The Fashion Jewelery Market | France

The fashion jewellery market in France has its strengths and weaknesses.

In France, the fashion jewellery market is experiencing significant growth, due to the rise in the gold market. The affordable price of fashion jewellery allows consumers to change jewellery with each outfit and at a lower cost.

There are many jewellery design companies in France as well as fierce competition from foreign companies who open their shops beside French shops with no qualms about cutting prices, sometimes to the detriment of the quality of the fashion jewellery sold. By promoting quality, originality but also French know-how, domestic fashion jewelry companies are able to succeed by dominating the market for quality fashion jewelry. With the help of department stores and a loyal, quality-conscious clientele, these French fashion jewelry companies continue to experience significant growth, while offering fashion jewellery at attractive prices.

However, in 2013, volume sales declined for the second year running, as the market declined by about 3% compared to 2012. This downward trend may be mainly explained by the rise in jewellery prices, the pressure on household purchasing power and the saturation of supply, which is becoming increasingly commonplace. The fashion jewellery market has been on the rise again in France since 2015 with +1% growth in 2015 and +3% in 2016. This recovery was made possible by the price of costume jewelry, less expensive than standard jewelry, as well as their innovation and creativity that appeal to the French.

The future challenges of French fashion jewellery are to remain on track and not to be overtaken by world leaders. Market players are therefore focusing on customization, expanding the target clientele (children) or offering complementary products.

The main distributors of fashion jewellery are specialised outlets, non-specialised outlets (e.g. hairdressing salons) and town centre and shopping center jewellers.

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