We have just been talking about fake tans, and with the release of Twilight Breaking Dawn recently and its subsequent imitation wedding dress it seems to be all about whether or not we are happy to fake it. A recent survey by Canstar Blue illustrates that yes, there are times Australians are happy to fake it.
1 in 3 Australians surveyed want that designer look – but they don’t want the designer price tag so are happy to wear imitation designer jewellery.
The jewellery market is competitive and price driven which can make it quite difficult to stay on trend, imitation designer jewellery offers consumers the opportunity to make more economical purchases while still keeping up with the fashion.
According to this survey the generation most likely to have purchased imitation designer jewellery was Generation Y at 36% of those who responded. They beat out Baby Boomers on 34% and 32% of Generation X respondents.
Imitation designer jewellery purchases also varied with gender, 39% of females surveyed and 27% of males surveyed had purchased imitation designer jewellery.
It wasn’t just imitation designer jewellery that this survey focused on, the questions covered all manner of jewellery behaviours. Some other interesting facts that were uncovered include:
12% of people surveyed have sold or are considering selling jewellery they received from an ex partner, and Generation X were the most likely to engage in this behaviour at 18% of respondents.
On a slightly more concerning note, it was also revealed that 1 in 10 respondents had sold family jewellery to help make ends meet.
Customer satisfaction with the major Australian jewellery retailers was also surveyed and Wallace Bishop beat Prouds, Angus & Coote and Michael Hill in customer service and overall satisfaction. Wallace Bishop also shared the top spot for value and range.
A 2011 IBISWorld Report has also forecast an increase in jewellery sales of 9.8% over the next 5 years – from $3.69 billion in 2010-11 to $4.05 billion.
The outcomes reported here are the results of a survey Canstar Blue commissioned Colmar Brunton to undertake of 2,500 Australian consumers. These results relate to the 1,233 jewellery customers within the survey group. Qualifying customers needed to have made a purchase from a jewellery store in the last two years and brands must receive at least 30 responses to be included.