Male Jewelry Sales Growth

The website today published an article saying that after the recession cycle, male consumers in the United States have started shopping again, and the retailer is pleased that male consumers not only buy clothes, but also buy jewelry that women only buy before. The article also pointed out that the rebound in the shopping industry also reflects the improvement of male employment prospects. In the recession cycle, male workers suffer more than women. The following is the full text of this article.

The male shopper had "disappeared" to a large extent at the beginning of the recession, but now he is shopping again. To the delight of the retailer, he not only bought formal clothes and shirts, but also bought things that only women could buy in the past many years, that is, accessories.

Bracelet, leather bag, hat, umbrella. Male consumers are buying a lot of jewelry, so that some prediction scientists predict that in the first three months of this year, the growth of men's clothing and accessories sales will reach the highest level in 20 years.

"At a harder time, that guy has disappeared for a while." Nord Whitman, David Witman, MD Manager of men's wear department, said.

In order to make traditional women Ornaments Attractive to male customers, some designers are giving them masculine names and styles. In fact, it should not be called bracelet, but it should be called wristwear.

"These accessories are not like you borrowed from your girlfriend." Nicholas, 24, said Nicolas Travis, a business school student, runs a blog called Style Flavors. What he said was his favorite masculine ornament. "The brighter it is, the more feminine it looks."

The return of male shoppers may have a wide impact on the economy. According to the analysis of retail business data from IBM global business services, retail sales fell sharply during the recession, of which men's clothing sales in 2009 were nearly double that of women's clothing sales.

Female shoppers had already started shopping again, which played a role in promoting the recovery process. But before last year, men had been postponing the purchase of clothing and accessories. It is expected that last year Male Sales of clothing increased by more than 8%, exceeding the sales of women's clothing.

According to data released by market research firm NPD Group, sales of men's accessories increased by 14% to around $6 billion in 2011, suggesting that male consumer spending in this area is driving male jewelry industry to grow.

"After going out of the recession cycle, men are finally starting to spend." Sax Janis, director of fashion department at Saks Fifth Avenue, said Eric, Janis (Eric Jennings). "If they learned one thing from the recession, it would be that they seemed to be slovenly and would not help them to keep their jobs, get promoted or win new jobs. I think they will take their appearance more seriously. "

The rebound in the shopping industry also reflects the improvement of male employment prospects. Male workers suffered a disproportionate blow in the recession cycle. When the economy began to recover in June 2009, the gap between the unemployment rate of men and women has reached a record level. It was not until last month that the unemployment rate for men and women reached the same level.

In this month's fashion week in New York, male models walk on the T stage. They wear scarves, belts, decorative scarves and fur necklaces, hats and handbags, feather necklaces and metal cuffs.

Jewelry designers and fashion executives say this trend is mainly from Italy and Japan, where men will not care about silk scarves or bracelets and berets. Because of the increasing number of street style blogs, young men can quickly follow the trend of fashion outside Shanghai. Janis of Sax's Fifth Avenue also pointed out that TV dramas like the Empire of the Atlantic also had a great impact. These dramas concentrated the cool protagonists wearing plumes.

"In the past, wearing an epithelial jacket and jeans was a form of rebellion." "Now, marginal people like to wear suits, decorative scarves and tie clips," he said.

He added: "men are becoming more confident when they try to realize that they do have more choices, which can be seen in figures. Sales figures are showing this."

For example, in Burberry's chain stores, male jewelry sales increased by about 50% in the 6 months ended September 2001. Coach has also started producing male briefcases and large handbags. The company said its global sales of male goods doubled to $200 million in the fiscal year ending June 2011. Coach also expects global sales of male goods to double in the current fiscal year.

The bracelet is probably the most striking example of the jewelry boom.

It's hard to imagine the typical businessmen in recent decades - the traditional clothes brokers in 1980s, the businessmen in khakis and the blue Oxford shirts in 90s, or the technology tycoons wearing hoodies in the 00 's twentieth Century - who would choose which jewelry to go to work every morning. But today, fashion industry executives point out that sales of men's bracelets are growing rapidly, especially feathered or metallic narrow edition bracelets.

"Bracelet is on sale." Tim Tim Bess, a fashion analyst at Doneger Group, said. "I have to say that for young men, bracelets should be the first choice."

Tateossian, a jewelry designer in London, said the sales of men's bracelets increased by 30% in the middle of 2011.

"Globally, we are the famous Cufflinks brand, but in the past year, our sales trend has changed. Now we sell more bracelets than Cufflinks", both online and in Tateossian's physical stores, said Robert, chief executive of Tateossian, Tateossian.

Taddeo Sin said that when he saw the sales of bracelets began to grow, he began pushing American retailers to raise their inventories. Sax's Fifth Avenue has sold some of the Tateossian's men's bracelets in some stores, and now it has been sold in a wider area. In addition, Neiman Marcus, a boutique department store, has agreed to sell Tateossian's Bracelets from this spring.

"You can wear bracelets at meetings and carefully hide them in the sleeves, revealing only a little." He said. "You seem to be more professional and professional, from beginning to end. This is how you don't look like a banker's dress code.

Designers are trying to avoid feminization of male ornaments as much as possible. This is the most important thing.

"There is no need to announce loudly:" I am wearing male jewelry. " David Yurman's male dress and clock design director Evan Ullman (Evan Yurman) talked about the bracelet that the company could hide in its sleeves.

The male bracelet of designer Miansai is made of string, similar to the equipment used by rock climbers, and then used a metal anchor as a button. David Yurman sells a bracelet made of braid Brown rubber, while Diesel is producing metal inlaid bracelets.

"It is feathers, hardware, aesthetics of military uniform." Theresa Palermo, director of Fossil Inc marketing for Diesel jewelry, said.

Taddeo Sin said his sales of bright bracelets with orange and red shadows were not as good as those of deeper bracelets. So far, the sale of men's accessories has been driven by people rather than spontaneously.

"Which colors have been sold out? Guess." He said. "Black, blue and brown."