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Jewelry Retailer Puts A Low Profile Designer In A New Way.

2013/6/23 20:16:00 38

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the whole jewelry retailing industry is pursuing the agitation and entertainment in a different way. The popular retail stores are usually open in salons, country cottages, galleries, studios or townhouses, some of which are simply turned into theme shops. Buying jewelry is a kind of impulse consumption, and customers are stimulated, so the jewelry store's performance is up. Therefore, even the deep-rooted jewelers are no longer satisfied with setting up counters in large department stores. They begin to hold various thematic exhibitions and catch up with the new trend in a rush. 
 retailers lower their stance /p >
The sales model of traditional jewellery is no longer suited to market demand: the quiet and silent shopping environment is out of touch with the story behind the jewelry that retailers are trying to tell about P. Nowadays, expensive jewelry is given context, and is linked to art, design, culture and food, creating a strong impact on time and space. 
Like other industries, P jewelry industry has been affected by some online attacks, and online shopping jewelry has become popular. Buying jewelry online has the following advantages: multiple choices, anonymity, more information can be obtained through web pages, and more information can be obtained in a short time. But buying jewelry is more of a selection of texture, material and craftsmanship, such as CoutureLab and Astley Clarke. 
 take Astley Clarke as an example. It has special counters in several major department stores in London, such as Harrods, Selfridges and Liberty. At present, only 30% of the brand turnover is completed online, and the rest of the sales are online. His store is newly decorated and located in an alley in Bayswater District, London. The location is not very good, but the two tiled design can bring different buying experiences to customers. As the founder Clarke said, "let the guests consider whether they want to buy in a desired environment, which is a key point in jewelry marketing." 
 "I do not like the high quality of traditional jewelry retail business, nor do I want my guests to be intimidated by such a high profile." Clarke said there were business factors behind her decision. Just like her, there are two jewellery tycoons like the third generation diamond dealer Michael Rosenfeld and Rachel Slack, a powerful Oppenheimer diamond Dynasty. They all think that big brands dominate the whole retail business of diamond, and they hope they can find new marketing strategies to find a breakthrough. 
 < a > target= "_blank" href= "http://www.91se91.com/" > designer < /a > a new path /p >
 Jewelry designer Jessica McCormack was born in New Zealand and now lives in London. She has a private brand. When she worked in a Clerkenwell only order studio in London for five years, she finally decided to expand. She said firmly that she would never consider online sales because she thought buying jewelry needed a real experience. What she wants to do is a relatively "familial" business. According to herself, "I pursue a very old-fashioned feeling." Her marketing concept, like her jewelry design, has been influenced by the retro trend. She has little interest in opening her own shop. What she really wants is to have her own sales space - a unique place in the world - and the jewelry she designs can only be bought in this place. 
 at the other end of the Atlantic, Barbara Harris visits California's Kinmen Spa every six months with its own water series jewels. "My work is highly coordinated, natural and pure, and coincides with the tenet of Spa." For spa guests, it is also a pleasure to buy natural jewellery while doing Spa. Harris has a store in Nantucket, a small island in the south of Massachusetts. She goes to the island every summer, where she also has a loyal customer. "Jewelry marketing pays attention to initiative, and we should take the initiative to bring my design to the guests." This is what she always believes in. 
 Stephen Webster was successfully opened at the Rodeo Drive store in Beverly Hills, California. On the two floor of the shop, there is a promenade. Webster named it "life without regrets", where he hosts celebrity drinking parties, jewellery exhibitions and mini concerts. This promenade attracts numerous customers for shops, and makes Stephen Webster a fashion master. According to Webster himself, "now the times are different, and culture and art and good restaurants become part of celebrities' life, but elegant and formal style needs another way to show. I established a loyal customer relationship network in Losangeles. These guests came to my store as if they had a sense of belonging to the club. 
 big brand do thematic activities .
 Tiffany has always been an open marketing strategy, but this is a familiar jewelry brand in China, and it has begun to adopt a more innovative marketing approach to take the initiative to approach customers. Melvyn Kirtley, chief jewelry designer of Tiffany, confirmed this statement. "We are pursuing more interaction and intimacy with customers in all aspects of marketing." 
 the most obvious is probably the new salon added to the Tiffany flagship store in Fifth Avenue, New York. Customers can take the exclusive elevator to the salon, salon's decorating design is also the ultimate, and every detail is carefully designed. For example, the door is decorated with window frame designer Gene Moore logo elliptical iron frame pattern. Salon is converted from the Premium Apartment House in Manhattan. It is very quiet, private, and has a low-key luxury. The main tone is the symbol of Tiffany blue and light grey, which is full of pearlescent and platinum. The furniture and silverware in the room are very Tiffany, and are placed very exquisitely. About four or five appointments have been received each week since the opening ceremony, and each guest will spend about three to four hours in salon. Jewelry is placed very carefully in the rooms, so that guests do not feel too much pressure, but in the purchase of a relaxed mood. 
Like P, Tiffany and other jewellers, they began to change their luxury theme activities, more cultural and thematic. In April, Tiffany held a grand annual theme of jewelry in Rockefeller Center, New York. The guests from a huge sky blue Tiffany box entered the venue, and instantly entered a shiny skating rink, covered with tent shaped balloons. A golden Plo Michel J looked down on the stage and gathered the focus of the whole scene in the middle. The theme of this season is the jazz age, which is very characteristic of New York. The layout of the whole scene seems to have entered Baz Luhrmann's new movie "the great Gatsby". The Tiffany did not have no pretext for the event. All the jewels in the movie were sponsored by Tiffany company. 
Bulgari, the jewelry brand of Italy under P > LV, has also opened up new marketing strategies in the long history of brand. Brand Manager Julie Ann Morrison said the core of the new strategy lies in the use of context. "We are trying to make our customers know more about jewelry so that we can better disseminate our brand ideas." In order to maintain communication with the design community, Bulgari exhibited a series of B.Zero Series rings full of structural beauty in Milan. In London, the Bulgari theme exhibition also exhibited the peak work of 70s to 90s in Bond Street. In addition, there are also the first design manuscripts to leave the studio in Rome, as well as the "heritage" series of retro jewelry. During the exhibition, visitors can choose their favorite display styles and customize their own jewelry. 
 according to Morrison, "the works we display on display arouse nostalgia, thereby creating intimacy between customers and attracting buyers. Jewelry is a commodity with strong texture. It has history and connotation, and it can also be passed on to posterity through the test of time. Jewelry marketing has gone through the original pursuit of unique design and huge investment after advertising. Now jewelry industry pays more attention to customer purchase experience. It is becoming more and more important to establish emotional connections with our customers. We are looking for the best solution.