We have gone from 10% display product showing 70% "
ALVAREZ PAZ MADRID 18/11/2015
A Spanish fine jewelry he has had no other to reinvent itself. Many changes in the wake of the economic crisis, but also social, are those who have been jewelers have to modify its strategic plan, besides the approach of its stores. "Fewer and fewer are buying jewelry for gifts and more, especially women, to oneself," explains Carlos Delso, CEO Suarez, Family jewelry founded in 1943. This is one of the reasons that more and more women consumers of jewelry for the pleasure of wearing a valuable accessory. "We had to change before in stores not you saw exposed the product, it was something that made sense because it gave or was an investment, and buying the made mostly men, but women have lost their fear to buy luxury" adds the executive.
They need to see what they buy, and more if they are jewels, "like that the product will be on view when in a jewelry store, and not accustomed to sit, so we had to change the windows," adds Delso, which yesterday participated in a breakfast briefing on the expertise of the Spanish jewelers, organized in Hotel Ritz Madrid by Circulo Fortuny, The winemaker association president Carlos Falco, and born in 2011, in order to provide a forum for the artisans of Spanish brands and luxury.
Also in All, la firma española que ha democratizado el acceso a las joyas, debido a una política de precios más comedidos y que cuenta con 500 tiendas en 50 países de los cinco continentes, han tenido que modificar el planteamiento de sus locales, con el fin de atender al nuevo perfil de cliente. “Hemos sido la opción más fácil para los hombres, pero desde 2011 estamos viendo un cambio en la manera de comportarse del consumidor”, explica Rosa Tous, vicepresidenta corporativa de Rosa Oriol Atelier Tous, un nuevo concepto de piezas más de lujo. “Hemos pasado de exponer un 10%del producto a mostrar un 70%, ya que el cliente quiere probar, ver, tocar”.
Internationalization is one of the great changes that are jewelers. One of the pioneers was to go outside Carrera y Carrera which it was launched to sell off Spain in the seventies, and now has 500 outlets in four continents and will end the year with 12 boutiques. "40% of sales is due to exports, and 25% of sales in Spain we do we do to foreign customers," said Javier Gala, vice president and CFO.
Among many other points.