In the luxury world and filled with designer brands, capturing the attention of younger consumers is becoming even more essential for long-term success. To establish connections with the younger demographic, brands are increasingly recognizing the significance of introducing designer jewelry lines as an entry point. By designer jewelry, we mean the category of entry-price jewelry pieces that are found in different materials such as titanium, and often use lab-grown diamonds, which allows their prices to be under €2,000. Designer jewelry serves as a captivating and accessible introduction to the brand, enticing younger consumers, and can be the beginning of fostering lasting relationships.
In this article, we will be delving into the importance of jewelry for luxury and fashion brands using Vivianne Westwood’s explosion of popularity in 2020 as a case study.
Matteo Valle for FLAME, created using Midjourney
By offering the Orb Necklace as an entry-level accessory, Vivienne Westwood introduced Gen Z to the brand's unique design philosophy and rebellious heritage. The necklace acted as a conversation starter and a gateway to exploring the broader range of Westwood's fashion offerings, including clothing, accessories, and even activism-driven campaigns. Through this introduction Vivienne Westwood, both the brand and Westwood herself, have effectively captured the attention and loyalty of Gen Z consumers, solidifying its relevance and expanding its fan base.
The accidental success of engaging Gen Z exemplifies the significance of jewelry lines as an accessible and visually striking entry point. It allows brands to communicate their distinct aesthetics, values, and cultural influence, sparking interest and curiosity that can ultimately lead to long-term brand loyalty and engagement.
The Allure of Jewelry
Jewelry holds a unique appeal that transcends generations. Its combination of craftsmanship, design, and inherent value makes it an aspirational possession, often associated with personal milestones, self-expression, and timeless elegance. Younger consumers are drawn to the allure of jewelry as a tangible representation of their accomplishments.
Tik Tok Video from creator @Monikaloboda
Looking into the pricing, the iterations of the orb necklace go for a maximum of the mid-three digits. At this price point, designer jewelry is even more accessible for younger people compared to other iconic pieces from the brand, such as their corsets which can go for thousands on the vintage retail market.
Building Emotional Connections
Jewelry also possesses an inherent emotional value, making it an ideal medium for luxury and fashion brands to forge connections with their consumers. By owning a piece of designer jewelry, consumers become part of a brand's story, symbolizing not only personal style but also shared values and aspirations. This emotional connection creates a sense of belonging and loyalty, leading to long-term brand advocacy. This is especially true for Vivienne Westwood’s identity as an activist which is in line with many of Gen Z’s belief systems. Making owning one of her pieces a direct expression of their values.
Brand Recognition and Association
Introducing jewelry lines allows fashion brands to expand their brand recognition among younger consumers. The Vivienne Westwood Orb logo artfully combines historical and cultural references, blending medieval and Renaissance imagery with religious symbolism, while infusing it all with a punk-inspired edge. This unique fusion encapsulates the brand's rebellious and innovative approach to fashion, making the logo instantly recognizable and iconic. As consumers develop an affinity for the jewelry line, they begin to associate the brand with refined taste, creating a desire to explore and engage with the brand further.
Matteo Valle for FLAME, created using Midjourney
Our Takeaways
While our conversation focused on designer jewelry, there is no specific data available for this particular segment, the global luxury jewelry market size was valued at 37.4 Billion USD in 2020, with a revenue forecast in 2028 of 70.2 Billion USD (Bain and Co.). Thus, many fashion brands that have not ventured into jewelry yet may be tempted. McKinsey and BoF's “The State of Fashion 2023” lists Gen Z as a major growth lever for the luxury industry, so it is important to keep them in mind when deciding to pursue a new segment. Especially as consumers build connections with the brands through their jewelry purchases. Through this affinity, they are more likely to explore and invest in other product categories over time.
By leveraging the power of designer jewelry, as an introduction to their world, fashion brands can successfully cultivate brand loyalty, and forge meaningful connections with the next generation.
If you're ready to expand into new or strengthen existing product segments, get in touch at hello@flamestrategy.com.