4-8-2020
Platinum Guild International (PGI)’s consumer during and Post the COVID-19 Crisis report reveals that jewellery consumer sentiment and behaviour for the four key platinum jewellery markets: United States, Japan, China and India. Over 1,000 platinum jewellery buyers were interviewed in late April to early May.
All four markets share the same phenomenon. Pandemic reminds people to value family and life’s meaning. Jewellery piece is regarded as a symbol to show affections to their loved one. Personal meaning is the major driver for consumption in the United States and Japan, except for China, where more than 80 percent of interviewees plan to self-purchase jewellery.
Due to lockdowns and travel restrictions, most consumers in the US, China and India tended to buy jewellery online with China as the biggest online shopper, still over 80 percent of them miss the feeling of buying in brick-and-mortar.“In order to capture the potential for post-COVID-19 gifting, jewellers need to upgrade online and offline omnichannel strategy to better meet consumer needs post-Covid-19. Consumers want to see products inside the store but with restrictions it’s important to engage with customers more proactively through online channels in the meantime,” added PGI CEO Huw Daniel.
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