Jewelry fashions a new image - jewelry at discount stores

Discount Store News,  April 9, 1990  by Pamela Meek

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Jewelry Fashions a New Image

Licensing, `Retro' Styles Widen Appeal For Jewelry, Watches

Echoing many of the changes currently taking place in apparel at discount stores, today's fine jewelry and watch departments are both fashionably diverse and upgraded compared to years past.

Since both accessory categories are now indeed a true part of many consumers' wardrobes, helping to often pull together a particular look or style, the greater interaction with apparel is inevitable.

At the same time, discounters are realizing that not only can they sell consumers stylish apparel, but also higher-quality jewelry and watches.

Just as apparel trends are currently quite diverse, so too are the looks in many accessories, especially watches. Here discounters are stocking not only traditional styles but also fun neon, sport styles and varied retro looks.

Key among the styles is not necessarily function, but rather fashion and image. For example, while Timex's leading sports watch, Iron Man, offers consumers a variety of features and timing devices, even devoted athletes tend to wear the watches just for looks and the basic time-keeping element, noted Dave Rahilly, vp, U.S. marketing and sales, Timex.

Yet the diverse sport style features are an image selling point. World maps, minute calculators, alarms and multidial faces are some of the key sport styles for not only Timex, but also brands such as Casio, Sharp and Wilson. Prices start as low as $14.99 and lower for styles merchandised in blister packs and range up to well in the $100 area.

Discounters are also stocking a varied selection of dress watches in primarily gold, but also silver and some gold/silver combinations. Here, traditional and classical analog looks are key and faces are typically round, square or oval and feature a variety of numeral options.

While basic expansion bands are most common, some styles offer more fashion options. For instance, several brands have Chanel-inspired looks with single, double or triple chain bands, and some blend both watch and charm bracelet elements. While some of the dress watches sell for around $20, the average is somewhat higher, and some chains stock styles running just under $200.

Retro or "Indiana Jones" watches also provide interest and yet another option. Although moon faces are still popular, the look has also progressed beyond this to include faces with bold numbers, compass-like trims and open styles that show the inner workings of the watch. Bands, too, have also expanded beyond the standard medium width leather, to now include both very narrow and extremely wide options. The price points vary, depending upon the features and quality, but most fall in the $20-to-$40 range.

As with apparel, particularly during the spring and summer months, pastels, brights and neons are also important with watches. Both bands and faces features varied color palettes, and in keeping with fashion, the styles are usually fun and offbeat. Armitron's Awatch collection, for instance, has a variety of band colors in combination with such faces as those featuring bright color splashes for numbers, a black and white checkerboard design and a simple black on white smiling face that sell for around $20.

Apparel's effect on watches is also apparent with the recent introduction of several new licensed products. Several companies looking to maximize their name brands have turned their sights on accessory items, so discounters now have the option of stocking Brittania, Lightning Bolt, McGregor and Gitano watches.

Both the Lightning Bolt and McGregor watch collections are set for a spring introduction. Like Lightning Bolt apparel, the company's watches feature fun, bright neons in either an analog or digital style. Both offer a nylon or plastic band, and the analog watches sell for under $20 while the digital styles range from $6 to $10, according to Stanley Fass, executive vp for Lightning Bolt licensee M.Z. Berger & Co. The company is also responsible for the McGregor watches, which Fass said feature more basic dress and sport styles for $40 to $50.

Already in the stores, but still relatively new are both the Gitano and Brittania lines. The latter, at retail since December, concentrates on various retro looks, with price points ranging from $29 to $39, according to Ken Geneder, president of Britannia licensee Quintel/Consort. Gitano's line features a variety of styles, in both colored, leather and chain bands, with prices running in the $25-to-$40 area.

Other licensed watches, like Lorus' Disney collection are also an integral part of many discounters' selections.

Because of its very nature, fine jewelry tends to follow the more sophisticated apparel fashion trends. Currently, traditional and classic looks are key in both gold jewelry and gem stones.

While discounters once offered only the barest and most basic selection of gold jewelry, the category is considerably more enhanced. Chains and bracelets are now merchandised in a variety of lengths and widths, with some popular styles including diversesized links, graduated ropes and diamond cuts. Many of these styles are also incorporated in pendant earring and ring looks, as consumers look to establish an entire set, noted Michelle Silbar with OroAmerica, which makes such fine jewelry collections as Beverly Hills Gold.