Date post: | 20-Jun-2015 |
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Education |
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PRESENTATION ON
COSTUME JEWELRY
INTRODUCTION TO COSTUME JEWELRY
ALSO KNOWN AS TRINKETS, FASHION JEWELRY, JUNK JEWELRY, FAKE
JEWELRY OR FALLALERY.
ACCORDING TO DICTIONARY IT MEANS :-
“JEWELRY THAT IS DECORATIVE BUT HAS LITTLE INTRINSIC VALUE .
MANUFACTURED AS ORNAMENTATION TO COMPLIMENT A
PARTICULAR FASHIONABLE COSTUME OR GARMENT AS OPPOSED TO
REAL FINE JEWELLRY.
GENERAL HISTORY HAS BEEN A PART OF CULTURE FOR ALMOST 300 YEARS
IN THE 19TH CENTURY , COSTUME JEWELRY MADE OF SEMI-PREICOUS
MATERIAL CAME INTO MARKET.
BUT THE REAL GOLDEN ERA FOR THE COSTUME JEWELRY BAGAN IN THE
MIDDLE OF THE 20TH CENTURY.
COCO CHANEL GREATLY POPULARIZED THE USE OF FAUX JEWELRY IN
HER YEARS AS A FASHION DESIGNER
COSTUME JEWELRY WAS ALSO MADE POPULAR BY VARIOUS DESIGNERS
IN THE MID-20TH CENTURY.
COMPONENTS USEDMODERN JEWELRY INCORPORATES HIGH END CRYSTALS, CUBIC
ZIRCONIA SIMULATED DIAMONDS AND SOME SEMI-PRECIOUS STONE.
METALS INCLUDE GOLD OR SILVER PLATED BRASS, AND SOMETIMES
VERMEIL OR STERLING SILVER.
ORIGINALLY, COSTUME OR FASHION JEWELRY WAS MADE OF
INEXPENSIVE SIMULATED GEMSTONES , SUCH AS RHINESTONES OR
LUCITE, SET IN PEWTER, SILVER, NICKEL OR BRASS.
MENS COSTUME JEWELRY
MENS SHIRT STUDS
TONE TIE CLIP
MONEY CLIPS PLAY BOY CUFFINS
KIDS COSTUME JEWELRY
WOMEN INDIAN JEWELRY
COSTUME JEWELRY IN DEMAND
VOLATILE GOLD INDUSTRY AND CHANGING CUSTOMERS
TASTES ARE FORCING TRADITIONAL GOLD RETAILERS TO
SELL FASHION AND IMITATION JEWELRY TO PROTECT FALLINF
BUISNESS MARGINS AND SALES.
REASEARCH SHOWS THAT THE INDIAN JEWELRY SECTOR IS
IN THE TRANSITION PHASE WITH CUSTOMER’S DESIRE FOR
POSESSION OF JEWELRY FOR ITS AESTHETIC APPEAL AND
NOT AS A FORM OF INVESTMENT.
COSTUME JEWELRY IS EASY TO CARY AND COME IN VARIOUS
PATTERNS COLOURS WHICH ARE GIVING EDGE OVER
TRADITIONAL YELLOW METAL.
THE MARKET FOR COSTUME JEWELRY AND ACCESSORIES IS ESTIMATED
AT $16.3 BILLION
COSTUME JEWELRY TO BOOST INDIA ONLINE SALES IN 3-5 YEARS
TRADITIONAL RETAIL COMPANIES OPENING THEIR OWN ONLINE STORES
INDIA IS THE SECOND LARGEST MANUFACTURER OF IMITATION JEWELRY
AFTER CHINA WITH AN 8.5% SHARE GLOBALLY.
THE MAIN FACTORS CONTRIBUTING TO THIS GROWTH IS AVAILABLITY OF
SKILLED ARTISIANS,BASE METALS AND FAUX GEMS.
SCOPES-BRANDED JEWELRY
THE TREND OF HEAVY AND TRENDY IMITATION JEWELRY HAS GAINED
POPULARITY DUE TO TV SERIALS AND HISTORICAL FILMS.
EARLIER ONLY MIDDLE-CLASS ASPIRANTS USED TO COME TO SHOP SUCH
JEWELRY BUT NOW WOMEN FROM ACROSS THE CLASS OPT FOR SUCH KIND
TRENDY JEWELRY
COSTUME JEWELRY IS AVAILABLE AT A PRICE RANGING FROM RS 5 TO RS 15000
DEPENDING ON DESIGN, MATERIAL AND BRAND.
COSTUME JEWELRY IS TOO CHEAP TO WORRY IN THE CASE OF LOST OR STEAL.
MARKETING-4PSTHE FOLLOWING STEPS WILL HELP YOU DEFINE YOUR MARKETING MIX
IDENTIFY YOUR TARGET MARKET
DETERMINE WHAT THE TARGET CONSUMER DESIRES
ASSESS WHETHER YOU HAVE ANY ADVANTAGE OVER YOUR COMPETITION
IN DELIVERING THE DESIRED SERVICE
CHOOSE THE PRODUCT THAT IS MOST VALUED BY THE CONSUMER
PRODUCT features, services, product quality, staff quality, style, brand
name ,packing
PLACE(DISTRIBUTIONS) location, frequencies of services, transportation,
distributions,
PROMOTIONS publicity, sales promotions, personal selling, advertising,
mailing list
PRICE(COST) list price, Discount, credit terms
SWOTTHERE IS A HUGE UNTAPPED MARKET FOR COSTUME JEWELRY IN INDIA. THE
CRITICAL SUCCESS FACTORS IN THE BUISNESS IS QUALITY, FASHION DESIGN AND
AFTER SALES SERVICE.
THE CHANGING LIFESTYLES DEMANDED LIGHTER AND TRENDIER EWELRY WITH
LESS PRICE.
FOR SETTING UP GOOD GOLD JEWELRY SHOP ONE NEEDS INVENTORY AT LEAST
WORTH OF RS 30 TO 50 LAKH. WHILE, IN THE CASE OF IMITATION JEWELRY ONE
CAN START BUISNESS WITH STOCK OF MEARGE RS 15000.
THE INDIAN CONSUMER WAS WILLING TO EXPERIMENT WITH NEW DESIGNS.
CULTIVATE TRUST BY EDUCATING CUSTOMERS ABOUT THE UNETHICAL PRACTICES
IN THE BUISNESS AND CHANGE THE PERCEPTION OF JEWELRY AS A HIGH PRICED
PURCHASE.