밀레니얼 세대의 특성을 반영한 주얼리 시장 경향 연구 - 해외주얼리 브랜드 사례를 중심으로 -

Abstract

Background The millennial generation, which has grown up on the basis of digital culture, is changing the structure of the market with a new mode of behavior and a new consumption pattern. There are many cases of research on these generations both in domestic and abroad, but they are concentrated mainly on cultural phenomena and fashion brands. This study examines recent trends and design trends of jewelery market which is changing to accommodate the new needs of Millennial generation specifically. Methods Research was preceded to understand their cultural background about the determinants of purchasing motive and consumption behavior. In order to study how the characteristics of these millennial generations are reflected in the market, I surveyed examples of specific overseas jewelery brands including Tiffany, which has achieved successful sales growth through various innovative marketing. Result First. as the fashion of the Millennium generation becomes casual, the demi jewelery market is growing. The synthetic diamond market is expected to change as the perception of diamond is changing rapidly. Second, Millennium generation wants to express their identity, so products such as customizing jewelery are gaining popularity. Third, millennium generation is interested in business philosophy and social return of the enterprise, so it is effective to promote transparent source of raw or precious metal, mining process, and corporate ethics. Fourth, digital media marketing has become more important than ever, due to immediate information sharing by the Millennium generation using social media, and marketing using famous celebrity is showing even greater power. Lastly, in addition to online services, the O2O service, which expands the jewelery shopping experience in real stores, is effective. Conclusion It seems more important to understand jewelery products that fit the Millennium generation and to approach them through social media communication. There is a favorable aspect to individuals and small-scale brands that can appeal to creativity and personal service because they tend to be anti-corporate and monolithic.