2011 Costume Jewellery in France

8/12/2019 2011 Costume Jewellery in France

1/6

Source: CBI Market Information Database www.cbi.eu [email protected]

Publication date 30.11.2011

Costume jewellery in FranceThe French costume jewellery market represented almost half of the total jewellerymarket volume (67 million pieces in 2010) and has grown fast at the expense of the goldjewellery market that still suffers from the ever-rising gold price and the ongoingrecession. Even if the French costume jewellery market is very fragmented and diverse,new collections are more decorative aimed at women who are looking for uniquejewellery which they can wear longer and that expresses their personality. There is moreoriginality in designs in jewellery pieces, using combinations of metals (base metals

with precious metals), stones and a mix of other materials which makes the jewelleryitems almost look like a piece of art. In this respect there are still good opportunities.

Market characteristicsConsumption increased, although below the EUaverage.France is the third largest EU market for costume jewelleryand was valued at 421 million in 2010, a 1.2% averageannual increase since 2006, representing 14.7% of EUmarket value. This growth rate was below the EU, averageof 1.6%. Other EU Member States with a performancehigher than France included Italy, Spain, Austria, Poland,Germany and many of the eastern EU countries. See themodule Costume jewellery - Promising EU export marketswith all trade statistics. Costume jewellery volume sales- 33 million pieces in 2010 - rose steadily and increasedby 3.7% since 2009.Womenare the largest consumers for costume jewellery.

The ratio of working women increased from 58.4% to

59.9% of all French women between 2005 and 2010.

However, women were affected by the economic recession

in 2011, which has resulted in a rising unemployment rate.

Hypermarkets and clothing chains, good for one third of the market, could keep up during therecession by offering low cost jewellery, mostly imported from China. Jewellery remainsan important part in French outfits.

However, costume jewellery is grading upand pieces look more voluminous being abundantly

decorated expressing the style of its wearer in a more pronounced way. More materials arebeing used. In addition to quality glass beads and charms, other popular materials incostume jewellery are crystal-based designs, wooden beads, terracotta beads, shells, bones,enamel, Venetian glass, crystals, leather, rubber, ribbon, silk, plastics, as well as recycledgoods such as bottle tops, ring pulls etc.. In fact, material-wise there are no longerrestrictions in place if the design is original and of quality.

Most women become more c onscious about design and originality, but tend to buy the piecethey fall in love with on impulse. The overall look of a piece here is more importantthan the material.

More involvement of fashion houses in costume je wellery.In addition to the higher qualitycostume jewellery from the famous brands (see under Production), there is a strongerinvolvement of fashion creators in new designs.

Bracelets, neckwear, pendants and bangles(wood/coloured plastic) and leather or beaded

bracelets remain popular see also Silver jewellery in France. Other jewellery itemsthat arefavoured by French younger people includes piercings in upper or lower lips, eyebrowand navel piercings, nose studs in titanium or (plated) stainless steel.
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]:[email protected]:[email protected]://www.cbi.eu/


2/6

Costume jewellery in France

Source: CBI Market Information Database www.cbi.eu Contact [email protected]

Publication date 30.011.2011

Do it yourself (DIY) jewellery.Along with the desire for unique or personal jewellery and tosave money, people create their own jewellery out of laces, strings or chains chokers andpersonalise them by adding beads, charms, symbols, coins, stones or pendants. TheInternational brands Trollbeads and Pandora have been successful in the French market.

The principle jewellery item for men is cufflinksand less frequently signet rings. This said,certain mendo like wearing jewellery, specifically in the South of France, in which case ittends to be metal necklaces or bracelets, in addition to rings, pendants and braceletsof metal, titanium or stainless steel.

Future demand.The French costume jewellery is expected to improve in qualityand competemore heads on with the lower end of the precious jewellery market, notably silver.Materials resembling silver and gold such as brass, copper, steel, chrome etc. - are atrend that becomes stronger to the degree that design lead quality items become available.While these styles are price-wise at the upper end of the spectrum, mostly in the 40 to 60

bracket, they are unique statement items and as such tend to be well-reflected buys asopposed to the majority of costume jewellery, which is bought impulsively at hypermarkets.The focus on design makes them equally highly desirable however. Some examples aregiven in Annex 1.

Production showed a steady increase.France is the fourth largest EU producer of costume jewelleryvalued at 172 million, representing 14.6% of total EU production. French production isdecreasing by -3.4% per annum since 2006. Higher quality costume jewellery is still madein France. There is a continued innovation in use of materials, new plating techniques,with lower carats of gold or silver, and more fusions with precious metals and stones.

Among the 250 brands, well-known French costume jewellery manufacturers are Nrides,Clio Blue, Agatha, GL Bijoux, Camille & Luci, Rminiscence, Biche de Breand Murat. See also at http://www.boci.org

Imports. DC imports (value) show good growth.The total French importsof costume jewellerywere valued at 406 million in 2010, a 4.9% annual average increase since 2006(representing 10.5 thousand tonnes, a 3.1% decrease in volume). DC imports were valuedat 278 million, representing a 3.6% increase over the period, and accounted for 41% ofFrench imports by value. France was the third largest costume jewellery importer afterGermany and the UK.

Figure 1 Top 5 DC suppliers of costume jewellery to France

Source: Eurostat (2011)

Leading DC suppliers(by volume) were China (33% of total, +6.1% average annual growth),Thailand (2.1%, -2.3%), India (2.0%, -13.1%), Philippines (1.4%, - 7.1%), Tunisia (0.9%, -2.7%),

Indonesia (0.8%, broadly unchanged), Mauritius (0.7%, +7.8%), Costa Rica (0.5%, +22.5%)Brazil (0.4%, -6.1%), Vietnam (0.4%, -11.8%), Morocco (0.3%, -2.2%), Colombia (0.2%, +26.4%)

0

30

60

90

120

150

China Thailand India Philippines Tunisia

Value million 2006 2008 2010
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]://www.boci.org/mailto:[email protected]://www.cbi.eu/http://www.boci.org/


3/6


Source: CBI Market Information Database www.cbi.eu Contact [email protected] date 30.011.2011

Peru (0.2%, +21.6%), Turkey, Argentina (both decreasing) and Mexico and Madagascar (bothincreasing). Imitation jewellery represents a total 92.0% of all costume jewellery imports. Imitation

jewellery (base metal), clad wit parts of glasswas the largest import sub-group by value (30.8%)and the third largest by volume (2,007 tonnes or 19.1%). This represents a 6.2% year-on-yearincrease. Around 30% of these imports came from developing countries (DCs).

Figure 2 French imports of costume (imitation) jewellery by material

Source: Eurostat (2011)

Imitation jewellery of base metalwere the second largest sub-group representing 29.1% ofimports (+9.3%) and the second largest in volume (2,320 tonnes in 2010), 44% of whichstem from DCs; followed by Imitation jewellery of other materialwhich represented 16.3%of imports (-3.8%), the largest in volume (2,507 tonnes), of which 47% of which camefrom DCs.

French imports of cuff links and studs accounted for 1.7% of jewellery imports (value).Hairaccessoriesrepresented 9.9% and increased in significance by 3.7% year-on-year. Thelargest sub-group consisted of combs, hair slides of hard rubber or plastic, representing 3.4%of imports by value, 53% of which came from DCs.

Average DC import prices increasedfrom 22.41 to 27.02 per kg., while average intra-EUprices increased from 32.72 to 51.19, making intra-EU import prices more than twice asexpensive that those of DC imports.According to Ecostat, the average retail pricesof costume jewellery sold in France increasedbetween 2009 and 2010, from 14 to 15.

Key opportunities Ethnic designs continue to represent interesting possibilities for exporters.These may include

plain metal, titanium, plated metal, copper or brass neck chains with beads, stones, shells,large semi-precious stones, wooden stones or with metal bangles. The ethnic style ismostly linked to unique 'designer' jewellery,that differentiates itself by its looks, and tothe themes mentioned in Annex 1.

Other opportunities can be found in nichessuch as growing markets for pre-teens, men, olderpeople as well as immigrants from Europe, Africa and Asia. Another growing niche marketis the tourist market buying jewellery as a souvenir from France, even if it is made elsewhere.

France has 80 million visitors annually and a rising number from China and Russia.

16%

29%

16%

31%

metal, clad, with glass

metal clad

metal

other material
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]:[email protected]://www.cbi.eu/


4/6



Interesting jewellery could be beaded neckwear, charm bracelets, pendants with semi-precious or glass stones, anklets, piercings, handbag charms or hair accessories withflowers or ribbons. The key to success here is to be original and aware of the latesttendencies in French fashion. If you chose to make making imitations, please be awarethat the French Customs are very strict on counterfeit jewellery.

Eco-jewellery and fair trade jewelleryalso represents an exciting sales opportunity. Online jewellery sales still increases rapidlyin Francealong with the rising number of Internet

connections that still lags behind compared to the other large EU countries. Websites areimproved and jewellery collections, pieces or parts are well presented online. In thisrespect, selling online would be a good opportunity for DC exporters.

Link with other sectors.Jewellery is increasingly linking up with other sectors. This is anopportunity for the development of costume jewellery that is integrated into handbags,belts, footwear (high-heeled or flat sandals with crystals), beauty cases, eyewear,

clothing, watches and electronics. There are also opportunities for accessories such asjewellery boxes or ring holders.

How to approach the market The main trade channelsto enter the large and diverse French market are via wholesalers

or importers. This is the safest way, especially when you are new to the French market.They often specialise in terms of target group, region, material, specific design orsourcing country and have good local relationships with retailers. If you are large, youcould consider selling direct to larger retailers. Some exporters make use of fashionselling agents, which would be useful if you were manufacturing on behalf of a knowndesigner. More information on the choice wholesaler or importer can be found in themodule Costume jewellery Trade structure and channels.

A large variety in costume jewellery is made by local artists and is sold at the specialist

shops, especially at smaller bijoux shop selling costume and silver jewellery. Here thedesign and originality is most important. Good portals for wholesalers and other links to the industry are http://www.guide-

bijoux.com and http://www.gemme-fashion.com

In costume jewellery retailing, the specialised jewellers in the city centres(27.2% in 2010) andnon-specialised retailers(25.6% in 2010) took up the largest part of the costume and silverjewellery market. Non-specialists include here online sellers, clothing retailers, streetmarkets. The out-of-town shopping centres represented 22.3% of value sales in 2010(compared to 21.0% in 2009). They have been more successful than the jewellery andaccessorychain stores, hypermarkets and department stores that together represented 15.7%(14.7% in 2009).

Jewellery specialist were more actively promoting their collections e.g. as a gift item forspecial occasions and changed their collections quite frequently. They offered (branded)

costume jewellery with beads, stones or charm in fashionable colours. Smaller jewellery specialists can be found at a joint group of jewellery specialists -

http://www.lebijoutierdescreateurs.fr orfor some costume jewellery http://www.guilde-des-orfevres.com (120 jewellers).

Leading retailers are Agatha - http://www.agatha.fr, Claires Accessories http://www.claires.frAccessorize - http://www.accessorize.co.uk, Marc Orian, TresOr, Pop Bijoux, Miss Coquines,Six, Lollipops, Le Mange a Bijoux, Reserve Naturelle, Moa, Swarovski and Bijou Brigitte.

The main hypermarkets were Carrefour (194 outlets), Auchan (120 outlets), Gant (129outlets) and LeClerc (96 outlets). The main clothing chains selling jewellery includedZara http://www.zara.fr, H&M http://www.hm.com/fr, Etam http://www.etam.fr ,Promod, Kooka, Naf Naf and Kiabi.

There are a number of specialist players in the ethical sector. These would include:o Createur thique - http://www.createur-ethique.com, Solidarmonde

http://www.solidarmonde.fr, Max Havelaar http://www.maxhavelaarfrance.organd Made in thic http://www.made-in-ethic.com.
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]://www.guide-bijoux.com/http://www.guide-bijoux.com/http://www.gemme-fashion.com/http://www.lebijoutierdescreateurs.fr/http://www.guilde-des-orfevres.com/http://www.agatha.fr/http://www.claires.fr/http://www.accessorize.co.uk/http://www.zara.fr/http://www.hm.com/frhttp://www.etam.fr/http://www.createur-ethique.com/http://www.solidarmonde.fr/http://www.maxhavelaarfrance.org/http://www.made-in-ethic.com/mailto:[email protected]://www.cbi.eu/http://www.made-in-ethic.com/http://www.maxhavelaarfrance.org/http://www.solidarmonde.fr/http://www.createur-ethique.com/http://www.etam.fr/http://www.hm.com/frhttp://www.zara.fr/http://www.accessorize.co.uk/http://www.claires.fr/http://www.agatha.fr/http://www.guilde-des-orfevres.com/http://www.lebijoutierdescreateurs.fr/http://www.gemme-fashion.com/http://www.guide-bijoux.com/http://www.guide-bijoux.com/http://www.guide-bijoux.com/


5/6



o

ConsoGlobe http://www.consoglobe.com features a directory of sustainableproducts.

You need to decide whether to approach this market directly or indirectly. See the moduleon distribution strategy for more information. Information on buyer requirements can befound in the module on buyer requirements.

If you make a direct approach, it is recommended that there is some personalcommunication before a trading relationship commences. Developing country exportersmay approach customers in France through direct (e-) mail, personal visits (as follow-up),inviting potential customers to visit you in your country, building a network and visitinginternational trade fairs.

Other interesting contacts Interesting trade fairsinclude clat du Mode http://www.bijorhca.com which takes

place in Paris in February and September. The main trade associationsare: The National Chamber for Jewellers (http://www.boci.org)

and the National Federation of Jewellery and Watchmakers (http://www.fnamac.com). Another important contact is the French Watch, Clock, Jewellery and Silverware Centre

(http://www.cpdhbjo.com) and the Comit Franc clat http://www.franceclat.fr/, whichboth also make research information accessible.

Leading trade pressfor costume jewellery is Le Bijoutier (http://www.le-bijoutier-horloger.com).

This survey was compiled bySearcein cooperation with Mart Krijger

Disclaimer CBI market information tool: http://www.cbi.eu/disclaimer
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]://www.consoglobe.com/http://www.bijorhca.com/http://www.boci.org/http://www.fnamac.com/http://www.cpdhbjo.com/http://www.franceclat.fr/http://www.le-bijoutier-horloger.com/http://www.le-bijoutier-horloger.com/http://www.le-bijoutier-horloger.com/http://www.cbi.eu/disclaimerhttp://www.cbi.eu/disclaimerhttp://www.cbi.eu/disclaimerhttp://www.le-bijoutier-horloger.com/http://www.le-bijoutier-horloger.com/http://www.le-bijoutier-horloger.com/http://www.franceclat.fr/http://www.cpdhbjo.com/http://www.fnamac.com/http://www.boci.org/http://www.bijorhca.com/mailto:[email protected]://www.cbi.eu/http://www.consoglobe.com/


6/6



ANNEX 1 Some designs in French costume jewellery

This annex gives you an idea of themes in costume jewellery designs for the current winter season 2011/2012. You couldintegrate some elements of these themes in your jewellery collection, especially when you target fashion consciousconsumers in the French market. You can check out the latest themes at http://www.bijorhca.com.

LUXURY RETRO- The retro luxury woman is inspired by the 1970s. With a glamorous and hippy chic style, she juggles luxury materialsand iridescent colours. She wears coloured jewellery in retro materials such as glass, leather, resin or even polished metal.

CLASSIC ECCESSENTRIC -A theme which features a chic looking woman, who Twist codes of the bourgeoisie by diverting humour

and fantasy.

NEW GOLD VARIATIONS - Shine brightly is the motto of the New Gold woman. Daring and chic, she wears shiny metallicjewellery, mixing styles and materials such as chainmail, metal, leather or mini beads, all being in warm vivid colours.
http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/http://www.cbi.eu/mailto:[email protected]:[email protected]://www.bijorhca.com/mailto:[email protected]://www.cbi.eu/http://www.bijorhca.com/

2011 Costume Jewellery in France

Documents

Transcript of 2011 Costume Jewellery in France