Silver Jewellery Market Entry Strategy Supported by Federation of Handicraft Association of Nepal Contents EXECUTIVE SUMMARY..........................................................................................................................................................................1 1. Changed global industry ..............................................................................................................................................................1 2. Economies of scale and jewellery as a fashion accessory ..................................................................................1 3. Less stock, more control and up-and-coming nearby countries ....................................................................2 4. Choice in jewellery and demanding consumers .........................................................................................................2 5. Silver jewellery in the focus markets continues to grow ...................................................................................2 6. Trends that create more interest in handmade jewellery .....................................................................................2 7. Potential consumer segments ..................................................................................................................................................3 8. Why Nepal has difficulty tapping this potential ..........................................................................................................3 9. Recommendations and challenges for Nepali jewellery exporters ..................................................................3 1. SILVER JEWELLERY IN THE USA ...........................................................................................................................................5 Published by 1.1 Current Size of the US Market ..............................................................................................................................................5 The Trade Promotion Programme (TPP) Narayani Complex, Pulchowk, Lalitpur 1.2 Future Potential ..............................................................................................................................................................................7 PO Box 1457, Kathmandu, Nepal T: +977-1-5555289 1.3 Market Structure ............................................................................................................................................................................8 F: +977-1-5521712 1.4 Price Structure .............................................................................................................................................................................11 E: [email protected] I: www.nepaltrade.org 1.5 Access Requirements for the US Market ....................................................................................................................14 All rights reserved. Published 2014 1.6 Consumer Preferences .............................................................................................................................................................16 1.7 Distribution Channels...............................................................................................................................................................22 Author: Lex Van Boeckel 1.8 Main Competitors .......................................................................................................................................................................29 Editor: Anil Shrestha; Jackie Taylor 2. SILVER JEWELLERY IN CANADA .........................................................................................................................................33 Design 2.1 The Canadian Market ................................................................................................................................................................33 Kazi Studios 2.2 Market Structure .........................................................................................................................................................................35 6.2 Market Structure..........................................................................................................................................................................77 2.3 Prices and Margins ...................................................................................................................................................................36 6.3 Prices and Margins....................................................................................................................................................................78 2.4 Access Requirements for the Canadian Market .....................................................................................................37 6.4 Access Requirements for the Japanese Market......................................................................................................79 2.5 Consumer Preferences .............................................................................................................................................................37 6.5 Consumer Preferences..............................................................................................................................................................80 2.6 Distribution Channels and Main Players .....................................................................................................................38 6.6 Distribution Channels and Main Players......................................................................................................................81 3. SILVER JEWELLERY IN GERMANY .....................................................................................................................................41 7. GLOBAL ACCESS STRATEGY FOR SILVER JEWELLERY ..........................................................................................85 3.1 The German Market....................................................................................................................................................................41 7.1 Current Situation and SWOT Analysis Population...................................................................................................86 3.2 Market Structure..........................................................................................................................................................................43 7.2 Choosing your Export Markets............................................................................................................................................88 3.3 Prices and Margins....................................................................................................................................................................45 7.3 Which Consumer Segment?...................................................................................................................................................90 3.4 Access Requirements for the German Market..........................................................................................................46 7.4 Improvements in the Value Chain.....................................................................................................................................92 3.5 Consumer Preferences..............................................................................................................................................................47 7.5 How to Comply with Access Requirements .............................................................................................................93 3.6 Distribution Channels and Main Players......................................................................................................................48 7.6 Dealing with Competitors .....................................................................................................................................................95 7.7 Positioning of Handcrafted Silver Jewellery from Nepal .................................................................................98 4. SILVER JEWELLERY IN FRANCE .........................................................................................................................................53 7.8 Developing a Marketing Mix ..............................................................................................................................................101 4.1 The French Market......................................................................................................................................................................53 4.2 Market Structure..........................................................................................................................................................................55 TABLES 4.3 Prices and Margins....................................................................................................................................................................57 1.1 Table 1 USA: Jewellery retail sales, 2008–2013, value in € million / volume 4.4 Access Requirements for the French Market............................................................................................................57 in million items ..........................................................................................................................................................................6