Category Overview

Fashion Jewellery

COSTUME JEWELLERY

IS FOREVER

FASHIONABLE

Fashion Jewellery

Product Categories

• Earring

• Necklace

• Anklet

• Rings

• Pendant & Chains

• Hair Pins

• Brooch

• Bangles & Bracelets

• Toe Rings

Type of Jewellery

• Handmade-Jute,Tribal

• Stone

• Imitation

• Metal

• Pearl

• Leather

• Silver

Top Brands

• Accesorize

• Aldo

• Guess

• BG’s

• Swarovski

Traditional to contemporary look

Gold prices are rising day by day

Exclusive design comes at an additional cost

Safety is the key concern

Significant resale value

Its like an investment- need to invest both time

and money to indulge in Gold or Diamond

purchase

Keeps pace with changing trend, season to

season,

Cost Effective

Available in different colors, cut, style,

patterns to match your mood with wide range

of products to suit every wallet size

Completely safe to wear

No resale value

Impulse Purchase

Fashion Jewellery Vs Real(Gold/Diamond)

Fashion Jewellery Gold/Diamond

When it comes to fashion jewellery, no two countries follow the same fashion.

In India for example, the style, designs and making differs from North to South, and East to West.

Likewise across continents,while Europe has a penchant of delicate jewellery with an inclination towards

crystals and diamante, Russians still love their

semi-precious stones on gold plated jewellery.

Similarly, in China and Japan, the use of traditional motifs is higher than in Thailand.

However, what binds all the countries is a similar liking for gold-like shine in their jewellery, with a better

finesse and design

Changing trends – converge to the original

India is the world’s second-largest manufacturer of imitation jewellery after China.

Indian imitation jewellery enjoys a huge demand and has potential for growth in markets such as the

US, UK, Europe, Canada, Australia and many Asian countries.

The availability of skilled artisans at low cost as also that of base metals, faux gems and stones has

encouraged the sector’s growth in India

Rajasthan, Uttar Pradesh, West Bengal, Bihar and Madhya Pradesh are some of the important states

known for such products

Indian Market for imitation

Types of Jewellery

Enamel Jewellery

Plastic Jewellery

Oxidised Jewellery:

Glass Jewellery

Beaded Jewellery

Leather Jewellery

Kundan JewelleryPolki Jewellery

Fashion Jewellery Market Size

Market Size: Rs 7000-8000 Cr

Expected CAGR: 15-20%

Estimated Size for 2013-14: 11000 Cr

Rural: Urban: 40:60

Source: Hindu Business Line

Brand Segmentation

Luxury

Premium

Mass

Branded

Designer

Guess, Swarovski,

Aldo, Nine-West, Kazo, Bg’s, Accesorize

Bombay Electric

Local Street Stuff and available on various websites

Much More

Affordability factor: With soaring gold and diamond prices, it is more affordable and convenient to embrace artificial jewellery. Moreover the costume jewellery items are not less beautiful or exquisite than the traditional real jewellery.

Consumer preferences: The changing outlook of people regarding jewellery as a daily wear commodity rather than an asset for life has made imitation jewellery more popular.

Variety: Due to affordable range of the artificial jewellery, it is much easier to make a collection for regular as well as formal occasions. Generally working women prefer to change their jewllery(earrings, neck-pieces, rings etc) according to their dresses.

Security purpose: Imitation jewellery is safer to wear as compared to the authentic jewellery. In the present day when theft and crime is increasing in society, customers feel more secure wearing fake jewellery.

Emergence of organised players: People, especially women have adopted better standards of grooming after being influenced by daily soaps. They ape the jewellery and the costumes which are worn by the television stars. Moreover with the rise in standard of living and disposable income customers undoubtedly prefer to go in for branded products.

Excellent innovative designs: Imitation jewellery comes with unlimited and exquisite designs which can be easily purchased.

Good value for money: Traditional jewellery cannot be changed according to latest fashion. However imitation jewellery can be worn and discarded according to latest trends due to their low cost benefit.

Lack of gender bias: In the past jewellery was exclusively for the fairesr sex but in the recent times men have also initiated an interest in adorning themselves with this. One can easily come across specially designed fashion jewellery like bracelets, rings, chains, pendants, earrings for the male gender also.

Factors influencing growth in the category

Couples' jewellery pieces that can be worn by a man, as well as a woman

Brands are widening the category with multiple product offerings like brooch,

cufflinks, watches, hair-bands, Smartphone covers, glares etc

Innovation is the buzz word

Unique Collection(Turquoise Collection, Maharaja Collection, Floral Collection)

fascinates consumer

Jewellery Boutiques

Exhibitions/Fashion Shows

Emerging Trends in India

TARGET GROUP

Consumer ProfileButterflies Age Group 15-24

Life-stage: College Going

Preferred Jewellery type: Funky Colorful, trendy and low

cost

Media Touch-points: College Campus, Movie theatre,

local shopping street, window shopping at Malls

Elegant Diva:-Age Group 25-40

Life-stage: Working, Mother, Married, Single

High disposable Income

Preferred Jewellery type: Subtle, Finesse, branded,

office wear & Party wear

Media Touch-points: Corporate Hubs,Malls,

Boutiques, Online,

Wedding (Party & Bridal Wear)

Clubs & Discotheques

Festival Wear

Kitty Parties

Travel

Conference

Office get tog ethers

Suitable Occasion for Fashion jewellery

Fashion Jewellery Market

Consumer Touch Points

Street Shop Retail Online

Local shops in markets like

Lajpat Nagar, Janpath,

Paharganj, Fashion Street

Dedicated fashion jewellery

retails outlets:

Much More

Accesorize

Bg’s

Sia

& Jewellery segment in

clothing and departmental

stores like:

Shopper’s Stop

Pantaloons

Lifestyle

Globus

Similar model as retail

Fashion jewellery is available

at most of the fashion &

lifestyle web portals, social

networking sites (FB) and on

exclusive jewellery websites

like:-

Juvalia.in

Mirraw.com

9rasa.com

Cilory.in

Rentjewels.com

Voylla.com

Junk @ Facebook

Craftsvilla.com

COMMUNICATION & CASE STUDY

Bg’s

• Media Objective: Drives Sales

• Mostly did announcement ads to drive footfalls into the

showroom

• Seasonal advertising

• Different tagline in different type ads

• Tonality-Subtle Glamorous

Swarovski• Tonality:Premium, Elegant with

international look

• Clutter free messaging

• Clear showroom details

• Exclusive look and feel

• Forayed into glares & perfumes to widen

consumer base

Much More

• Showroon details

• Jazzy, traditional Indian look

PRICING & PACKAGING

Pricing

Pricing varies in fashion jewellery segment from Rs 15-30,000

Rs 15 Rs 100 Rs 500 Rs 1000 Rs 2500 Rs 5000 Rs 10000+

Swarovski

Bombay ElectricLocal Street Stuff

Aldo Accessorize GuessUnbranded

Metal alloy

Bg’s Bg’s

Kazo

Price Range

50-200 Plastic Beads +Metal Wire Silver Plated Components Glass Crystal Oxidised metal Wooden with Handwork

200-500 Brass Polki Earrings

500-1500 Pachi Work Rhinestones

1500-2500 Pearl Necklace Sets Rhinestones Kundan Earrings

2500-5000 Zircons Semi Precious Stones Copper,Yarn(Neckpiece)

10000+ Pure Silver(Bridal Wear)

Pearl Earrings + Rings

Material

Packaging

Thanks