Couture Jewelry Show 2018: Brands Pivot to Move With Times

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Differentiation through diversity. That mantra is leading the charge amid a continued environment of disruption as show organizers of the Couture jewelry show and exhibitors prepare for this year’s run. “Based on conversations we’ve been hearing, I would say the state of the industry is improving in general,” said Couture show manager Elana Cutler. Buyers and brands are set to descend on Las Vegas at the Wynn resort May 31 through June 4 to display the latest in fine jewelry at a time when many across market segments are scrambling to be heard. Cutler, in talking about the evolving business, pointed to more and more brands focused on experiences and customization — themes that are fairly common across a number of industries. David Yurman has upped the ante on the in-store experience, especially as it boosts investment in the wedding business. The New York-based company recently introduced a jasmine tea ceremony for wedding appointments at stores and launched on the Farfetch platform in a bid to reach a global customer. In April it began testing an assisted-selling app to help with appointment bookings and styling. “Let’s throw out the term brick-and-mortar,” said Yurman president Carol Pennelli. “They’re physical shopping locations. They’re just a consumer touch point.

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