GENDER MARKETING IN THE JEWELLERY MARKET

ABSTRACT

This article is devoted to modern luxury jewelry marketing, which is becoming more complex and multifaceted, requiring special attention to various aspects. Within the framework of management marketing, it is important to take into account the differences in preferences and behavior of men and women, which plays a key role in developing strategies. The diversification of the jewelry market opens up new prospects, but the influence of genetic stereotypes remains a significant factor in the perception of these products. Effective approaches include using the inclusivity of the Internet and product personalization, with social networks becoming the main way to implement them. To maximize the potential of marketing, brands must carefully study and integrate its aspects into their strategies, which will benefit both industry professionals and jewelry consumers.

Keywords: gender marketing, jewelry, gender stereotypes, consumer preferences, perception of value.

Modern marketing is becoming more complex and multifaceted, requiring companies to have a deep understanding of consumer behavior. In the jewelry industry, where emotional attachment to a product plays a key role, knowing how men and women perceive and use jewelry allows them to develop effective strategies and create products that can attract and retain customers in their target audience. Differences in the preferences and behaviors of men and women are reflected in pricing, advertising campaigns, and general sales approaches. According to the MAResearch study "Jewelry Retail in 2022, rating 2023, forecast until 2026", the value of the retail jewelry market in 2022 decreased by 1.2%, amounting to about 445 billion rubles (including VAT) at current prices. Taking into account the average level of consumer inflation for the year (13.8%), the real growth rate turned out to be negative, reaching -15% in annual terms. The market volume includes sales of watches, jewelry made of precious and base metals, jewelry with pearls, as well as jewelry with gold and silver plating. [7]

Today, the jewelry market is characterized by a diversification of products that take into account national characteristics and tastes. Gender marketing is based on creating strategies that take into account the uniqueness of different consumer groups depending on their gender. Research shows that jewelry is traditionally associated with certain gender roles.: jewelry for women often emphasizes elegance and brightness, for example, rings with precious stones, earrings and bracelets in a romantic style, while men's accessories, such as watches, are distinguished by restraint and functionality. Manufacturers are actively developing their product range and positioning products based on these characteristics, which contributes to changing the market structure and segmentation of consumers.

Gender stereotypes significantly influence the perception of jewelry by consumers. Social conceptions of masculinity and femininity shape people's attitudes towards jewelry and its use. Traditional views linking feminine nature with tenderness and sophistication contribute to the growth of interest in refined and aesthetically attractive jewelry. At the same time, for men, due to prevailing stereotypes, wearing jewelry often seems less acceptable. However, with changing social norms and the popularization of gender-neutral products, these stereotypes are gradually being destroyed, opening up opportunities for a more diverse selection of jewelry for representatives of all genders. Some companies have successfully adapted their marketing strategies to reflect these changes. For example, Tiffany & Co. She actively uses the principles of gender inclusivity in her advertising campaigns, creating images for both women and men. The inclusion of elements of masculinity, such as men in rings and bracelets, helps to break down established stereotypes. Pandora focuses on creating accessories for both sexes in order to expand its audience, increase customer loyalty and enter new markets. Such approaches help not only to increase the interest of buyers, but also to create a more democratic and inclusive image of the jewelry market as a whole. [1]

Men's jewelry is traditionally associated with symbols of strength, power and status. In different cultures, from ancient civilizations to the present day, such jewelry often served as a sign of belonging to a particular social group or class. The high cost of men's accessories emphasizes their prestige, and massive rings and bracelets were often used in rituals and rituals, reinforcing their symbolic significance. Men usually choose jewelry that reflects their personality and status. Brutal designs - massive rings, bracelets with sharp corners or dark metal products - emphasize the strength and durability of the wearer, expressing his personality. Brands such as David Yurman emphasize the uniqueness of design and high quality materials, promoting men's jewelry as status attributes. At the same time, women's jewelry often symbolizes important events and emotions. Jewelry such as wedding rings or gifts from loved ones have a special emotional value, becoming not only accessories, but also part of a personal story. Products for women are usually distinguished by grace and sophistication, conveying beauty, tenderness and romance. [2] Precious stones such as diamonds and emeralds add aesthetic uniqueness to jewelry. Van Cleef & Arpels and Pandora, for example, emphasize the emotional component by using images of love and sensuality in their marketing campaigns, which helps establish a deep connection with consumers. [3]

Looking at the sales data for the first half of 2023, it can be seen that men's jewelry accounted for an average of 11% of total sales. The highest figures were recorded in the Irkutsk Region (42%) and the Krasnodar Territory (31%), which indicates the popularity of men's accessories in these regions. Men's products account for 12% of sales in Rostov-on-Don, 11% in Moscow and Novosibirsk, and 9% in St. Petersburg and Yekaterinburg.

The most sought-after men's jewelry has become:

• silver chains with Bismarck weave,

• Massive silver bracelets with Dragon weave,

• hollow gold chains with diamond facet,

• seals with and without stones.

The average bill for men's jewelry in the country was 12,302 rubles. The largest expenses were recorded:

• in Sochi — 19,506 rubles,

• in Moscow — 18,509 rubles,

• in Norilsk — 17,121 rubles,

• in Krasnodar — 14,343 rubles,

• in Rostov-on-Don — 14 189 rubles.

The minimum figure was recorded in St. Petersburg - 11,143 rubles, and the maximum was recorded in the Perm Region — up to 50,000 rubles per product. [7].

This analysis demonstrates the importance of considering regional preferences and differences in marketing strategies for the jewelry industry.

Traditional marketing channels such as television, radio, and print media have long been used to promote gender-sensitive products. For example, women's magazines make it possible to effectively attract a female audience, and sports programs successfully attract the attention of men. Advertising campaigns are often based on the assumption that men prefer brutal and functional products, while women focus on beauty and emotional value. Such strategies help shape consumer expectations and provide brands with access to their target audience. With the development of technology, social media and media have become a key tool for gender marketing, allowing brands to engage with audiences through personalized and interactive campaigns. The growing awareness of gender diversity is pushing companies to create inclusive approaches. Modern marketing strategies are increasingly targeting non-binary and gender-nonconforming people, offering gender-neutral content, inclusive branding, and involving these groups in product development and promotion. This approach not only expands the customer base, but also emphasizes the social responsibility of the brand, helping to increase its reputation and loyalty among consumers.

Modern society is undergoing significant changes in the perception of gender roles and stereotypes. Liberation from traditional notions of masculinity and femininity leads to a revision of marketing approaches in the jewelry industry. In recent decades, there has been a growing interest in gender neutrality, which calls into question the rigid categories into which men and women have traditionally been divided. This creates opportunities for inclusive strategies to be incorporated into marketing campaigns targeting diverse audiences. Changes in social norms require brands to adapt their strategies to successfully respond to customer needs that go beyond the binary understanding of gender. This includes not only using more universal signs and images in advertising, but also changing product lines, which can help strengthen customer loyalty and increase competitiveness. Nevertheless, the approach to gender marketing carries certain risks. Brands that want to position themselves as inclusive, but continue to use outdated visual and verbal methods, risk losing consumer trust and incur significant reputational losses. In addition, excessive gender polarization in marketing strategies can lead to the exclusion of a significant part of the target audience and, as a result, to a decrease in potential income. It is important to understand that gender marketing is not a universal solution and requires in-depth study of the target audience and their needs. With the changing sociocultural context, the future of gender marketing in the jewelry industry opens up new directions and opportunities. It is expected that brands and companies will increasingly integrate the principles of sustainable and socially responsible marketing into their strategies. This includes an emphasis on self-expression and individuality, achieved through the personalization of products and services, as well as the creation of communities around brands. Using technologies such as artificial intelligence and big data will help companies better understand consumer behavior, allowing them to fine-tune their marketing strategies. For example, the use of advanced analytics will help determine which gender representations are important for a particular audience and adapt the content accordingly. [4].

Gender marketing is an important element of advertising strategies and has a significant impact on the jewelry market. In recent years, there have been changes in approaches to the creation and promotion of jewelry collections, which is associated with the transformation of gender norms and consumer expectations, which take these changes into account, can not only strengthen their position in the market, but also attract a wider and more diverse audience. One of the key conclusions is that the traditional views on the division of jewelry into men's and women's are losing relevance. The pricing system is gradually shifting towards the concept of individuality, and companies are getting new opportunities for development. The emergence of unisex collections, the possibility of an inclusive approach in advertising campaigns, and the diverse use of models give brands a chance to showcase their modernity and expand their audience. The active use of digital platforms and social networks to interact with customers also plays an important role. Brands that engage in dialogue with their audience through various communication channels can better understand their preferences and expectations. This allows you to position the product more precisely and increase customer loyalty. [5]. In addition, such approaches help to identify new trends and preferences, which is extremely important for successful business development. In light of this, jewelry companies should continue to explore and integrate gender strategies into their marketing plans. This includes not only developing diverse collections, but also conducting research aimed at exploring the needs of different populations. Investing in analyzing data on consumer preferences and behavioral trends can be an important tool for creating successful products. Future research may focus on the impact of cultural factors on the perception of jewelry by different genders and how brands can adapt to rapidly changing social conditions. Exploring new formats of customer interaction and using technologies such as augmented reality and artificial intelligence are also promising areas for further research. Thus, gender marketing in the jewelry industry opens up new opportunities for both businesses and consumers. Brands that can adapt to these changes and offer original solutions will not only satisfy their customers, but also stand out from competitors in the jewelry market.

References:

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