spans everything from inexpensive costume pieces for everyday wear, to special items such as engagement rings and watches designed to commemorate special occasions, to investment level pieces priced and sold like fine art. This report summarizes market size and key product and growth trends for the jewelry sector, based on industry research as well as Mintel' s proprietary consumer research. Analysis provided in this report include:

Market size figures from 2002-07, both overall and by product segment, as well as projected growth of the sector through 2012.
The impact that a difficult economy and record-high prices for precious metals will have on this highly discretionary product sector, including the importance of high net worth consumers.
Trends and changes in how jewelry is sold, including a detailed breakdown of sales by retail channel. Additional issues discussed include the growing importance of online selling, new emphasis on branded designer products as compared to unbranded/store brand products, and new approaches on merchandising jewelry in retail stores.
Product developments and customer preferences, including new interest in silver and semi-precious stone jewelry as well as detailed data by demographic on types and materials of jewelry purchased.
Factors motivating consumer purchase behavior, including whether jewelry is bought for oneself, for a gift, or for a wedding or other occasion; key factors considered when buying a piece of jewelry; and general attitudes towards shopping for and buying jewelry.
Whenever possible, this report provides predictions on how specific developments and trends will impact future growth of the jewelry sector and also provides suggestions on strategies jewelry companies can adopt to remain successful during a challenging economy.

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Executive Summary

Overview

A market in decline

Jewelry stores remain the primary channel

Multi-tiered marketing strategies

Diverging purchase behavior and tastes

Market Size and Forecast

Future growth likely to be tempered by weak economy

Less for more

Race to the top

Figure 1: Total U.S. sales and forecast of jewelry, at current prices, 2002-12
Figure 2: Total U.S. sales and forecast of jewelry, at inflation-adjusted prices, 2002-12

Competitive Context

Redefining value

It' s all about accessorizing

A new global marketplace

Figure 3: Global and U.S. revenue for leading luxury brands, 2006

Preserving their independents

Segment Performance--Overview

Market focus shifts to high end products

Pinched in the hourglass

The most bang for the buck

U.S. sales and forecast of jewelry

Figure 4: U.S. sales and forecast of jewelry, at current prices, by segment, 2002-12
Figure 5: U.S. sales of jewelry, by segment, 2005 and 2007

Segment Performance--Gemstone Jewelry

Gemstones continue growth, despite poor economy

Diamonds are forever, but colored stones are for fun

U.S. sales and forecast of gemstone jewelry

Figure 6: U.S. sales and forecast of gemstone jewelry, 2002-12

Segment Performance--Costume Jewelry

Costume sales struggle, future area for potential growth

Fashion' s victim

Short-term impact from lead scandal

U.S. sales and forecast of costume jewelry

Figure 7: U.S. sales and forecast of costume jewelry, 2002-12

Segment Performance--Karat Gold Jewelry

High cost hurts karat gold segment

Gold prices hit the ceiling

U.S. sales and forecast of karat gold jewelry

Figure 8: U.S. sales and forecast of karat gold jewelry, 2002-12

Segment Performance--Watches

Watches enjoy steady growth

The sky' s the limit

Creating a watch wardrobe

U.S. sales and forecast of watches

Figure 9: U.S. sales and forecast of watches, 2002-12

Segment Performance--Other Jewelry

Interest in alternative metals drives "other" jewelry sales

Silver is no longer second best

Palladium gains in popularity

U.S. sales and forecast of other jewelry

Figure 10: U.S. sales and forecast of other jewelry, 2002-12

Retail Channels--Overview

Key points

HNW audience, gift buyers maintain jewelry stores

Sales of jewelry by retail channel

Figure 11: U.S. sales of jewelry, by retail channel, 2005 and 2007

Retail channel choices shift by demographic

Figure 12: Retail channels through which jewelry is purchased, by gender, age and household income, November 2007

Retail Channels--Jewelry Stores

Key points

Both sides of the hourglass

New strategies for new competition

Sales of jewelry at jewelry stores

Figure 13: U.S. sales of jewelry at jewelry stores, 2002-07

Retail Channels--Department and Clothing Stores

Key points

Department stores in the decline

Figure 14: Shopping behavior at leading department stores, 2007

Sales of jewelry at department stores

Figure 15: U.S. sales of jewelry at department stores, 2002-07

Sales of jewelry at clothing stores

Figure 16: U.S. sales of jewelry at clothing stores, 2002-07

Retail Channels--Discounters and Mass Merchandisers

Key points

A season for savings

Figure 17: Shopping behavior at leading discount stores, 2007

Sales of jewelry at discounters and mass merchandisers

Figure 18: U.S. sales of jewelry at discounters and mass merchandisers, 2002-07

Retail Channels--Non-Store and Other Retailers

Key points

Going wide on the Web

A starring role for TV

Sales of jewelry at non-store and other outlets

Figure 19: U.S. sales of jewelry at non-store outlets, 2002-07
Figure 20: U.S. sales of jewelry at other stores, 2002-07

Market Drivers

An economy in decline

Figure 21: Consumer sentiment index, 2001-07

Skyrocketing prices for raw materials

Figure 22: Average annual London fixed prices for precious metals, 2002-08

HNWIs and the "hourglass effect"

Figure 23: Number and assets of individuals with household assets of $1m or more, 2002-06

Declining marriage rates

Figure 24: Number of marriages in the U.S., 2002-06

Leading Companies

Key points

Overview

Future growth opportunities and trends

Figure 25: Sales of leading jewelry companies, 2005 and 2006
Figure 26: Luxury jewelry and watch brands owned, by gender, age and household income, November 2007

Brand Qualities

Cartier

H. Stern

Tiffany & Co.

Zales

Innovation and Innovators

David Yurman

Subversive Jewelry

FemmeGems

Advertising and Promotion

Overview

Figure 27: Advertising spending by leading jewelry and watch retailers, 2005 and 2006

Advertising strategies

Television advertising

A Diamond is Forever/De Beers

Figure 28: Diamond is Forever Journey Necklace TV ad, 2007

Helzberg

Figure 29: Helzberg Diamonds TV ad, 2007

Macy' s

Figure 30: Macy' s Jewelry TV ad, 2007

Rolex

Figure 31: Rolex Watch TV ad, 2007

Zales

Figure 32: Zales TV ad, 2007

Items of Jewelry Purchased

Fine jewelry purchased

Figure 33: Mean number of items of fine jewelry purchased in past 12 months, by reason for purchase, by gender, age, household income and race/ethnicity, March 2008

Watches purchased

Figure 34: Mean number of watches purchased in the past 12 months, by reason for purchase, by gender, age, household income and race/ethnicity, March 2008

Jewelry Purchases

Types of jewelry purchased

Figure 35: Types of jewelry purchased in past 12 months, by gender, March 2008
Figure 36: Types of jewelry purchased in past 12 months, by age, March 2008

Earrings

Figure 37: Types of earrings purchased in the past 12 months, by gender, March 2008

Necklaces

Figure 38: Types of necklaces purchased in the past 12 months, by gender, March 2008

Bracelets

Figure 39: Types of bracelets purchased in the past 12 months, by gender, March 2008

Rings

Figure 40: Types of rings purchased in the past 12 months, by gender, March 2008

Buying Behavior

Retail channels most frequently used for jewelry purchase

Figure 41: Channels through which jewelry is purchased most often, by gender, March 2008
Figure 42: Channels through which jewelry is purchased most often, by age, March 2008
Figure 43: Channels through which jewelry is purchased most often, by household income, March 2008

Factors influencing jewelry purchase

Figure 44: Factors influencing jewelry purchase, by gender, March 2008
Figure 45: Factors influencing jewelry purchase, by age, March 2008
Figure 46: Factors influencing jewelry purchase, by household income, March 2008

Attitudes and Motivations

Attitudes towards buying jewelry

Figure 47: Attitudes towards buying jewelry, by gender, March 2008
Figure 48: Attitudes towards buying jewelry, by household income, March 2008

Reasons for jewelry purchase

Figure 49: Reasons for jewelry purchases, by gender, March 2008

Satisfaction with jewelry purchase

Figure 50: Levels of satisfaction with jewelry purchase, by gender, age, household income and race/ethnicity, March 2008

Wedding Jewelry

Figure 51: Types of wedding jewelry purchased, March 2008

Appendix: Other Useful Consumer Tables

Separate jewelry item purchases for self and for others

Figure 63: Items of jewelry purchased for self in the past 12 months, by gender and age, March 2008
Figure 64: Items of jewelry purchased for someone else in the past 12 months, by gender and age, March 2008

The impact of household income on types of jewelry purchased

Figure 65: Types of jewelry purchased, by household income, March 2008

Attitudes towards buying jewelry by respondent age

Figure 66: Attitudes towards buying jewelry, by age, March 2008

Appendix: Trade Associations

米国におけるジュエリー市場

Jewelry - US - May 2008

Abstract

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