This document examines the costume jewellery market. It firstly analyses the demand of accessories, which is linked to those of the luxury accessories. It determines the strategy to follow in order to obtain competitive prices from suppliers. Then, it presents the brand of this firm and makes a SWOT analysis.
[...] But what is your surprise when you discover a very shiny, coloured, funny and class shop! The entire wall are full of jewels but not in an awful mess! All is organized as when you look at a jewel, you directly imagine how you could be with it! And the most is that it is like a nice walk, in an interesting exhibition. We propose 6 recipes, as: How to be . Ingredients: - this necklace - This ring etc. [...]
[...] Supply Many firms are competing on the costume jewellery market. For example, in France, the jewellery market is considered as the leader with its creativity, its manufacturers' reputation and its expertise. That is why firms do like this market: it is a growth market which is by this way very attractive for the companies. In order to succeed compared to their competitors, firms have to put different strategies in action. That explains the fact that these companies often have a big budget for advertising. [...]
[...] In France, the whole jewellery market (luxury, precious and costume) represent 4300 firms concentrated for 40% in Paris and Paris suburb. Today, the weight of this market is 630 billion dollars (costume precious and semi precious) and 60 billion (costume jewellery). I. Demand The costume jewellery market is characterized by its very small access for new entrants. In fact, there are many firms competing in this sector, and demand is increasing at anytime. Demand is related with consumers: what they want, what they usually buy, how they use to buy . [...]
[...] We not sell it as a high consumption good that you will forget a week after you've bought. The idea is to give to the consumer the idea to build a collection. In fact, the product you will buy contains a lot of extra features that it will be a pleasure for the consumer to discover through the different formulas that we will propose. Because it is the idea! Our distribution: Our identity Physical shop Let have a little of imagination! [...]
[...] We are creative for you! On line The concept is the same than for the physical shop: a shiny and very attractive interface, very easy access and the same way to present the jewels: a real visit, through different formulas, presented as well designed recipes. Advantages of our concept of offer! Our offer is completely adequate to the market, and in the same time, we strongly keep our policy of value, quality! Indeed, through our distribution network, we answer to the demand: consumers want proximity to their costume jewellery shop, to buy quickly. [...]
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