GIT urges jewelers to target Gen Z customers
The Gem and Jewelry Institute of Thailand (GIT) is encouraging jewelers to target Gen Z customers who are expected to become main buyers in 2020.
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GIT Director Duangkamol Jiambutr said the World Jewellery Confederation's (CIBJO) concluded in a recent meeting that customers in the Gen Z category, or those younger than 22 years old, are expected to become high-end buyers accounting for 40% of the jewelry market by 2020.
These particular customers usually use online channels to search and give purchase orders, creating the opportunity for jewelry business to adapt accordingly in keeping with the new customers behavior, and to make their brand shine with unique identities.
Manufacturers of branded jewelry items and gems are encouraged to target such new buyers with interactive online media as opposed to traditional media to better reach the younger generation of clients.
To better reach these potential customers, the GIT plans to launch the GEM&JEWELRY e-Library service by December 2018, allowing designers and brands to access online knowledge via www.git.or.th/library_digital.html, which will be Thailand's most complete research source for gems and jewelry.