To cultivate a strong brand image, jewelers must pay attention to the visuals of the store experience from start to finish.
That includes the display accessories used to first present the jewelry, and the boxes that offer a final impression as the customer exits the store. The recession has retailers scrutinizing their budgets, line by line, including the expenses for packaging and display. The theme: they want the best quality goods for less.
Design Trends
In packaging, textured leathers and larger jewelry cases that can be promoted at point of sale are gaining interest, says Wolf Designs' Simon Wolf. Neutrals, such as ivory, cream and chocolate, tend to dominate both packaging and displays, but distinct pieces in bright pops of color are options too. Larry Johnson of Pacific Northern says customers are moving away from all-leatherette displays in favor of combos, such as leatherette accented with suede inserts, and that rich cappuccino or fawn hues are bumping aside chocolate hues.
Price Points
To cut down on excess product and save money, Johnson recommends that retailers detail their specific needs and look for good deals. With major chains shuttering stores over the last year, new and gently used displays are available at discounts. Another cost-saving option is leased display programs, like one offered by Pacific Northern.
Supply Issues
With customization programs proliferating on the market, it's easier than ever for retailers to find their choice of materials and colors. One supply concern manufacturers have mentioned, however, lies in whether manufacturing is done overseas or domestically. U.S. companies are able to do a quicker turnaround on orders, says Berj Alexanian of Alex Velvet Displays. Meanwhile, Wolf says the types of problems slowing overseas production have been workforce-related, such as acquiring training for factory workers.
Environmental Issues
The recession's negative impact on cash flows over the last year has led to a decline in interest in green products, which tend to be pricier, but customer awareness remains, manufacturers say. Offerings in packaging include recycled papers and biodegradable products.
This story first appeared in the January 2009 print edition of National Jeweler. |
