Fashion Jewellery Market

in Russia

Russian Fashion Jewellery Market

US $ 600 mln - market volume of fashion jewellery in 2013
4% of fashion jewellery is produced in Russia, while 96% is
imported. Etalon Jenavi is the principal manufacturer: market
share is 75% of all Russian manufactures, but only 3% of all
fashion jewellery market in Russia.
Central, Volga and Siberian districts , where 62% Russian
population lives, are principal for fashion jewellery market

*Source Express Obzor

Russian Fashion Jewellery Market

Market needs are shifting to middle and middle up segment
of fashion jewellery in 2013-2014 , price segment statistics is
as follows:
Price segment market share in Russia*
40%

40%
20%

Middle&middle up price
segment
Premium/ Luxury price
segment
Low price segment

*Source Express Obzor

Demand for fashion jewellery in Russia

In low price segment demand is satisfied up to 97% while in
middle& middle up segments only half of demand is met*
120%

97%

80%
45%
40%
0%
Low price segment Middle&middle up
price segment

*Source Express Obzor

Commerce (e-retail)
76,5 mln. people are internet users in Russia*

22 mln. buy using on line shops, +5 mnl a year start buying

using internet.*
57% of products, bought through internet, are consumer
electronics and clothes/shoes.*
2-3% of market share is e-commerce of jewellery &fashion
jewellery

*Source Accenture, Data Insight

Fashion retail market share in 2013*

Clothes

Shoes

Fashion jewelery&accessories
5%

33%
62%

Jewellery Market share

Fine jewellery

Fashion jewellery

20%

80%
*Source FranchisingInfo.ru

World known brands represented in Russia

European brands are mostly represented in Russia by
distributors, who use multibrand concept (one of the criteria
is price segment and brand names)
Nature Bijoux, Dyrberg/ Kern, Zsiska, Franck Herval, Pilgrim,
Pinta - represented by Eqip
Uno de 50, Loup Garou, Nature bijoux, Ubu Bijoux, Enaro represented by Nature
Langery, trading house- official distributor 12 brands of
fashion jewellery among which- Couer de Lion, Ester Bijoux,
Clara Bijoux, Kazuri, Zoppini, etc.

Fashion jewellery retail in Russia

Most of distributors have mono&multibrand corners/
shopping spots in malls/ department stores as well as
internet shops. Shop -in -shop is the most popular concept
in fashion jewellery retail

99% distributors have internet shops. E shops combine

retail and wholesale format.

Hypermarkets (X5 retail Group shops, Auchan) and

perfumery &cosmetics retailers (Letoile, Rive Gauche) sell
fashion jewellery, mostly low price segment.
Clothes stores/ show rooms use fashion jewellery as cross
sales too, mostly middle, middle up price segment (except
mass market fashion retailers with low price segment)

How it works?
Manufacturer

Wholesaler

Retailer

Consumer
Manufactures own
distribution system
including franchise

Manufactures own
retail shops

Ways to find a distributor

Internet:

Exhibitions:
Opportunity to meet a lot of
potential distributors at one time
& compare conditions of
cooperation. So, you have a wide
choice of potential distributors

Cost effective

Easy

Should be cautious, not

distributors are reliable

F2F meeting is much effective for

both sides

Opportunity to examine products

for a distributor and make a
decision faster

Lack of visibility and opportunity

to examine items for a distributor
and not all distributors are ready
to visit your factory

all

Recommendations of other companies

Reliability of a distributor
Not all companies are ready to share the contacts
Distributor can not be ready to take more brands
The conditions of cooperation for your company can be not very
convenient and your brands can be not of primary issue