post-00s lead the “retro trend” of jewelry in europe and america
2024-09-23
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are the post-00s the ones who are revitalizing the jewelry industry? in recent years, a peculiar "nostalgia trend" has swept the jewelry market in europe and the united states. the "z generation", which is mainly composed of the post-00s, has gradually abandoned the impetuous "fast fashion" and started to seek individuality and value in old jewelry that has become somewhat "outdated". some "old-fashioned" merchants with unsaleable jewelry have also found new sales channels through online sales, achieving a "win-win" situation.
according to a report by the british sunday times on the 22nd, the british "old dynasty jewelry" is an affordable jewelry store with a century-old history. the price of jewelry ranges from 3 pounds to 25 pounds. there are more than 10 million pieces of unsalable jewelry stored in the warehouse, most of which are old items from the 1980s and 1990s. according to the operator, "old dynasty jewelry" has provided jewelry props for many popular tv series, but it still mainly makes profits through "jewelry wholesale".
however, with the rise of live streaming, this time-honored brand has attracted a large number of young people from the "z generation" to patronize it because of its good quality and low price, and its business model has undergone earth-shaking changes. the business attracts customers through short video shooting, and has gathered more than 30,000 fans on instagram, and the number of clicks and views on its tiktok account has reached more than 13 million. this century-old store, which was once closed due to poor management, has gone from "unsale of jewelry, large quantity discounts" to "explosive orders online and long queues offline".
in the view of industry insiders, it is nothing new for young people to pursue "retro" and "nostalgia". for example, those born in the 1980s were also keen on buying old jewelry to seek some kind of psychological comfort in the impetuous real life.
as a generation that grew up on digital platforms, the "generation z" young people have significant differences in cognition and values compared to previous generations. their preference for "old jewelry" stems from their pursuit of individuality and value. currently, the large-scale mass-produced jewelry products on the market have a single style, which makes it difficult for them to stand out from the crowd; and "old objects" often represent scarcity or even "uniqueness", which is one of the important selling points to attract young people.
on the other hand, compared with their predecessors, generation z has limited purchasing power and is relatively price sensitive, so they prefer "affordable" jewelry products that are good quality and inexpensive. in addition, generation z is a generation that pursues environmental protection and sustainable development. when consuming, they will consider whether the goods will damage the environment during the production process, and have a certain resistance to fast-moving consumer goods, which is one of the reasons why "antique jewelry" is gaining popularity again.
industry insiders also suggest that businesses should make good use of online platforms to sell goods in order to cater to the consumption habits of the younger generation, because this generation is pursuing ultimate convenience and efficiency, and the online shopping platforms provide functions such as fast logistics, flexible return and exchange policies, and real-time progress inquiry that are in line with their purchasing habits.
on the other hand, short video platforms also have many benefits for businesses in terms of publicity. for example, the los angeles times said: "one video changes the fate of a small store" is commonplace in the era of short videos. the british "old dynasty jewelry" is a typical example. (liu haoran)▲# hundreds of reviews#
