Survey reveals Londoners’ taste for luxury jewellery
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A survey of Christmas shoppers conducted in central London last week found that store retailers are winning the battle with their online rivals this year at the luxury end of the market.
Of those surveyed, 64 per cent said they preferred shopping in store, and only 15 per cent said they favoured purchasing luxury goods online.
The survey, conducted by LUXURY by IJL, also revealed that 83 per cent of respondents buy luxury goods for themselves, and a significant 59 per cent regard jewellery as their most desired luxury purchase.
LUXURY event director, Sam Willoughby, said: “It is excellent to see that traditional retail stores are holding their own in the luxury retail sector. Also it is really encouraging for the jewellery industry to hear loud and clear from the consumer that they perceive luxury as an accessible, must-have commodity and that they give jewellery the thumbs up as their preferred choice of purchase.”
Other elements of the survey included the revelation that 72 per cent viewed celebrity endorsements of jewellery as irrelevant in influencing their purchasing choices.
