Words like recession and economic slowdown spread jitters through the retail sector faster than wildfire. But if your specialty is fashion jewelry take a deep breath and consider yourself an exception. Sifting through retail history reveals the subtle reason for your privileged position.
Everything from manufacturing to understanding the human mind was churning in the 1920s. The industrial revolution was producing plentiful goods at more affordable prices and an Austrian psychiatrist, Sigmund Freud, was developing new theories on the workings of the mind including unconscious desires. A nephew of Freud in the US, Edward Bernays, had the brilliance to put both together in appealing to consumers’ desires connexion Republic. Plentiful and affordable products accompanied with desire were replacing needs as the primary reason for buying.
While Bernays’ theories as well as his uncle’s are not 100% accepted today, these pioneers forged the trail of today’s marketing. Subconscious desire replaces need as the motivation to buy. You see extremes flipping through a fashion magazine that sometimes reveals sultry advertising with few words that leaves many readers wondering what they are selling. Subconsciously it is sex appeal, but fashion jewelry doesn’t need to wallow in this because unlike jeans that all look alike, it has an intrinsic beauty of its own. Fashion jewelry escapes from the cage of need and becomes the object of desire attracting approving glances with sheer art. Fashion jewelry is not beads and metal castings put together like a necessary tool, but the elements of an attractive image. Imagination and the surprise of beauty in new fashion jewelry designs create the perfect union
As the classic trend marches on, wholesale fashion jewelry today offers retailers a constant flow of breath-taking designs to hold their customers attention. The human spirit foresees satisfaction in acquiring a new item and fashion jewelry fills the desire with artistic designs that are very affordable and at the same time enhance the buyer’s attractiveness. This combination makes fashion jewelry almost recession proof.
Some will scream, don’t tell me that! My business has seen serious impact the last few months! To answer that, let’s return to Edward Bernays. Bernays’ theories not only founded modern PR, but also modern propaganda. Information can shape crowd instincts and effect outcomes. Step back as an impartial observer and look at the steady stream of bad news presented by the media. Such an unrelenting attack on the economy has appalled many players and reporters in the fashion industry. The steady diet of bad news is equivalent to a propaganda blitz to shut down buying.
So where do you find a ray of sunshine in this? Remember the Hunt brothers trying to corner the silver market in 1979? Certainly you will remember the tumble of oil prices in 2008. Both thrived on speculation and contrived supply and demand figures that didn’t exist and both bubbles popped.
By the same token, fashion jewelry today has not fallen out of favor with consumers. Actually fashion jewelry trends are very much in your favor for brisk sales. Historical information shows that economic downturns have little effect on moderately priced fashion jewelry that normally sails through without a hiccup. Approaching needs of prom, pageant, and bridal jewelry will couple with desired jewelry to freshen up spring apparel and increase sales.
But don’t wait for the certain return to normal of your fashion jewelry business. Take initiatives into your own hands using the research and theories of Edward Bernays. Build excitement, sell the sizzle, and give your customers the feel-good experience they came to you to get. Lift their spirits with new designs that will make them look fabulous. Let them experience stunning fashion jewelry gracing their necks and drawing attention to their wrists. Make shopping with you an unforgettable event!