Watch Made in Heaven? Jewellery TV and E-Commerce

In our last class we looked at fashion in television and at lifestyle programmes. I had never considered the order that they do these shows in and how I am technically the exact target audience. To be truthful I am secretly addicted to them so clearly they work!

During this weeks post, the focus will be on TV shopping channels that sell jewellery, and more specifically on the American channel Jewellery Television (TV).

In addition to the millions of consumers who tune into these TV shopping channels, as do brick-and mortar retailers who are keeping an eye on current trends (Green 2003). Some industry leaders, furthermore, agree that home shopping networks are a very useful medium for keeping up with trends (Green 2003). Consumer desires can be tracked on these shopping channels in "real time" through a running tally of purchases displayed on the TV screen (Green 2003). Trend watchers, therefore, can observe was is and is not selling. Being able to test products much quicker than bricks-and-mortar retailers shows a clear advantage in the sector (Green 2003).

Recognising it as a viable business opportunity America's Collectables Network launched their own exclusive jewellery and gemstone channel, Jewellery Television (Braverman 2005). The channel targets a 30-55 female demographic who is buying for the self  (Braverman 2005).
Having a high disposable income, she is considered "typically educated" (Braverman 2005)

These consumers either do not have access to high end shopping outlets or else they are aspirational, seeking luxury jewellery at more affordable prices (Braverman 2005).

In addition, Jewellery TV has recently collaborated with fashion designer, Malan Breton (TBB Reality 2013) to showcase their collection of very affordable Marilyn Monroe's inspired costume jewellery to compliment his Autumn/Winter 2013 collection (see video and images below).

 

Marilyn Monroe Collection with Jewellery TV

 

Malan Breton Autumn/Winter 2013

In terms of selling, Jewellery TV shows others how to sucessfully sell their products through building a relationship and trust with consumers (Green 2003; Baverman 2005). Home shopping channels such as Jewellery TV successfully romance their products (Green 2003). The people presenting these jewellery items have been well trained to sell the desire for jewellery (Green 2003).

For example, the saleswoman Michelle (in the clip below), constantly tells personal stories, thus creating a 'friendship' with the consumer whilst constantly reiterating the product for sale and its quality. 
Michelle draws in the consumer and works hard to link the pieces to her own memories and the ways in which the pieces can create memories for the consumer.
Here, Michelle aims to create a sense of trust with consumers; dispelling any worries over the quality of products bought through this media (Braverman 2005).

 

In 2005, while brick-and-mortar stores were struggling to keep up with the Internet, TV shopping networks saw sales climb (in no small part because of the Internet) (Braverman 2005; Beres 2008). Whilst viewers had to previously catch their favourite item or seller on TV, the Internet has allowed shoppers to make purchases 24/7 and view products they might have missed or to simply browse online (Braverman 2005; Beres 2008).  

However, jewellery shopping channels expect their on-air segments with jewellery designers themselves discussing their pieces (up close and in high definition) to remain viable and to expand alongside Internet sales (Beres 2008).

Although, analysts and e-commerce experts maintain that on-air TV shopping reached its peak during the 1980s-90s (Beres 2008). It is also argued that the market itself has remained stangnant since the rise of e-commerce(Beres 2008).

Despite this, several of the major TV shopping networks claim that on-air TV shopping has yet to reach its peak and they believe that on-air online sales will be complementary towards increasing the sales of jewellery (and other categories) (Beres 2008).

To conclude, Jewellery TV's Vice President of marketing, Randy Sadler claims that:

"As long as women have time and money and a love for a jewellery experience that includes education from an expert and the ability to enjoy high-quality real jewellery, TV shopping for jewellery will continue to grow....We don't see TV shopping and the Internet as competing but working together"
(Beres 2008).

Jewellery sales on television remain a robust category both through television and Internet sales (Braverman 2005).
Future research though, represents an interesting topic on whether TV shopping for jewellery will in due course be replaced by online shopping.
Jewellery TV shopping offers education and fair prices for the keen jeweller (The Who's, What is and Why's of Jewllery TV 2012)
The popularity of the market indicates a successful future but e-commerce might be just that bit stronger.