Some time ago, Ken Gassman, an IndexOnline analyst, called jewelers’ attention to the necessity of appealing to the female part of consumers, namely to young well-off working women keeping up with the fashions, who have money and are eager to buy jewelry.
Exactly the same kind of advice was given to the participants of the JCK Las Vegas Show by popular American actress and entrepreneur Suzanne Somers.
Virtually unknown in Russia (Russian viewership could watch her only in cameo featuring in the “Serial Mom” film), Somers is one of the most celebrated personalities in America making headway in the course of three decades in many fields: as an actress and singer, a New York Times columnist, a businesswoman and a jewelry designer. Her jewelry collection is one of the bestsellers on the Home Shopping Network.
“Don’t direct your women’s jewelry ads at men anymore,” she advised. “They only buy jewelry anyway at Christmas or an anniversary or birthday—and not always what the woman wants. Redirect your advertising to women. We work hard, we earn our own money. Give women permission to treat ourselves and get what we want.”
At the same time, the Japanese press sees the reasons for decreased turnover in the luxury segment in Japan primarily in reduced demand on the part of working women and the “new rich.” Thus, Mikimoto’s representative points out that housewives and 30-40-year-old working women having sufficient income start to refrain from purchasing commodities belonging to luxury brands since they were imparted a sense of currently adverse situation in the society.
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