Costume jewelry
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Costume jewelry

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Costume jewelry Costume jewelry Presentation Transcript

  • 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 USED  MODERN 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-4PS THE 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
  • SWOT THERE 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.