This presentation, given on July 3, 2015 by Premanjali Gupta at Singapore International Jewelry Expo examines how global jewellery players are increasingly leveraging social media to engage young and digitally-savvy new age shoppers both in emerging markets and the developed world.

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JEWELLERY PLAYERS LEVERAGING ON THE DIGITAL ERA
BY:
PREMANJALI GUPTA
LUXURY, RETAIL & FASHION SPECIALIST,
EUROMONITOR INTERNATIONAL

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3. • Market Potential and
Competitive Profiling
• E-Commerce, Social and
Other Digital outlook for
Jewelers
• The Road ahead

4. APAC jewellery is fastest growing region in the
world….

5. APAC jewellery is fastest growing region in the
world….

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Chinese gifting culture and growing middle class driving
luxury jewellery sales in Asia
MARKET POTENTIAL AND COMPETITIVE PROFILING
US$11
bn, 2014
China
Growing
Middle
Class

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The “new” modern China is more reserved in its luxury
spending than the “old” one
MARKET POTENTIAL AND COMPETITIVE PROFILING
Discreet and logo-free luxury goods are in
Showy and logo-heavy luxury goods are out

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Annual disposable
income more than
doubled in Asia Pacific
over 2005-2014.
Initially, demand was
more about “bling”
than sophistication,
but that changed as
consumers became
more discerning and
brand savvy.
The rise of a powerful middle class with sophisticated
demands
MARKET POTENTIAL AND COMPETITIVE PROFILING
In China, middle class households
now account for a quarter of the
total population, and there are 126
million people in social class A.
Growth in disposable
income in Asia Pacific
was unrivalled globally
over the last decade.

9. • Market Potential and
Competitive Profiling
• E-Commerce, Social and
Other Digital outlook for
Jewelers
• The Road ahead

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From e-Commerce to s-Commerce; Digitalisation has changed
the way we do business
E-COMMERCE, SOCIAL & OTHER DIGITAL STRATEGIES FOR JEWELLERY PLAYERS

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2014 Adoption in Asia
1.2bn internet users
3.7bnphone
subscriptions
25%mobile internet
subscription
0% 50% 100%
Thailand
Malaysia
Philippines
Japan
Indonesia
India
Share of Smartphone Sales in
Mobile Phones
2008 2013 2018
Rising ownership of iPads, Smartphones, and other internet-
enabled mobile devices, especially among people aged 20-35
years, will empower the internet further.
E-COMMERCE, SOCIAL & OTHER DIGITAL STRATEGIES FOR JEWELLERY PLAYERS

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Augmented reality, online apps, and other digital innovations
E-COMMERCE, SOCIAL & OTHER DIGITAL STRATEGIES FOR JEWELLERY PLAYERS

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Smart Jewellery is coming…
E-COMMERCE, SOCIAL & OTHER DIGITAL STRATEGIES FOR JEWELLERY PLAYERS
Cuff
USP: Available as
wristwear and neckwear;
inexpensive; can be used
for emergency alerts.
Price: Starts at US$49
Weaknesses: Limited
compatibility with
smartphone applications;
low price might drive
away real jewellery
consumer base.
Ringly
USP: Gold-plated ring
that vibrates and blinks
with both iOS and
Android notifications.
Price: Starts at US$195
Weaknesses: Product
range limited by jewellery
type and in terms of
compatibility with
smartphone applications;
limited retail availability.
Ralph Lauren, Montblanc and Swarovski have shown active interest in
wearables and launched their versions of smart apparel and accessories in
2015
Intel MICA
USP: Expertise of Intel and
renowned designers;
touchscreen display along
with stand-alone 3G;
unique materials.
Price: Around US$1,000
Weaknesses: Expensive and
limited retail reach
(Barneys New York and
Opening Ceremony outlets).
Source: https://ringly.com Source: www.intel.com Source: https://cuff.io

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Facebook and Twitter sees maximum amount of jewellery
brand presence
E-COMMERCE, SOCIAL & OTHER DIGITAL STRATEGIES FOR JEWELLERY PLAYERS
 The widespread use of social media is a
way for luxury brands to get closer to
consumers.
 Facebook already has more than 400
million monthly active users in Asia
Pacific, and the region accounts for
around a third of the world’s Twitter
users.

15. • Market Potential and
Competitive Profiling
• E-Commerce, Social and
Other Digital outlook for
Jewelers
• The Road ahead

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Asia Pacific will continue to be a global
powerhouse for the luxury jewellery industry, with
growth stabilising at around 5.4% a year (2014-2019).
Western luxury brands will face tougher competition
from local rivals, and will increasingly need to tailor
their products to regional traits and tastes.
India will be a focus of some of the most ambitious
investment, but Western brands will be wary of
potential headwinds there too.
Globally, there will be a renewed focus on the West.
Also, a potential credit dry out could result in
dampening luxury spending in Asia.
Increase in social media involvement and digital
innovation amongst jewellery brands; driven by
increased smartphone penetration amongst affluent
consumers, looking for time-saving luxurious
experiences.
Summary: Moderate growth in future, and more cautious
investment, amongst jewellery players in the APAC region
THE ROAD AHEAD

17. THANK YOU FOR YOUR TIME
Premanjali Gupta (Naina)
Phone: +65 6429 0590 ext.: 6597
Email: premanjali.gupta@euromonitor.com.sg
THANK YOU FOR YOUR TIME!
CONTACT:
PREMANJALI GUPTA (NAINA)
PREMANJALI.GUPTA@EUROMONITOR.COM.SG