Discounters featuring jewelry and accessories - Apparel - Discount Industry Annual Report. Part II: Merchandising and Productivity Analysis

Discount Store News, August 5, 1991

Discounters Featuring Jewelry and Accessories

Jewelry and other accessories proved to be safe ports in a storm for some discounters. As in most recessionary periods, these categories often do better than some apparel.

Consumers who may not want to spend money on a completely new wardrobe are perfectly willing to spend money on a piece of jewelry or an accessory that updates an outfit.

Jewelry and accessories became an important area for discounters a number of seasons ago. For the past year, discounters have increased the space devoted to the category.

Marshalls new prototype stores feature an expanded jewelry and accessory area in the front of the store.

Likewise, T.J. Maxx continued to increase the number of stores with jewelry departments in 1990.

Kmart decided to feature jewelry more prominently. Evidence of its emphasis on the market was the move to change the distribution of the category. Jewelry was brought under the auspices of the Apparel division in its New Jersey facility, where automated QR systems are in place.

For some discounters, reaction to a tough economy resulted in moving the area off to the side. Stuarts, struggling through a Chapter 11 bankruptcy, changed its format to move a stronger children's department to the front. In refurbished stores, jewelry is on the side, separated from the rest of the store bull pen fashion with electronics.

Watches remain a favorite jewelry item at discount. It is also a category with a wide price range offering.

At Filene's Basement, a lone Rolex watch was on sale for a mere $3,840. Obviously, this was the exception rather than the rule. Mass market brands such as Gitano and more palatably priced watch brands like Timex and Swatch were the among the timely favorites.

As in women's wear, no one specific style captured consumers hearts. Faux pearls, silver-toned items and statement-making pins were successful.

Children's jewelry, both for its play and decorative value was featured at many discounters. The number of manufacturers offering this type of product increased in the last year. From R.N. Koch to newcomer Junk Inc., manufacturers are gearing specific products to this growing market.

Earrings in pastels for babies or brightly colored pop art pieces for older kids make for fun displays. The merchandise was placed in both traditional jewelry sections and in the kids' department.