Fashion And Elegance

World Luxury Association in the latest marketing report that China is expectedto overtake Japan and become the world’s biggest luxury consumer in2012. Chinese’spursuit of luxury goods in some way reflects that Chinese women are eyeing goodquality, unique style of fashionable jewelry brand.However, there are few Chinese influential and celebrated jewelry brands in themarket. Now International brand like Chanel, Louis Vuitton still holds a significantpart of China’s high-end fashion jewelry market.But of course, China is committed to developing advanced fashion jewelrybrand, NE Tiger, Shanghai Tang and Minigem are a few examples. Each of thesebrands have a clear orientation, but there’s still a long way for them to catch up withChanel in terms of brand recognition and influence. It is a huge opportunity forChinese Jewelry brand, also a big challenge as well.This paper will use Chanel as an example and analysis fashion accessories interms of material, design, material selection, technique and collocation. Thus hopingto provide some ideas and suggestions to the design and presenting of Chinese jewelryindustry.In the process of establishing a brand, localization takes an important part inbranding. There are three ways:1, Establish brands in association with Chinese styleclothing brands.2, Establish independent brands that use Chinese style as core brandvalue.3, Establish brands with Chinese artist or designer. And the design ofaccessories can be localized through material, technique, color, collocation and so on.In one sentence, there are different ways to design and present the path of thedevelopment of Chinese fashion accessories industry and it requires constant discoverand breakthrough from the industry practitioners.