HONG KONG – Trendvision Jewellery+Forecasting, Fiera di Vicenza’s independent think tank for trend forecasting led by Creative Director Paola De Luca, held a consumer trends presentation at the recent Hong Kong International Jewelry Show.
The presentation, called “Consumer Updates on Jewelry Market 2016-17,” offered an analysis of the primary consumer types and their characteristics, explaining their geographical location and specific styles and preferences.
"The luxury and jewelry markets in China are becoming more challenging. Chinese consumers are savvy and individual expression and aesthetics are key factors. A large group of emerging Chinese talents is bringing a new prospective in design. … Be aware of the ‘golden age’ of Chinese designers," says Paola De Luca, founder and creative director of Trendvision Jewellery+Forecasting.
With the information and research of the think tank, Fiera di Vicenza aims to offer collections that reflect market trends.
According to Trendvision, there are several trends that will become evident in the jewelry and luxury good industries in 2017 and beyond, including “Sea Life”, which features fluid lines reminiscent of the sea. The diamond sector will be dominated by “Below Zero,” which are characterized by essential lines that see the diamond as the true protagonist, and “Raw Sophistication,” where color and organic abstraction enhance the beauty of colored diamonds.
Additionally, Trendvision identified four archetypal consumer types characterized by tastes and purchasing attitudes, each associated with specific “megatrends.” These are, as explained in a release from Trendvision:
- “The New Thinker,” a new minimalist that loves the simplicity of Sophisticore. It is a simplicity that at second glance can be seen as highly sophisticated. The jewelry loved by the New Thinker is very practical.
- I-History is the domain of “The Digger” (or “The Retronaut”), who looks to the past to construct his or her identity, and who needs knowledge and familiarity to evolve. The tastes of this consumer are tinged with history, but with the new character that comes from the present. Magic, esotericism, the search for craftsmanship and dark symbols are this consumer’s central themes.
- Geo-Luxury targets the consumer known as “The Geonaut,” whose desire is to discover the world and to leave narrow confines behind in order to explore distant places. This consumer displays a new exoticism, together with a flaunting of knowledge and culture. This is the consumer who loves to source jewelry from all over: street markets and the internet included. However, these need to be pieces with a story to them, from items bought in a bazaar to the prestigious jewelry of Jaipur.
- Lastly, “The Illusionist” finds expression in the Digital Hypnosis megatrend, displaying a high degree of attention to technology. This is an intelligent consumer who seeks tech jewelry to express his or her personality with its ultramodern, futuristic style.