Nobody wants to miss a big item in Christmas sales.
In 2003 the item was rhinestone initials; in 2004 large
crystal brooches; and in 2005 sequin hand bags. In
2006 that dominating item doesn't exist outside of
Louisiana. In Louisiana it is fleur-de-lis jewelry, but
beyond Louisiana it is not there. Don't get worried.
This is good news for you. How can this be good
news? Because the best selling fashion items are
what has sold since spring. You have been preparing
with classic looks and themes in fashion jewelry and
the field is too broad for price cutters to kill your
sales by cutting prices.
We analyzed the sales for the month of October to
reveal the direction of wholesale buying for
Christmas. With 7,000 items to pick from and sales
to every state in the Union plus overseas, we have
an indicator that is representative of Christmas
buying. Masks were covered in the last newsletter
so we eliminated them from the results. Here are the
top 10 categories:
1. Casual bracelets (Codes starting with CB)
2. Chokers (CK#)
3. Rhinestone necklace sets (NKR#)
4. Casual hats (HTC#)
5. Pendants (PD#)
6. Casual necklace sets (NKS#)
7. Brooches (PNC#)
8. Gemstone jewelry (GM#)
9. Mardi Gras favors & dolls (MG#)
10. Hematite jewelry (HM#)
Yes, there are surprises. We knew that casual
bracelets would be on the list, but didn't expect
number one. We are embarrassed by chokers being
#2 because we never highlight this humble basic item
that can really create a look. Casual hats should be
there in March or April, but what a surprise in
October. Next let's look at what this means to us
and our Christmas sales.
Casual Bracelets are Hot for Christmas
One accessory that provides fashion, classic
looks, and theme
First let's look at casual bracelets (these are any
bracelets on our sites beginning with CB) Three
forces are driving these sales-theme, fashion, and
classic looks. This Christmas season they are all
strong, putting casual bracelets top on the list.
Themes always sell at Christmas time because they
are a thoughtful gift. They I say "I really know what
is dear to your heart". They can be pets,
cheerleading, sports, ballet, music, or inspirational.
Because they are so personal, they are not rocked
by fashion trends.
In fashion it is the bold look that is hot-cuff
bracelets, wide bangles, multiple chains and bangles,
chunky designs, and toggle bracelets. Color is good
and metal plating is even better. Designers and
fashion magazines are driving this fashion look.
A big key to bracelet sales is the classic look,
timeless designs with quality components. Murano
style glass, gemstone, woods, ceramics,
crystal are providing beauty in bracelets tht appeals
to all ages. The classic look always has a market,
but this year it is even better because it's the
fashion. So include bracelets in your Christmas
inventory and display them so they look special.
The humble basic that creates endless attractive
Next I am going to try to make up for past neglects
by giving some praise to the humble basic-chokers.
Pendants are on our top 10 list at #5, but it is
chokers at #2 that can give the pendants a dozen or
more different looks. First, it is hard to find a large
selection of chokers and you have about 60 to pick
from on the site.
Sell the pendants and chokers separately. This
reduces the unit selling price and creates an infinite
number of looks. It can actually build your sale when
the customer wants a few different chokers and a
few different pendants for combinations that give a
variety of results. It also involves the customer,
who often wants to use their own creativity. This
gives you a seamless marriage of fashion and theme
because the choker can change the fashion look and
the pendant can provide the theme. So include
chokers in your fashion accessories, especially if you
are selling the pendant line.
The Necklace Set Boom
The Hot Fashion Look for the Fall Season
Finally, let's look at necklace sets. This can be your
Christmas item in 2006. Necklace sets are so
important that they have eclipsed earrings and made
people forget about bling. The return to the classic
look is driving necklace set sales. October necklace
set sales are spread over 235 designs with no single
design dominating. This boils down to the individual
look, the "one of a kind" look that fashion gurus have
been telling us about.
But is there a pattern? Yes, sets with quality
components, especially gemstone, and layered looks
are the dominant sellers. A variety of sets are
selling, but this is the family that leads the list. Now
you have another advantage over competition. Don't
load up on a few designs, but spread the look over
several designs so you can offer the "one of a kind"
look. Pay particular attention to fashion jewelry with
Next Newsletter: Holiday Items
The main interest in the last newsletter was
rhinestone necklace sets. The next newsletter will
be early December and we will return to this theme
with items for holiday. Hope you have a very
successful and happy Christmas season. And don't
stress in sales don't meet expectations because our
records show that the peak months are January
through April with a heavy line up of special days and
events. There is plenty of opportunity ahead of us.
Copyright © 2005 Accessory Wholesale Inc. Feel free to reproduce the newsletter as long as the copyright notice is included and a link to www.awnol.com
Questions or Comments? Promos@awnol.com